In responding to your peers, provide feedback on the factors
In responding to your peers, provide feedback on the factors they considered and discussed. Are there any similarities or differences in your peers' responses that are similar to your own? Offer suggestions on how they might include a consideration of payers and the public in their marketing plans.
Preston Discussion:
Healthcare marketers select their market through identifying insurance carriers and physicians that work within those networks. Essentially, most of their audience is decided by insurance coverage. Their communication efforts come in the form of selling the physician (instead of selling the product or service). Healthcare services sell themselves based on need and physicians are what differentiate the businesses.
Identity is important when considering internal stakeholders for marketing strategies. They must remain aligned with those values set forth by the internal stakeholders while also ensuring they are successful in their attempts at attracting new customers.
External stakeholders are considered when federal and states regulations are in place for marketing. Marketing strategies must work in and around these regulations. Additionally, marketers must remain vigilant since legislation is constantly changing and new strategies need to be implemented occasionally to keep up.
Identifying and remaining with the bounds of both the values of the organization and within the bounds of legislation will be the key factors in considering both internal and external stakeholders for Bellevue hospital.
Helen Discussion
Healthcare marketers select and communicate to their target markets by looking at their social and demographic variables. This will encompass the size of the company, what healthcare industry they are in, and their customer location (Berkowitz, 2022). It’s important to influence the health and wellness behaviors of the target group. Identifying ‘health literacy’ by not only sharing written material but also sharing in a way that creates analytical and decision making skills to the consumer (Cellucci,etc, 2014).
Healthcare marketers consider internal stakeholders in their marketing efforts as well. This would include employees, doctors, administration etc. within the organization. They would take into consideration the target audience by age, gender, ethnicity, income. As well as geographic area and psychographic segmentation. Remembering that cultural differences affect healthcare and attitudes towards healthcare. Their goal would be getting a buy in of internal stakeholders to buy into the organization as to how great their facility is as well as care they provide.
Healthcare marketers consider external stakeholders in their marketing efforts too. This includes legislators, public health officials, etc. External marketing would include effective and attractive business cards and brochures you give to prospective patients at events and healthcare talk or series of healthcare talks hosted off-site (Melhurn, 2022). External stakeholders are important because they are the marketing outside of the organization. Word of mouth carries a lot of weight for every business.
I would consider internal and external stakeholders in my marketing and communication plan by trying to tie all the marketing aspects between both stakeholders. So no matter which stakeholders were listening to the marketing plan they would realize how important the organization is for both. Encompassing both target audiences through age groups, gender, ethnicity and income. It’s important to recognize the target audience we are trying to reach at the same time hitting both stakeholders.
Resouces:
Berkowitz, Eric N. (2022). “Essentials of Healthcare Marketing”. Chapter 6. Pgs 284-286.
Cellucci, Leigh, Wiggins, Carla, Farnsworth, Tracy. (2014). “ Healthcare Marketing: A Case Study Approach”. Pgs 100-101.
Mulhern, Kelley. (2022). “ Community Connections.” Blog: https://dr-kelley.com/2018/09/external-marketing-for-healthcare-practices-easy-definition
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