Health services continue to affect the gross domestic product, and this dramatic
transformation has great demands on each dollar spent to deliver patient-centered
products. Health care marketing must be repeatedly applied and practiced strategically
to include environmental dimensions, such as technology, socioeconomics, competition,
and regulatory.
That being said, in today’s global economy, investors and potential entrepreneurs must
tap into the so-called “unexplored” market. In this aspect, health care establishments
must utilize marketing, advertising, as well as sales strategies when pursuing new
customers (e.g., suppose a health care investor wanted to build a small hospital in a
rural community); this would entail exploration and logistical experimentation to
determine who will patronize the facility. In an impoverished neighborhood, the feasibility
of having lucrative profits may see diminishing returns, and so the venture may be not
worth the effort. Also, suppose that the potential investor wants to sell mosquito
deterrents (e.g., bedside netting in malaria-infested regions of Asia or Africa); then it
would be wise to investigate the number of beds that are actually in the village, and who
would be willing to purchase them. These activities take into account the investor
portfolio, as well as the feasibility of marketing and selling the product. Such exploration
also examines competitors, cultural differences, and—most important—identification of
the customer.
Identify a local health care establishment (e.g., hospital, rehabilitation center,
emergency medical center) and determine its product development practices. Utilize
concepts from previous weeks to substantiate information, as needed. You may develop
the discussion based on the ideas presented here, but feel free to inject any salient
marketing strategy that you believe might support your presentation.
Write a three to four (3-4) page paper in which you:
1.
Justify the purpose of the selected health care establishments’product(s) / service (s) and their associated
life cycle(s).
2.
Suggest one (1) strategy to improve the marketing mix of the selected health care establishment. Support
your strategy by highlighting one (1) benefit of (1) portfolio analysis and providing two (2) examples that display
differential advantages.
3.
Assess the importance of technology in providing patients with clear and accessible information about
health care organizations and the product(s) / service(s) that they provide.
4.
Outline a survey to capture patients’expectations regarding the delivery and / or accessibility of
product(s) / service(s) identified.
5.
Use at least three (3) quality academic resources. Note: Wikipedia and other Websites do not qualify as
academic resources.
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