health care marketing h edu 4310. cultural traditions thanksgiving typical family foods typical...
Post on 19-Dec-2015
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Cultural Traditions
Thanksgiving Typical family foods Typical family trips Dental practices Cures for colds, flu
Successful situations
Health programs are responsive to the needs of the population.
The relationship serves the interests of all.
Health care programs are developed to attract specific segments
Successful situations
Health care programs are not designed for prestige or because of the latest technology.
The marketing concept permeates the organization.
Health care programs evaluate all aspects of its services in evaluating old and designing new programs.
Successful situations
Health care programs recognize the impact of price, everything the potential user must go through to avail himself of the service, promotion, communication, education, and motivation
This is called the marketing mix or the 4 Ps of marketing:
Product, Price, Place, and Promotion
Market
Person or group of people who have resources they want to exchange or might want to exchange for a benefit.
Health care market
Publics
Stakeholders
Marketing
Understand the customer
Understand the competition
Coordinate company resources
Long-term focus
Profitability
Growth...
Products
Markets
Existing New
New
MarketPenetration
ProductDevelopment
MarketDevelopment
Diversification orTotal innovation
new
existing
existing
new
An example….
High
Med
Low
High Med Low
Mark
et
Att
ract
iven
ess
Business Strength
Premium Selective Protectrefocus
Restruc-ture
HarvestorDivest
PrimeChallenge
Opportun-istic
Opportun-istic
Marketing plan
Executive summary Situation analysis Objectives and goals Action plans Budget Evaluation
Situation Analysis: Internal
Marketing specific issues Marketing resources Financial resources Human resources Senior management support Political factors
Questions to ask
What changes and trends are taking place?
How will these affect us? What opportunities do they bring? What are the barriers to entry?