Pestle Analysis described marketing strategy as “the process that allows the organization to focus on available resources and utilize them in the best possible manner to boost sales and gain leverage over competitors” (Pestle Analysis, 2016). In other words marketing strategies are the means by which a company achieves its marketing objectives and are usually concerned with the 4 p’s of marketing. A good marketing strategy will allow the health care organization marketing manager to consolidate its entire marketing goal into a refined and comprehensive plan. According to Walker, Boyd “the purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities …show more content…
As Kotler, Armstrong & Cunningham stated “the marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market” (Kotler, Armstrong & Cunningham, 2005). The 4 p’s of marketing consists of everything that a healthcare organization will require for planning and execution of its marketing strategy and to influence demand for its services. For a marketing strategy to be effective and meet the organization’s marketing objectives it must combines the 4 Ps of the marketing mix (Kotler, Armstrong & Cunningham, …show more content…
It will also give you background information about other healthcare organization that you might be competing with. From the research you can also learn about the demographic breakdown within the population, percentage of the population that is employed and the median income. These are information’s that will be vital to the marketing strategy especially when determining the price to charge for service. Step 3
Know your Competitors
It is important to know the competitors in the service area if a healthcare organization is to remain viable in a very competitive industry. For instance it is important to know how many healthcare organizations are within your service area, the kind of healthcare services they are providing, the volume of patients they are seeing and if they are still accepting new patient, if they are using new technology and also the price they are charging for specific services.