Health Care Marketing Reflection

Satisfactory Essays
Health Care Marketing Reflection
Rakia Rountree
HCS/539
May 19, 2014
Thomas Sloan
Health Care Marketing Reflection
Health care marketing is the new approach to public health; it is an industry that keeps growing as health care trends frequently change. The internet has changed health care a we know it social media website have been reported as the most effective tool to the marketing approach especially for pharmaceutical companies who have pop-up ads on just about every site consumers visit. The purpose of this paper is to reflect on marketing techniques, what types of trends that are being used and how they are used, how they are affecting consumer trends, and the negative and positive affects of the current techniques.
Types of marketing trends
Direct to consumer pharmaceutical trends have become increasing popular to promote products to health care facilities, providers, and patients. While there are many approaches and techniques used in the DTC pharmaceutical trend, the most effective are; “help seeking ad” which have been know to provide patients with medical information about a specific illness and advises consumers to contact there health care provider for more information but does not mention type of product, another is the “reminder ad” which often mentions type of product, name, dosage, strength, and price, the most commonly used trend is the “product claim ad” which will include the product name and it’s indication, safety claims, and efficacy (Ventola, 2011). The trends are being used to promote a variety pharmaceutical products regulated and approved by the FDA for people who may suffer from various illnesses the product was create to manage such as depression, chronic pain, heart disease, and respiratory diseases.
Current health care marketing techniques and trends
The internet has become and effective technique for health care marketing because of it large data base, it has influenced many health professional in there

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Hcs/ 490 Outline

    • 475 Words
    • 2 Pages

    d. Ensure that customers and medical specialists are given enough info about prescription drugs on branding and marketing IV. The chosen medical goods or services classification a. Drug Advertising, Branding and Publicity V. Reason for selecting this section a. The DDMAC division of the FDA is accountable for regulating conformity in advertising, branding and public relations. b. The DDMAC is accountable for proficient healthcare promotional procedures for direct-to-consumers advertising c. Info is given as well as what may or may not be included in end-user copies. VI. Conclusion a. Associate the significance of FDA regulations on drugs with existing measures…

    • 475 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Placebo Effect Analysis

    • 1186 Words
    • 5 Pages

    Another reason that DTC advertisements need stricter regulations is because the advertisements mislead consumers with distorted information about drugs. Furthermore, as DTC advertisements give consumers the wrong perspective, consumers would expect false consequences. These false consequences sometimes turn out to be a placebo effect. However, the problem is that placebo effect requires many random circumstances to be triggered, such as doctors and devices (Almasi et al. 284). Therefore, it is hard to expect for all patients to generate a placebo effect. Moreover, these false expectations disrupt the physician-patient relationship because consumers who are educated by misleading advertisements would require alternative treatment…

    • 1186 Words
    • 5 Pages
    Good Essays
  • Better Essays

    When the general public is presented with information about pharmaceutical drugs not only are they given information about something that can provide treatments for symptoms they may be having, but it also informs them about what certain groupings of symptoms may be. For example, a person having strange pains in his/her legs and doesn 't know what it is and might not seek medical attention. However, if he/she sees an advertisement on television that describes those exact symptoms he/she is experiencing, the advertisement would give the ailment a possible name. This information could help that person when he/she goes to see his/her doctor. The patient can describe what he/she is experiencing and tell the doctor about the ad that made him/her think there was a reason to visit the…

    • 1172 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Medicine Finished

    • 923 Words
    • 3 Pages

    social media presence. For example, a medical office website might not be just a single page to list their office hours and contact information. It can have informative articles for patients to read and find information on treatment options, new technology, or other things related to health care. In order to get a good first impression, the website should be professional, user-friendly, informative and memorable. (b) Offline marketing is important for medical office marketing plan. Although many patients are using internet to find a new practice, offline marketing is still an effective approach to reaching out to patients.…

    • 923 Words
    • 3 Pages
    Good Essays
  • Good Essays

    condition that warning information was provided about side effects and other dangers. “Directto-consumer advertising is the promotion of prescription drugs through newspaper, magazine,…

    • 701 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    According to “Drawing the line on drug marketing: the pharmaceutical and medical communities are split over allowing direct-to-consumer ads” It is important to know that Direct-to-consumer advertising "is used to gain market share for new drugs and to increase utilization, (which are) two main drivers of drug-cost increases," Green Shield says in its statement. "We are opposed to DTCA. We are however, very much in favor of the trend for consumers/patients to receive quality drug information, both in advance of and at the time of the…

    • 2355 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    In recent times, healthcare has been revolutionized by technology. Modern healthcare relies heavily on a number of electronic gadgets. These gadgets can take the blood count of a patient to keeping them alive through heart-lung machines. Telemedicine has now come into its own. The delivery of healthcare and exchange of data across vast distances through the transfer of basic patient information such as CT scans, MRI pictures, ultrasound studies and pathology reports have become acceptable everywhere. Marketing professionals in the healthcare sectors adopt novel ways of reaching out to patients by using technology. Internet marketing is also popular, as websites enable patients to locate physicians or sign up for health screening. Another development relates to condition-specific information made available through the Internet. This includes ailments such as arthritis, diabetes and asthma. Marketing strategies in healthcare take different dimensions. Sustained efforts at quality improvement are vital in healthcare sector. Information systems help by providing doctors with laboratory values and by calculating weight-based doses of medicine. Using such tools can reduce possible diagnostic and treatment errors in many clinical settings. Electronic medical records serve to promote internal, external, and interactive marketing efforts by healthcare organizations. Considering innovation, the first indigenous heart valve developed by an institute of national importance based in Trivandrum (Kerala) deserves notice. Ultimately, the aim must be to make medical care affordable to the common man and cost-effective for the healthcare organization. Total Quality Management (TQM) has now assumed importance and this is evident from the efforts made by hospitals to get accredited by reputed agencies. As a result of the technological innovations leading to quality enhancement in the healthcare sector, healthcare marketing has also undergone…

    • 1788 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    The Food and Drug Administration 's restrictions on direct to consumer (DTC) advertising restricts content and type of advertising. The FDA allows only three types of advertising for prescription drugs: brand name, indication or both. A key decision for Merck is which type of advertisement to use. A "product claim" ad can mention both the brand name of the drug and the problem it will correct, but it will also have to include a list of major side effects. "Reminder" ads could mention the brand of the drug, but not mention what the drug is for. "Help-seeking" ads allowed for un-branded ads that would encourage men to seek a doctor 's advice if they were concerned about hair loss. The right advertising should have an informational appeal emphasizing problem solving (Propecia® stops hair loss). The requirement to include side effects in product claim ads, a less than 2 percent possibility of sexual dysfunction, is difficult to address in a 30 or 60 second advertisement.…

    • 1517 Words
    • 7 Pages
    Good Essays
  • Good Essays

    The growing popularity of the Internet, the proliferation of social media websites, and the sheer number of people who visit these websites has thus created favorable opportunities to online health advertisers and marketers. A major challenge for the health industry over the years has been low health education, as when patients are better educated about public health, especially issues like diet and exercise, it helps them make better choices and as a result prevent many diseases (Berkman et al., 2011). Social media has created an avenue to bridge this gap as several health organizations now use social media to promote public health and healthy living, build their brand identities, as well as to identity strategies for…

    • 322 Words
    • 2 Pages
    Good Essays
  • Best Essays

    Deborah F Spake, Mathew Joseph, R Zachary Finney. (2009). Journal of Medical Marketing “Consumer opinion and effectiveness of direct-to-consumer advertising” 21-28…

    • 3816 Words
    • 110 Pages
    Best Essays
  • Satisfactory Essays

    This approach aims to educate people to change their behaviour in the sense that social marketers use a wide range of health communication strategies based on mass media. Social marketers also use other modes of communication and marketing methods such as message placement and promotion.…

    • 723 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    Throughout the twenty-first century, social marketing has become exceedingly popular among businesses; not matter the size. Marketing and technology have ultimately taken over the world, allowing individuals round the clock access to the Internet, music, emails, televisions, and video uploads all via their cellular device. Social media marketing as become remarkably popular among businesses such as Pepsi refresh project (Boone, L.E. & Kurtz, D.L. pg.354). This viral marketing launch became a year long initiative in which consumers created a short video that would benefit their communities. This particular marketing strategy was popular in the advertisement of Pepsi’s products without it costing anyone anything. When the videos went viral, Pepsi was able to save money on the cost of advertisements, and spend the money they saved elsewhere. Companies that evolve into social medical marketing will be able to increase exposure to their companies, gain additional web traffic, potentially increase sales and gain customers. Social media marketing is the new way of the world for companies interested in expanding their brands; therefore, more companies are investing more of their money in social media.…

    • 1235 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    PharmaCare essay

    • 3754 Words
    • 16 Pages

    The Food and Drug Administration relaxed the regulations regarding the need to advertise the side-effects of prescription drugs in 1997. (FDA) The relaxed regulation allows for direct-to-consumer advertising and this change the marketing strategies. There is now an influx of pharmaceutical advertising using infomercials. Gary Humphreys informs us in his article, “Direct-to-Consumer Advertising Under Fire”, that pharmaceutical companies “spent just under $5 billion last year alone” (576) on this type of advertising. The infomercials somehow make consumers believe that there is a need for them to have the drug and therefore create an increase in its sales. Because consumers have a desire to take control of their health they are now going in the doctor’s office and telling the doctor’s about the infomercial and the drug that they would like to try.…

    • 3754 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    List one approach the consumer may use to verify the accuracy of the marketing message.…

    • 654 Words
    • 3 Pages
    Good Essays
  • Better Essays

    References: Hillestad, S. G., & Berkowitz, E. N. (2004). Health care market strategy; from planning to action (3 Ed.). Sudburt, Massachusetts: Jones and Barlett.…

    • 1128 Words
    • 5 Pages
    Better Essays