Healthcare Marketing Management

Topics: Marketing, Marketing plan, Strategic management Pages: 22 (3875 words) Published: February 16, 2013



Marketing can be defined as analysis, strategic planning, implementation, control of programmes designed for voluntary exchange of values to attain consumer satisfaction. It can also be defined as a social and managerial process by which individual or groups obtain what they need and want through creating and exchanging products and value with others. Marketing is about marshalling the resources of an organization so that they meet the changing needs of the customers. Marketing was merely a concept earlier which has now become a process. This process involves exchange between the buyers and sellers. [pic]

Thus employing the right marketing mix, which means using all those marketing tools , such that an organization is able to apply not only consumer needs but also achieve its objectives. Thus marketing is the central core activity of any organization and thus an important organizational function.

Marketing defines strategies Implementation of plans,
plans, creates and gets execution of activities as per
opportunities for businessthe planned strategies. ie to
developmentbe on field (sales calls)

Marketing is the applied science most concerned with managing exchanges effectively and efficiently.


Marketing management is the practical application of marketing techniques. The marketing manager has the task of influencing the level, timing, and composition of demand in a way that will achieve organizational objectives What is Health Care?

Health Care is the prevention, treatment and management of illness and the preservation of mental and physical well being through the services offered by the medical, nursing and allied health professions According to the WHO (World Health Organization) Health care embraces all the good and services designed to promote health including “preventive, curative and palliative interventions, whether directed to individuals or to population



Health Care is not different from other goods ie food, clothes, or any other commodity because like any other commodity it is scarce and therefore requires allocation. Health care has both consumption and an investment element ie good health yields direct consumption benefits from being healthy and contributes to greater production and investments.

Health Care Marketing – Concepts
The health care industry is constantly changing. As the need to effectively communicate innovations, resources, and technology becomes greater. The need to get your message out in a timely manner to industry professionals and consumers also becomes greater. A multidisciplinary practice that promotes the use of marketing research to educate, motivate and inform the public on health messages. It adds science-based strategies to prevention, health promotion and health protection.  India's health system is at a crossroads. As India undergoes a health transition, Indian people require a good health care management scheme as the major section of the paying Indian population lies in the middle class, whereby they are ready to invest periodically instead of paying large amounts at the time of hospitalization. Managed care is one of the alternatives which will be made available to the Indian population soon after the private insurance companies will commence their operations in India. Building hospitals is a very complex process. all services provided in hospitals have highly specialized requirements which further requires tremendous co ordination. Good planning along with equally good project management and control on cost becomes imperative. Financial scheduling for every stage of project not only helps in cash flow management and but also in cost containment Quality, Availability and...
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