The Meaning of Marketing in Health care industry by Specialistas

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                    The Meaning of Marketing in Health care industry




                                      Abstract

     Marketing is about satisfying the needs and the wants of the customers/patients that

helps each health care organization to gain the competitive advantage over its competitors.

This is the overall meaning of marketing and therefore, in order to apply this meaning in

this competitive health care marketplace, marketers need to understand the concept of

marketing management and specifically the concept of the marketing plan in the health care

industry. This report discusses the important role of the marketing concept and the role of

marketing plan in the health care industry. Specifically this report examines the advantages

and the barriers to marketing plans, and the fundamental concepts of the marketing

management. Moreover, this report examines the marketing challenges in the 21st century

and the process of the marketing plan. Finally, this report examines how health care

companies deal with competition that is one of the most important aspects of the marketing

concept.
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                                The Meaning of Marketing in Health care industry

                                        Introduction

     Marketing is about satisfying the needs and the wants of the customers which helps

each organization to gain the competitive advantage over its competitors. According to

Berkowitz (2006, p. 3), “marketing is a societal process by which individuals and groups

obtain what they need and want through creating, offering, and freely exchanging products

and services of value with others”. Therefore, the marketing concept means that a health

care company must seek to make a profit by serving the needs and the wants of customer

groups and by delivering the right health care. At this point, it is good to mention that

“central to this definition of marketing is the focus on the consumer, whether that is an

individual patient, physician or organization such as a company contracting for industrial

medicine. This definition also contains the key ingredients of marketing that lead to

consumer satisfaction” (Berkowitz, 2006, p. 3).

     Furthermore, marketing is about satisfying the customer/patient with the right health

care services and the right medical products at the right place with the right promotion,

distribution, and pricing strategies. Therefore, in order to apply the meaning of marketing

in this competitive health care marketplace, marketers need to understand the concept of

marketing management and specifically the concept of the marketing plan. Thus,

“marketing management can be defined as the process of planning and executing the

conception, pricing, promotion and distribution of goods, services and ideas to create

exchanges with target groups and satisfy customer and organizational objectives” (Peter &

Donnelly, 2004, p. 14). Therefore, marketing management is the science of selecting the

most appropriate target markets and getting, keeping and growing customers through

creating, delivering and communicating superior customer value and health care.
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Additionally, “marketing plan is simply a logical sequence and a series of activities leading

to the setting of marketing objectives and the formulation of plans for achieving them”

(McDonald, 2002, p. 563).

                       Advantages and Barriers to Marketing Plans

       The most fundamental advantages of the marketing plan is the fact that it increases

turbulence, complexity and competitiveness and it can adapt itself into technological

changes. Moreover, the marketing plan can help the health care marketers to identify

sources of competitive advantages and to ensure consistent relationships. In contrast, the

most principal barriers to effective marketing planning are as follows:

       Confusion between marketing tactics and strategy

       Confusion between process and output

       Lack of knowledge and skills

       Lack of systematic approach to marketing planning

       Failure to prioritize objectives

                   The Fundamental Concepts of the Marketing Management

       To continue, health care organizations can implement marketing management by

understanding its fundamental concepts that are as follows:

       Target market and segmentation.

       Marketplace.

       Needs and wants of the consumers.

       Value and satisfaction.

       Relationship marketing.

       Marketing channels.

       Marketing environment.

       Competition.
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   Marketing progra
								
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