Health Care Marketing Analysis

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Health Care Marketing Analysis: Prenatal Clinic
Carmela West
HCS 539
September 17, 2012
Beth Athanassiades
Health Care Marketing Analysis: Prenatal Clinic
The description of the product, price, place, and promotion will help provide the prenatal clinic with a marketing strategy that will result in its success. It is important to comprehend the importance of the four Ps. The examination of the relationship between the prenatal clinics’ marketing and partnerships can provide a better understanding of its value for the organization. It is vital to determine a target market, demographics, data, and psychographics of the location of the prenatal clinic. The prenatal clinics’ success will depend on the understanding and the knowledge of the target market, so a strategic market plan must exist. Product

The Prenatal Clinic in Bryan, Texas, provides prenatal care to Medicaid patients. Prenatal services include breast feeding, free pregnancy tests, preparation for child birth, parenting, and infant CPR. These services help pregnant women increase the chances of a safe pregnancy and help prepare women for motherhood (The Prenatal Clinic, 2007). The services include regular examinations, monitoring the baby’s heartbeat, checking baby’s growth, counseling, checking position of baby, preparing the new mother for labor, and caring for a new born. Prenatal care is vital to provide the best care for the mother and her unborn child. The Prenatal Clinic also provides the woman who is pregnant with support and information in regard to disease diagnosis or warning signs that may occur in a troublesome pregnancy or delivery of the baby (Department of Health, 2012). Price

The approximate price of prenatal care can reach about $2000 throughout a normal pregnancy. If any complications arise, the total amount could increase according to the particular circumstance. These estimates are normal rates for the majority of prenatal care organizations. Establishing a price for The Prenatal Clinic is important for patients and for the clinic’s revenue stance. Normal prenatal care visits are about $100 to $200, and this includes the ultrasounds, blood tests, and urinalysis. A pregnant woman usually has some form of health insurance and the insurance usually pays for these health care visits. At The Prenatal Clinic, the majority of patients receive Medicaid, and this sort of insurance pays for prenatal services. Other health insurance can include co-pays and other visits can range from $200 to thousands of dollars. This could add up to be more if there are complications and the administration of more tests and ultrasounds are an inclusion. There are organizations that do provide help to pregnant women who have no insurance like The American Pregnancy Association (costhelper, 2012). Place

The Prenatal Clinic’s location is in Bryan, Texas, next to a bus terminal. Surrounding agencies include a dental clinic, health clinic, community outreach, and other community service agencies. The clinic is close to residential neighborhoods and is easily recognizable from the street. Women give births to babies every day. The second highest birth rate involves Texas. A good strategy to help the location of the clinic could include analyzing the population in a specific area, including age groups, the amount of female population, the amount of female using contraception, and the amount of female not using contraception (Texas Legislative Study Group, 2011). Promotion

The promotion of The Prenatal Clinic needs to consider advertising, personal selling, and publicity. These concepts are important if the prenatal clinic wants to receive patient. Advertising on the Internet and through the mail are excellent ways to convey the services of The Prenatal Clinic. Creating brochures and mailing them to residents can help boost customers. Running ads in the city’s newspaper is another good advertising technique. Running ads with...
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