Health Care Marketing Scenario
Health Care Marketing Scenario
Health care organizations are supposed to market their products and services. Most of the health care organizations find it difficulty to market their products and services. The organizations do not include the four Ps of marketing in their marketing. This has affected profits in the organization. Health care marketing involves marketing of health insurance, drugs etc. The health care industry in United States is dominated by the private sector and the public sector. Most of the health care services in United States are provided by the private sector. This has made it difficulty for the citizens to acquire health care services. For example, most citizens are not able to get quality health care services like drugs and insurance. The 4ps of marketing can be integrated into the health care marketing like marketing health insurance. The 4Ps of marketing include product, price, place and promotion. Marketing managers can control the four ps of marketing depending on the marketing environment. The marketing manager should aim at making decisions that are centered on the four ps of marketing on the customers in the market being targeted. This helps create vale and produce a positive response (Murphy, 2010).
Product refers to the tangible products and services. In the marketing scenario for health care insurance, the product is insurance services. When marketing health insurance, the marketing manager should product decisions. There are various types of product decisions like brand name. The marketing manager should identify the brand name to use when marketing health insurance. Also, he should consider the quality of the health insurance being provided. Most companies do not provide quality insurance services. So, the manager should enhance the quality of health insurance when marketing it. Further, the marketing manager should include the functionality of the health insurance (Marketing letters, 2004).
The marketing manager should make proper pricing decisions. The pricing decision includes the pricing strategy to be used. When marketing health insurance, the marketing manager can use pricing strategies like skim and penetration. He should consider the current price in the market and design a price that is flexible (Marketing letters, 2004).
The distribution or the place is an important factor to consider when marketing health care services like health insurance. The marketing manager has to identify the marketing channel. The manager should choose the right marketing channel so as to reach their target customers. He can use the internet of any other means. The manager should also identify the market coverage. The marketing coverage can be inclusive, selective or exclusive. The last factor to consider is promotion. In promotion, the marketing manager should identify the promotion methods. For example, the manager can choose to advertise the health insurance, or use personal selling to promote the services. He can also use the media to promote the message. The promotion method one uses should be able to increase profits by attracting more customers (Healy, 2007).
Health care organizations like other organizations carry out marketing of products and services. The health care organizations are required to market their products and services so as to increase profits. Marketing in health care organizations helps attract more customers and increase sales. The marketing managers like other marketing mangers need to integrate the 4ps of marketing into their marketing. The four Ps of marketing help managers choose the right marketing mix. They have to consider the product, the place, the price ands the promotion (Healy, 2007).
Reference
Healy,M.(2007).the payoff; In short, marketing works; By targeting consumers and doctors — directly and indirectly — drug makers are driving sales. Why mess with success?Los Angeles Times.Los Angeles, Calif.:Aug 6, 2007. p. F.6
Marketing letters. (2004).How Consumers’ Attitudes Toward Direct-to-Consumer Advertising of Prescription Drugs Influence Ad Effectiveness, and Consumer and Physician Behavior .Marketing Letters. Boston: Dec 2004. Vol. 15, Iss. 4, p. 201-212
Murphy,D.(2010).Marketing concepts.The 4ps of marketing.Retrieved from http://www.salesvantage.com/article/1223/The-4-P-s-of-Marketing
Is this your assignment or some part of it?
We can do it for you! Click to Order!
