Assignment 2: Competition, Marketing Mix, and Pricing For this assignment, use the same health care provider as in Assignment 1. Write a four to six (4-6) page paper in which you: Determine the key ch

HEALTHCARE SYSTEM

Marketing and Healthcare System

Jaunae Richardson

HAS 305

Marketing and Healthcare System

In this case, will look at the Grady Hospital that was started in 1890 and was officially opened in 1892. This is one of the largest hospitals which is found in Georgia and public hospital for Atlanta. This is one of the premier hospitals and through its popularity it has become a world-class hospital due to the quality of services it offers.

1) Marketing Impact for the hospital

When we compare the operation of the business in the current world to the past decade currently marketing is vital for any business to grow. The hospital has engaged in medical and internet marketing because people have gotten to the internet to seek for information. Marketing has led to the growth of the health sector whereby it has exposed the marketing activities to different people. Through marketing, it has made the hospital to be known worldwide which has resulted in its growth.

How marketing approaches impact the business

For Grady hospital, different strategies used for marketing has helped the burn unit to advertise itself through location specification, the services offered and efficiency in delivering services. Through using these strategies it has made it easier for clients to view the profile of the hospital.

How they approach particular targets

The hospital has to carry out analysis to determine the needs of the customers. Through this, the hospital is able to get to know what is needed and how it will offer those services at affordable costs.

Results of non-marketing

Marketing is vital for any organization which desires to grow. If the hospital does not carry out marketing then it means that they will rely on the customers who are aware of the hospital and the chances of growth for the hospital would decline.

Impact of the strategies

This can be determined by the number of awards that the hospital has been able to get. We can also evaluate the impact through an increase in the number of customers which means that there is an impact that the hospital is creating. The expansion of the hospital is another way of evaluating its growth.

2) Strategy for the healthcare and utilization of its products

For a business which is growing one has to monitor it closely so as to be able to ensure success and expansion of the business. When you have performance measures in place then you are able to track the business progress.

For Grady hospital, the strategy is the use of the internet and social media for marketing. Most individuals are active on social media and this is where the Burn unit should venture its marketing activities. Through advertisement and profiling, it will be viewable to the people which will make the brand strong and create awareness.

The burn unit should go for new technologies where they are able to create the application where most businesses are getting to apps which enable customers to book for an appointment, pay online and ask any questions.

3) Marketing strategy for healthcare provider

Marketing through promotional campaigns

For an organization like the health care facility, they have to take marketing facility. Marketing should create awareness of the chosen niche.

Identification of targets

At the start, it is a challenge where customers have to be informed about the products in the market. Through advertisement and promotion, it ensures that the goods offered to the customers are accepted since they are aware of it. Through advertisement then the market for the health care products will be gained.

Data to analyze

We will have to look at the internal data of the firm where you are able to identify where the problem is.

Consideration of competitors

For competitors, we look at issues on the quality of services that they deliver. Grady will have to look at its strengths, weaknesses, opportunities, and threats to identify what they can do to stay ahead. We will look at the pricing of their products and services. Through this, the hospital will be able to remain competitive.

3) Three ways health care provider can shape the buying decisions of customers

Relationship marketing

This is one of the most efficient marketing strategies which various businesses use to determine their goals. In a re[port by Egan(2011) he noted that health care products and services consumer purchase which is influenced by manner where they interact with customers. To be useful in the industry the facility should adopt relationship marketing to be able to meet different demand of clients. (Vuorikatu et al.2011) noted that relationship marketing emphasizes the organization knowing the consumers on the personal levels and coming up with an effective communication system. Channels for communication should ensure convenience and comfort by using it. Through the establishment of a relationship with customers then the healthcare facility targets particular customers for their products.

Data-Driven Marketing

This is the process which incorporates evidence-based proof in messages or the information which is passed to the customers. According to Evans (2010), he identified this strategy is used in the healthcare products industry in order to advance the performance of goods to the customers. Through this it ensures users identify how the offering organization benefits in regard to economic satisfaction. This strategy enables users to compare the provider’s success with the outcome. Through this customers are able to make informed decisions on which health products to go for. The medical facility is able to dispense useful information to consumers.

Technology-Based Marketing

This approach is useful in the industry. The strategy incorporates a communication network on reaching customers with information on the internet. Evans (2010) realized health care products and the service industry are centered on the uncomfortable issues on the sicknesses that differentiate the medical needs. Having direct communication it results in a counterproductive impact on the customers. This approach could be key to getting new customers.

In conclusion, marketing strategies are important to any health facility. The health care products dispensing organizations should embrace the new marketing strategies which ensure consumers are informed on appropriate purchase decisions. Basing on the nature of the industry, strategies such as technology-based marketing, relationship marketing, and data-driven marketing have to be applied to the organization (Ryan & Jones,2009). Through this customers are aware of the products being offered which makes it easier for them to go for the products.

Reference

Evans, W. (2010). How social marketing works in health care. BMJ, Helping doctors, make better decisions, 332(7551), 1207-1210. http://dx.doi.org/10.1136/bmj.332.7551.1207-a

Egan, J. (2011). Relationship Marketing: Exploring Relational strategies in marketing. New York: Financial Times, Prentice-Hall.

Vuorikatu, L. P., Saarni, S.,& Pastermack, A. (2011). Physicians’ Ethics Forum: a Web-based ethics consultation service.Journal of Medical Ethics, 38(2), 83-86.http://dx.doi.org/10.1136/jme.2010.037549.

Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. London: Kogan Page.