Assignment
When developing a marketing plan, it is important to understand that health care consumers differ from consumers in other markets. One of the greatest distinctions is that health care consumers are often not the ones to select the products or services they are purchasing. Instead, doctors or other health care providers decide what services or products consumers need. This means that when marketing in health care, organizations should consider both the consumer and the provider. For this Discussion, you examine buying behaviors of health care consumers in the following scenario and recommend strategies to market a drug product.
Scenario: A pharmaceutical company is going to be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.
Describe one individual and one industry consumer for the prescription drug product in the provided scenario. Analyze buying behaviors and characteristics of these consumers. Then, recommend strategies to market this product to the consumers you identified. Include strategies for the different stages of the product's life cycle. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Must use these resources:
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Fottler, M. D., Malvey, D., Asi, Y., Kirchner, S., & Warren, N. A. (2014). Can inbound and domestic medical tourism improve your bottom line? Identifying the potential of a U.S. tourism market. Journal of Healthcare Management, 59(1), 49-63.
Kash, B. A., & Deshmukh, A. A. (2013). Developing a strategic marketing plan for physical and occupational therapy services: A collaborative project between a critical access hospital and a graduate program in health care management. Health Marketing Quarterly, 30(3), 263-280.
Moran, M. E., & Baum, N. H. (2012). Marketing and medicine: A questionable mix. The Journal of Medical Practice Management, 28(1), 33-36.
Part 2 :
• Select a health care product to market within your organization.
• Identify the consumer population of your organization, including general and business consumer.
• Consider traditional and/or contemporary marketing techniques that may be appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Reflect on why you might select this technique and how you might use it to market the product.
• With the marketing technique you select in mind, consider how you might create an advertisement to market the health care product and what communication techniques might be appropriate for your population.
The Assignment
Write a 2-page brief that addresses the following:
• Describe the health care product you selected.
• Analyze the consumer population of your health care organization.
• Recommend a marketing technique that is appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Include why you selected this technique and how you will use it to market the product you selected.
• Recommend one or two communication techniques that are appropriate for the consumer population.
Then, create an advertisement using the marketing technique you selected. Be sure to utilize communication techniques that would be appropriate for the consumer population you identified.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Must Use these resources:
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P., Knifton, L., & Clarke, A. (2014). Just telling and selling: Current limitations in the use of digital media in public health: A scoping review. Public Health, 128(12), 1066-1075.
Enos, G. A. (2014). One CEO attacks bait-and-switch marketing. Behavioral Healthcare, 34(6), 16-17.
Fraenkel, L. (2013). Incorporating patients' preferences into medical decision making. Medical Care Research and Review, 70(1), 80S-93S.
Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler, R. (2015). Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices. Vaccine, 33(34), 4204-4211.