Assignment 4 Bringing It Altogether
Assignment 4: Bringing It Altogether
Dr Wendy Whitner
HSA 505
September 9, 2012
1) Distinguish the marketing approach that a health care marketer would take to handle products and services to a marketer of consumer goods.
An approach to marketing is important to know and analyze the different views that marketers have about the future. This vision of the future will strongly condition the entire strategic planning of marketing for healthcare. In order to continue to thrive, companies must acquire and keep customers. As a result, marketing and sales has become an area of increasing focus for companies of all sizes. Marketers create an effective marketing strategy is based on a five-step process: 1: Understanding the market climate and marketing strengths and weaknesses 2: Developing a marketing strategy 3: Building a marketing plan 4: Implementing the plan 5: Monitoring the success of the plan (Burgemeister, 2003).
A solid marketing strategy provides a roadmap to creating and delivering true value to distinct groups of customers. All successful marketing strategies must begin and end with the customer, they cannot be an afterthought or taken as a given, so marketers must test their assumptions about their customers constantly. These are the thing that goes into a marketing strategy. A cohesive combination of: Targeting—to whom are you going to market your products and services? Positioning—how are you going to differentiate yourself from competitors? Product/Service Attributes—what attributes/features will the product/service have? Marketing Communications—how are you going to reach the target and with what message? Pricing—what price will you charge the target? Distribution—what channels will you use to sell the product or service? Customer Service—how will you manage additional customer needs? Of these components, targeting and positioning are the two most critical elements (Burgemeister, 2003).
Healthcare is on everyone’s mind from the government
Dr Wendy Whitner
HSA 505
September 9, 2012
1) Distinguish the marketing approach that a health care marketer would take to handle products and services to a marketer of consumer goods.
An approach to marketing is important to know and analyze the different views that marketers have about the future. This vision of the future will strongly condition the entire strategic planning of marketing for healthcare. In order to continue to thrive, companies must acquire and keep customers. As a result, marketing and sales has become an area of increasing focus for companies of all sizes. Marketers create an effective marketing strategy is based on a five-step process: 1: Understanding the market climate and marketing strengths and weaknesses 2: Developing a marketing strategy 3: Building a marketing plan 4: Implementing the plan 5: Monitoring the success of the plan (Burgemeister, 2003).
A solid marketing strategy provides a roadmap to creating and delivering true value to distinct groups of customers. All successful marketing strategies must begin and end with the customer, they cannot be an afterthought or taken as a given, so marketers must test their assumptions about their customers constantly. These are the thing that goes into a marketing strategy. A cohesive combination of: Targeting—to whom are you going to market your products and services? Positioning—how are you going to differentiate yourself from competitors? Product/Service Attributes—what attributes/features will the product/service have? Marketing Communications—how are you going to reach the target and with what message? Pricing—what price will you charge the target? Distribution—what channels will you use to sell the product or service? Customer Service—how will you manage additional customer needs? Of these components, targeting and positioning are the two most critical elements (Burgemeister, 2003).
Healthcare is on everyone’s mind from the government
References: Bacal, R. (2004). Internal Communication Strategies - The Neglected Strategic Element. Retrieved September 10, 2012 from http://performance-appraisals.org/Bacalsappraisalarticles/articles/comstrat.htm Berkowitz, E. N. (2011). Essentials of health care marketing (3rd ed.). Sudbury, MA: Jones and Bartlett Burgemeister, S. (2003). Marketing channel strategy for consumer goods. Grin Publishing. Retrieved September 8, 2012 from http://www.grin.com/consumer Foster, B. (2012). The Golden Age of healthcare marketing: fact or fiction? Retrieved September 9,2012 from www.ajc.com/goldenage.htm Katz, A. & Thompson, J. (2006). The role of public policy in health care market change. Health Affairs Retrieved September 9, 2012 from http://content.healthaffairs.org/content/15/2/77