PEST analysis of health service marketing and differentiation strategies

Health Service Marketing for the Future

PEST Marketing Analysis and value proposition are required in understanding the complexities of marketing in the health service industry. By conducting an evaluation of political, economic, social, and technological factors that affect health services, the process to uncover the future marketing needs can be addressed.

Political

Political includes the climate surrounding health services such as governance and regulations. In terms of marketing, the health services would highlight possibly cultural health concerns in order to target specific groups of people. The political review would take a look at private vs. public health services and how they are financed. For example today political structure stand to gain benefits by entering the market. Now there is the Government Health Care Reform, and will be new requirements of every American to get health services or pay a penalty, Rhoda Weiss, (2010).

The ability to manage a health care services successfully in recent years has become increasingly difficult. There are so many great challenges that threaten the outcome of running a hospital or other health service facility. Added to the competition of other comparable services are now several new levels of complexity that appear to come from every direction and multiple industries. For example there is Government Health Care Reform that demands lower costing services according to Weiss (2010). The introduction of many technological services that cut out many traditional services through information technology. The collaborating of physicians to form their own independent health services. The ability of patients to gather information on their own about ailments and seek out competing treatments or demand better services. The fact that patients are now informed enough to 'shop' for second and third opinions and decide which health service meets their needs. Not to mention the ongoing impact of new medical treatments and other advances that the health service professional must remain educated and cognizant of through continuing education.

All this while realizing that the tools used in the past to market health services are not as effective. In fact television ads, radio, billboards, and news print are being ignored because they fail to differentiate health services. This is a time of increasing competition while at the same time consumers expect more from the health services they receive says Institute of Medicine (2006). How then can health service organizations differentiate themselves in order to compete. There are several ways that this can be done in today's challenging health service market through specific areas that will gain consumer confidence.

First, the consumer or patient experience is of great importance in today's social marketplace. Here is why the consumer has more access to health data. The speed with which science and medicine are progressing is more than most health servicing agencies can keep up with. Add to this the increased spotlight on health and wellness initiatives along with the government and community pressuring for lower costs yet provide a quality service reports Institute of Medicine (2006). The accountability required by health services is increasingly apparent with all of the oversight of stakeholders who have multiple opportunities to withdraw investments if there is no growth. Perception of these stakeholders presents a constant reminder of how important the health service experience of every consumer has become.

Economic

Health service providers realize that the industry is facing tremendous transformation. As demonstrated quite clearly the economy in the U.S. has faced increasing pressure since health service demands dropped during 1995 to 1999. The challenge has gone to the state and even the federal level that struggle with health care budgets and expect reforms starting in 2010 to help with the growing cost of Medicare says Porter (161: 2008). It is well understood that increased revenue for health services relies on the ability to give a positive experience to every single stakeholder from the consumer to those investing in the health service agency. One of the top researchers Forrester Studies has given the consumer experience as one of key components needed for long-term residual success reports Porter (2008). According to Forrester Research (2007). They based the ability to measure perception and word of mouth to revenue and trust as a brand that can position health services to reach marketing goals and objectives. Consider this if a patient does perceive that the health services given are meeting their needs they can report this to others through word or mouth and will most likely not return. This means more revenue for the provider.

During all of the changes caused by health care reform at the national level, Cynthia Sucher, who is a vice president in marketing at the WinterPark Memorial Hospital.

speaks on the importance of sharing information with the public about how to budget their health service dollars. The focus is also on preventative care and live a healthier lifestyle remarks Diamond (2011). The financial imperative to make healthier choices and reduce repeat health services is becoming increasingly apparent to the employers and employees alike states Diamond (2011).

Preventable, recurring disease has become a key factor in the escalating cost of health care. As more information is released about the Health Reform on a National scale, the level of accountability will affect the amount of dollars allocated for repeat health services. No longer will a fee for service be allowed, but the health service dollars will be based on an episodic payment. Meaning the economic emphasis will shift from "serving sick people to keeping people well," Diamond (2011).

Health service providers must realize what consumers wants and meet the demand (Stoker. Communicating with consumers through proactive social contact in marketing is necessary to bridge the gap between health service providers and employers (Stoker. Next meeting employer needs is paramount to get the cooperation to pay for employee care otherwise employers will continue to reduce their level of participation in health services. Employers are asking for a hassle-free health service benefit system that offers quality service for a reasonable price, and with few employee complaints" according to Eliscu (.

Value Proposition

It is important to communicate a value to the health service stakeholders. Whether they be professional practitioners being recruited to join the team, investors, customers using the services, or employers considering your services for their employees. The value proposition lays out the reasons why stakeholders should consider the health service provider's offer. Understanding value is most important in improving the marketing and sales success says Nugent of the Medical Marketing Service (2007). It is important to understand what the needs and even preferences of the stakeholders in order to show the benefits or worth of accepting the offer. In order to successfully communicate value it will be necessary for both the sales operations and marketing team to work together reports Nugent (2007). By analyzing the various market segments that come into play, it will become clear how to develop a value proposition tailored to each market segment or stakeholder in the case of health services. For example, the mandatory regulations and required insurance requirements should be integrated with the interests of the health provider.

Health professional such as Nurses and other practitioners that have direct contact with consumers need to recognize the importance of their efficiency, service manner and quality of care. According to Nursing Empowerment Firms that understand the mission, vision, and goals set by their employers, they have nearly 30% more success in return on investment than other organizations, Diamond, Wyatt (2011). It is important to recognize the social game through face-to-face service as well as in social media, perception is reality. Regardless of contact with close family, the patient, or friends in the health service vicinity, all must feel comfortable with the level of service given. The number of consumers that respond to an online feedback forum can seriously add support or detract from a health service firm's success. Swaying the view of the health service firm in the eyes of an entire segment of the population in a metropolitan area according to Stoker (1994).

Some improvements have to take place in educating health service workers about necessary quality practices. Relating to consumer well-being and bedside manner, physician access and marketing PR in promoting health services in the community says Stoker (1994).

Technology

We have touched on a few technological aids that can help transition health services. The health service firm has to decide on goals related to use of technology and media communications in order to market success while advancing "learning and improvements, as well as measuring any positive stakeholder feedback" states Porter in the New England Journal of Medicine (2010).

Wellness initiatives on America's leading health issues are soundly documented. Preventative services are on the rise. There are more diet and exercise centers opening each year than ever in the history of health care remarks Porter (2010). People are becoming more health conscious through the social media, blogs, email advertisements, and twitter communications. Traditional media has also gotten on the band wagon and now offer healthy cooking, exercise television programming, weight loss challenges of every sort (i. e. The Biggest Loser). All to inform and educate the public that the best way to stay healthy is to live a healthier lifestyle.

Hospital marketing teams require innovative ways to communicate with consumers. As mentioned there are a number of easy access media some mentioned are blogs, pod casts, website with interactive capabilities, and even online audio and video communications. These all will assist marketing campaigns in becoming the most effective while capturing consumer feedback and contact information for followup to retain prospects.

One of the newest resources for health service marketers today is the web cast. This allows a number of people to get together online without having to leave their home, or office to discuss a topic with an health expert. Here they can get the needed information or ask questions relating to a health service. One health organization that has taken advantage of several new online media solutions is the Mayo Clinic who now incorporates blogs, audio and video streaming of health services, website access to medical libraries and remedies for illnesses or symptoms along with a host of other interactive services (See table 1). All designed with the goal of helping as wide and audience as possible get access to health services suggests Diamond (2011).

Mayo Clinic Media Marketing Strategy (

Syndicated programs

Daily pod cast

Using media to leverage other initiatives

Tools available relating to media

Lessons that were learned

Next action plans

Such as how to respond negative posts on blogs, or messages.

Future Media Trend

Conclusion

Continuous improvement in strategic marketing initiatives will ensure that competition proceed that will help to reduce costs for health services while increasing quality with better efficiency in methods and processes suggests Porter (2010). As the various factors of the marketing PEST analysis has shown innovation is needed to keep up with the volatile changes in the political and economic market. Yet through getting involved with some of the social and technological opportunities the level of health service can continue to rise along with the level of quality. Better approaches will be discovered that can further developed for maximum ROI. Those approaches that were not successful can be removed or restructured (. Cost benefit to consumers and employers alike will determine value as it adjusts the market grows. This is how most industries secure their future from wireless communications to banking. Health care may follow a similar path to invest in a maximum return on marketing investments (Michael Porter, Harvard)

The best recommendation is for health service providers to continue working on better services and lowering their costs. In addition they must continue to communicate with the communities they serve and focus on providing a benefit such as preventative health initiatives. It is important from a marketing standpoint for health service providers to focus on a marketing team poised to research and evaluate all avenues of their marketing strategy internally and externally considering a SWOT analysis that will help to highlight strengths and weaknesses within the organizational structure and culture. While the external view of opportunities and threats will allow the provider to recognize areas they can move forward or devise strategies to minimize the impact of threats. This team would serve the provider best if made of not only the company managers but administrators and health professionals employed at the health service center. With a well rounded team, there will be a voice from the multiple stakeholders poised to move the health service provider to the next phase of its future development. It is important for the health service provider to become proactive in making decisions that will position it to compete with others in the industry. Identifying what differentiates them from the competition and understanding their mission as well as a sound marketing mix that will propel them ahead. As investors see the resourcefulness of the provider along with employees, they will consider them over others who still hang on to traditional marketing techniques.

Health service marketing is not to be ignored in the business plan but plays an important role in the success of the provider. The future of health services is customer centered, value driven, and must include quality and a reasonable price. These factors communicate how the health service will be viewed by the industry as well as its audience.