Healthcare in Marketing (Lasik)
Lasik's Methods in Other Health Care Organizations
Customer profiling is a vastly unexplored marketing method in the health industry. While it has been used to target very specific markets, such as potential consumers of elective surgery, other markets have been largely neglected (Barber 2001). The reasons for this are many, but mostly they include difficulties with medical data gathering, and legal issues regarding potential customer profiling.
Despite the above-mentioned difficulties, there are several organizations that can and do benefit from customer profiling. One such entity is the pharmaceutical industry (Winterhalter 2002). Here the customer being profiled is normally the health care professional, rather than the patient. By gathering geo-demographic data as well as customer loyalty information from a group of health professionals, pharmaceutical companies can significantly enhance the effectiveness of their marketing practices. This will further benefit not only the professionals, but also the healthcare consumer, in that pharmaceutical medicine prices are favorably...
Using customer profiles, marketers can therefore invest in areas most likely to respond to products advertised, and save money that would otherwise have been lost by investing in a location where interest may be low.
A contemporary phenomenon that has touched the healthcare industry, and nearly every other area of life today, is information technology. The healthcare industry can greatly benefit from such technology not only for customer profiling, but for a myriad other purposes. Thus, IT companies can profile potential consumers in the industry for the kind of services they may require. Similarly information technology can significantly facilitate customer profiling activities within the industry. Lawson Software is for example an e-business company that targets the healthcare industry for its specialized computer services (Business Wire 2001).
The Role of Customer Profiling in the Non-Profit Organization
Customer profiling can also play a very important part in non-profit healthcare organizations. While the main purpose of these organizations…
Through referrals, word-of-mouth, medical communities, and online platform, market and highlight generalist and specialist doctors as one of the best in the state of California. Conduct 'marketing through reputation,' word-of-mouth marketing primarily sustained by patients/clients Diversification Development of a program that reaches out to a wider, less-medical-oriented market. Good Sam could develop health & wellness programs as part of its daily healthcare services. The objective of the program is to promoting
Edu). While this example just discusses one manner in which a given policy can empower a healthcare marketing strategy, social marketing is currently so engrained in our culture that its powers are truly widespread. Social marketing allows products and brands to have more flexible and sensitive pricing as their prices can be changed at any minutes and consumers alerted, given the instantaneous nature of social marketing. The same goes for
Healthcare Marketing The purpose of marketing is to identify the needs of consumers, determine the target markets as well as, applying products and services to serve these markets. Marketing also promotes such products and services within the market place (Pearson, 2003). The four Ps of marketing include; Product Products are goods and services that businesses provide for sale to their target market. Apart from physical product, there are some elements of products
Health Care Marketing, Sales Cycle Essential of Health Care Marketing, There is a continuous change in the healthcare industry hence the enormous laws and policies, fresh innovations and increased education on health consumers. The administrators should be in a position to shift their strategies with the aim of meeting the demand of the dynamic market. Sellers are in a position of choosing any approach in order to pursue the consumer market as
Introduction When it comes to healthcare marketing there are certain restrictions that have to be followed under U.S. law. For example, the FDA has rules for companies that want to market pharmaceuticals directly to consumers. Truth-in-advertising laws have to be complied with. Stark Law rules and HIPAA rules both determine the extent to which social media platforms can be used by medical companies, with respect to doctors gaining referrals and the
Ethical Concerns in Healthcare Marketing The healthcare environment/setting is characterized by several ethical concerns or challenges, which have tremendous impacts on patients and their families as well as other stakeholders. The existence of numerous ethical concerns in the healthcare setting is attributable to the fact that nearly every decision made relating to delivery of patient care has ethical implications. The implications in turn have significant effects on patients, healthcare leaders, and