Discuss an original advertising initiative for a healthcare organization
Supporting Lectures:
Review the following lectures:
Market Growth
The Four Ps of the Marketing Mix
The Five Ps of Healthcare Marketing
Discussion Questions
Before beginning work on this discussion forum, please review the link “Doing Discussion Questions Right” and any specific instructions for this topic.
Before the end of the week, begin commenting on at least two of your classmates’ responses. You can ask technical questions or respond generally to the overall experience. Be objective, clear, and concise. Always use constructive language, even in criticism, to work toward the goal of positive progress. Submit your responses in the Discussion Area.
Introduction:
There is a distinct difference between marketing and advertising. The way in which healthcare organizations communicate their products/services is an important element in the strategic planning process. Without a clear understanding of what the organization can provide to the consumer, it is challenging to remain strategically placed in the marketplace.
In this discussion, you will explore both effective and ineffective marketing strategies. Likewise, you will use the information gleaned from this week to develop an original advertising initiative for a healthcare organization.
Tasks:
After researching the Internet, provide and discuss at least two successful healthcare marketing initiatives (including advertisements, videos, commercials, and billboards).
Provide and discuss at least two unsuccessful healthcare marketing initiatives (including advertisements, videos, commercials, and billboards).
Discuss an original advertising initiative for a healthcare organization, product, or healthcare service. Be sure to describe the initiative (including advertisement, video, commercial, and billboard).
To support your work, use your course and textbook readings and also use the South University Online Library. As in all assignments, cite your sources in your work and provide references for the citations in APA format.
Your initial posting should be addressed at 500–1,000 words as noted in the attached PDF. Submit your document to this Discussion Area by the due date assigned. Be sure to cite your sources using APA format.
Market Growth
In order to remain competitive in the market, an organization must be able to meet the needs of its consumers. This is the concept of strategically positioning an organization in the marketplace. Organizations can remain financially viable if they remain strategically positioned in the market. This is accomplished by ensuring that the products/services provided are indeed what the consumer is demanding and are offered at a price that the consumer is willing to pay.
Likewise, if an organization desires growth, it must do one of the two things:
Expand existing services to a new market.
Offer new services to the existing market.
Depending on market conditions, it may be beneficial for an organization to expand its existing services to a new market. This includes opening branches in new locations, partnering with other organizations to expand services to a new demographic, or offering similar services in a new delivery method (walk-in clinic available in a mall). An example of an organization expanding existing services to a new market is DaVita (2017) dialysis. This kidney care organization has expanded its dialysis services to more than 2,500 outpatient dialysis centers in the United States. Their ability to replicate existing services to meet the needs of a new market help them remain financially viable and competitively positioned in the marketplace.
Likewise, it may be beneficial for an organization to offer new services to the existing market. (This is especially important in areas where healthcare disparities exist.) This includes expanding existing services to the current population or offering new products/services that have never been seen in the existing market before. An example of an organization offering new services to the existing market is a skilled nursing facility offering postoperative rehabilitation services such as physical therapy, occupational therapy, or speech-language pathology.
Reference:
DaVita. (2017). Home. Retrieved from https://www.davita.com/
Healthcare Occupation
Displays a media that helps the learners understand more about the healthcare occupation in the U.S.
Healthcare in the United States is complex, diverse, and constantly changing. This is a result of heightened regulatory oversight, a diverse population, and advancements in technology, respectively. As a result of these attributes, occupations in the healthcare sector are rising and are expected to continue rising through its peak in 2026. Specifically, the field of long-term care, including gerontology, is expected to dramatically increase as the population segment aged sixty-five and older continues to rapidly age. This demand for services began to present itself over the past ten years, which has increased the demand to further study the growth in the healthcare sector. The next ten years are expected to replicate the same demand. The demand for healthcare workers is expected to rise 18% through 2026, increasing the market with an additional 2.4 million new positions in the field (United States Bureau of Labor Statistics, n.d.)
Reference:
United States Bureau of Labor Statistics. (n.d.) Healthcare occupations. Retrieved from https://www.bls.gov/ooh/healthcare/home.htm
Additional Materials
From your course textbook, Health Care Market Strategy, read the following chapter:
Step 3: The Strategy/Action Match
From the South University Online Library, read the following articles:
The Patient Empowerment: A promising Concept in Healthcare Marketing
Identifying Competitive Strategies to Improve the Performance of Hospitals in a Competitive Environment
Porter’s Generic Strategies, Discontinuous Environments, and Performance: A Longitudinal Study. . .
From the Internet, review the following:
Kotler, P. (2000). Marketing management. Upper Saddle River, NJ: Prentice Hall.
The Four Ps of the Marketing Mix
When the mission statement and the vision statement have been developed for the organization, it is time to focus on developing the organizational strategy that meets the needs of the customer. This is accomplished by examining the marketing mix, a commonly known foundation model used in marketing to help an organization achieve its marketing objectives.
The four elements of the marketing mix are product/service, price, promotion, and place (distribution). These are referred to as the four Ps, and an effective strategy in healthcare marketing is understanding how these elements impact the marketing initiatives of an organization.
The first element of the marketing mix is product/service. In healthcare marketing, this element is unique because both products and services can be provided in this industry. A product may refer to medical equipment or prescription medications. A product is a physical item. Services refer to the contractual obligations provided by the medical professional. An example of this includes going to a family physician for an annual physical. An example of a service may also be a procedure, such as a tonsillectomy or a root canal.
The second element of the marketing mix is price. Price refers to the cost associated with the product/service received. It is important to understand that pricing may impact consumer demand. Likewise, it is important to understand that a relationship exists between availability and pricing.
The third element of the marketing mix is promotion. Promotion refers to the way in which the product/service is presented to the public. This element is the visual communication to the audience.
The final element of the marketing mix is place. This is also commonly referred to as distribution, as this element discusses the capacity for which the product and service can reach its target consumer. This element is concerned with where the business will be conducted, who will receive the product/services, and how these products/services will reach the target consumer.
Additional Materials
From your course textbook, Health Care Market Strategy, read the following chapters:
Step 3: The Strategy/Action Match
Step 4: Determining Marketing Actions
From the South University Online Library, read the following articles:
Imaging: The Self-Referral Boom and the Ongoing Search for Effective Policies to Contain It
Healthcare Branding: Developing Emotionally Based Consumer Brand Relationships
A Systematic Review of Medical Service Branding: Essential Approach to Hospital Sector
From the Internet, review the following:
Kotler, P. (2000). Marketing management. Upper Saddle River, NJ: Prentice Hall.
The Five Ps of Healthcare Marketing
Considering that the healthcare environment is unique in its services provided and method of delivery, scholars have posited for a unique set of elements that better describe this sector. As a result, authors Cellucci, Wiggins, and Farnsworth (2014) developed the five Ps of healthcare marketing, an industry-specific supplemental to the original four Ps of the marketing mix. The five elements are physicians, patients, payers, the public, and the presence of politics (Cellucci et al., 2014).
5Ps in Healthcare
Review each icon to know more about the 5Ps of healthcare marketing.
Displays a media that presents the 5Ps of healthcare marketing: Physicians, patients, payers, public, and politics.
Reference:
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Chicago, IL: Health Administration Press.
Additional Materials
From your course textbook, Health Care Market Strategy, read the following chapters:
Step 3: The Strategy/Action Match
Step 4: Determining Marketing Actions
From the South University Online Library, read the following articles:
Successful Practices Use Marketing that Evolves with the Changing Healthcare Landscape
Limiting Risk in Healthcare Marketing
From the Internet, read the following:
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Chicago, IL: Health Administration Press.
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