Dwana Kelley Strayer University Professor Kevin Williams HSA305 April 29, 2012 Marketing and Health care Systems The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which…show more content…
The Department of Public Relations and Marketing Both internal and external communications for Jackson Health System is provided by the Department of Public Relations and Marketing (Jackson Health System, 2012). This department is responsible for media relations, publications, marketing, and special events (Jackson Health System, 2012). Media relations work with local, national and international media, both broadcast and print, to showcase JHS physicians, staff, and services. Much of what is done is patient care centered, with the exception of marketing, and special events (Jackson Health System, 2012). Marketing is responsible for advertising campaigns, which markets JHS as an integrated health network (Jackson Health System, 2012). Marketing and Mission The concept of health services marketing is centered on “the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358).Marketing Health Services Essay The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target markets
The focus on a marketing strategy is important for any company which specializes in providing definite products or services because marketing is the key process not only to promote different products and services but also to contribute to the effective company’s performance and competition within the industry.
In spite of the fact that the main principles of marketing are appropriate to be used in different spheres, it is impossible to state that marketing in relation to the food production has no differences regarding health care marketing.
The view that the processes of marketing hotels or foods are the same regarding the processes typical for the health care marketing is rather naïve because there are many significant differences characteristic for marketing strategies used in various industries.Marketing Health Services Essay
The differences which can be determined in relation to food production marketing and health care marketing are affected by the challenges of the health care industry. Marketing strategies operated in different industries depend not only on the characteristics of this or that industry but also on the specific demands of the customers or the company’s target audience (Berkowitz, 2010).
That is why, all the associated features and characteristics should be taken into account in order to state about differences in marketing processes. From this point, it is naively to apply the general principles of marketing to the health care industry without references to the specific features of the spheres and companies’ activities because health care marketing is the unique filed which requires the distinctive approach.Marketing Health Services Essay
Nevertheless, health care marketing is similar to marketing other products or services in relation to relying on the basic marketing principles. Thus, marketers in the health care industry also develop their plans basing on the correlation of such parameters as product, price, promotion, and place (Berkowitz, 2010). Moreover, the process of working out a marketing plan depends on the dynamic development of the industry without references to its particular features.
Health care marketing strategies as strategies used in any other industry can be discussed as oriented to effective competition within the industry, successful use of different advertisements, attracting customers, and improving the brand recognition and reputation. Moreover, many organizations in the health care industry as well as in any other sphere can be described as market-oriented because of the focus on the effective promotion and increased sales.
However, health care marketing is also characterized by a lot of differences while comparing its approaches, techniques,
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