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WEEK DISCUSSION POSTING 1
Week 7 Discussion Posting
As Griffith and White (2019) indicate, to capture the breadth of the marketing concept, the 4Ps (i.e. product, place, price and promotion) could be used in various contexts. In seeking to implement the new Well-Baby Program, there are a number of queries that could be prompted by the 4 Ps. These have been highlighted below.
a) Product
1. What are some of the key issues or concerns that the new Well-Baby Program seeks to address?
From an overall perspective, the Well-Baby Program seeks to improve the wellbeing of the entire community by first and foremost focusing on one specific demographic category. More specifically, the program seeks to optimize the health and wellbeing of young children by ensuring that all developmental milestones are met and that issues which could be a source of concern in the future are addressed.
2. Are there programs that could be deemed similar to the Well-Baby Program?
No. At present, there are no programs that mimic the Well-Baby Program at the community level.
b) Place
1. What is the segment size?
Available statistics indicate that at present, there are a total of 15,000 live births in this particular community - per annum.
2. What are some of the key demographic factors in relation to our target market?
The key demographic factor in this case happens to be age. The focus of the program will be infant (i.e. birth to 1 year) toddler (1 to 3 years).
c) Price
1. Does the value that Well-Baby Program adds justify the additional cost to the consumer?
Yes, in the sense that it helps prevent future healthcare costs by aiding in the detection and correction of identified issues/concerns.
2. Is the target consumer price sensitive?
No. This is more so the case given that most households are in the $140,000 - $149,000 income range and, thus, fall on the upper middle class category.
d) Promotion
1. What would be the most ideal communication channels in seeking to reach out to the target market?
The most ideal communication channels would be local media houses and fliers detailing the relevance and details of the program.
2. For what period of time is the promotion expected to run?
The promotion will be expected to run for a total of 3 months.
References
Griffith, J.R. & White, K.R. (2019). The Well-Managed Healthcare Organization. American College of Health Care.
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