Marketing In Health Care: A Case Study

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Marketing is defined as the activities and processes for creating, communicating, delivering, and exchanging offerings for clients, customers, partners, and society as a whole (Rooney, 2009). Health care organizations are also using marketing strategies and techniques to promote services. However, marketing in health care brings forth several challenges. The article by Rooney (2009) states that many people refuse to envision themselves as users of hospital services, and avoid advertising that declare the statistical chances of their future medical need. Additionally, the article states that this makes the traditional practice of targeting products, and services to the community ineffective (Rooney, 2009). According to Shaw (2008), health care …show more content…
Another challenge of importance is that health care organizations, mainly hospitals, are competitive. Organizations have to figure out how to become more productive, increasing activity, and improving the organization’s image (Codourey, 2013). Another challenge with marketing in the health care industry is that organizations must follow state and federal guidelines. This challenge is very important in health care, as violations of guidelines can have severe consequences. The article by Rooney (2009) states that many organizations have confused the concept of using the web with the process of regurgitating patient information. Additionally, the article states that it is easy to understand how the Health Insurance Portability and Accountability (HIPAA) represents a barrier in the implementation of marketing plans, and strategies (Rooney, 2009). With these limitations and constraints it is more difficult for health care organizations to use the same marketing strategies and concepts as other …show more content…
Nonprofit organizations are able to build their brands quickly, and effectively by advertising through public education, and engagement of consumers. As a manager, the first step in the transition is to determine who the brand is marketing to. Researching demographics of the market, and identifying general characteristics can help developing an effective market (Gluck, 2016). A crucial aspect of marketing for nonprofit is to focus on the target patients, and engaging them through advertising, and education. This could be done through social media outlets, advertising through commercials, and building websites that allow patients to interact with physicians, and other health care providers. The article by Gluck (2016) states that marketing strategies should employ a combination of communication methods, and platforms, such as, email, social networking, fundraising events, and platforms. These aspects are all important for the transition to a nonprofit organization. Additionally, collaborations with other nonprofit organizations, and for profit businesses will help spread information, and awareness of the organization (Gluck, 2016). Having support from other organizations is vital for success in the industry. The article “Rebranding Helps Sharpen Marketing Strategy” states that putting a fine point on the term marketing can help a hospital define its strategy, and

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