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Sample Essay on Marketing of Health Care

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Sample Essay on Marketing of Health Care

Health care marketing is continuously changing and growing. The introduction of new information communication technologies has revolutionized not only how health care facilities operate including service provision but also how they advertise their services and products. Health care sector is constantly embracing new and improved approaches to marketing. It is the aim of every medical centre to stay on top as a market leader. This paper discusses how marketing in health care occurs.

Health care centers have embraced a brand-based marketing as an approach to creating awareness of their services. Branding entails positively standing out among competitors. Branding has to be powerful for the business to gain reputation. Brand marketing involves brand awareness, brand image, brand recognition, brand equity, name recognition and name awareness. Successful brands must have a resonance with the customers. Brand resonance involves how well a customer can identify himself with a certain brand.

Also, most health care centers have embraced the marketing approach of professional referral. They use other dental, medical or professional sources to bring new customers. Patients who are referred by professional doctors tend to trust them more and thus the health care benefit from such referrals. Health care centers are working toward increasing their network of professionals.

Today, health care practitioners and facilities use public relations as a way of marketing.  Public relations include having a plan and carrying out health care publicity. The healthcare publicity goes hand in hand with the free press exposure of the health care. Free press is as a result of appropriate timing, excellent planning and delivering a clear and right message that will make the public aware of the existence a health care products and service.

Most health care centers have become tech savvy. They are marketing their products and services through the internet. The internet has a variety of channels for marketing such as social media, patients’ portal and mobile apps. Online presence of a health care gives it an edge when it comes to competing with the other players. Traditional business marketing of products such as cars, foods or shoes shares some of the features of health care marketing, though; there exist some differences between the two. For example, Ford’s advert or the Virgin Atlantic’s “Let it fly” advert on the media is noticeably different to the ones of the United Healthcare. Ford is advertising their quality automotive while United Healthcare concentrates on creating awareness of the medical services.

 Business marketing involves both internal and external marketing while health care marketing mainly consists of internal marketing. Internal marketing refers marketing your product or services to the people who already knows you. External marketing uses media channels such as newspapers and radio so as to reach the people who do not know you. Marketing has an effect on the clients as it convinces the clients to feel that they need what is being advertised.

Marketing is more vibrant in the traditional business marketing as compared to health care marketing. The reason being that initially, people thought that marketing health care was unethical. In the 21st century, the perspective of marketing health care being viewed as unethical is no longer into existence. Health care marketing is directed to those suffering from illness and to those who might suffer from any disease in future.

The majority of the health care marketing activities portrays healthcare as a good whereas it should be treated as a utility. Also, the healthcare is spending too much on advertising rather than investing in modern and quality equipment for the healthcare. However, marketing remains an essential driver of growth of the healthcare Thus, it should be properly planned and carried out. The most effective channels remain to be referrals, internet and media.

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