2. Level of Urgency- products can be categorized by the level of urgency of the condition to be treated,
3. Medical vs. Surgical Services-The two approaches to care are different and they are implemented by different specialists. Marketer must emphasize the benefits and minimize the risks of the procedures involved.
4. Diagnosis vs. Treatment- Differentiating between types of tests (screening, diagnostic)is important because the same test might be marketed in a different manner according to its use. With treatment procedures, the emphasis is on treatment and cure,and the intent is to restore health.
Psychological – attitudes, emotional response, personalities
Demographic- Sex, age, race, religion, education
Sociocultural- lifestyle characteristics, culture
Economic – type and extent of healthcare coverage available to individuals and families
2. State assumptions
3. Gather initial information
4. Profile the organization
5. Collect baseline data
6. Identify health characteristics
7. Conduct a resource inventory
Second Fiddle Strategy: The runner-up in the market concedes its second-place status and acts accordingly (aka market-follower)
Frontal Attack Strategy-The organization decides to confront the market leader or major competitors head on
Flanking Strategy-The organization outflanks the competition by entering new markets, cultivating new populations, or offering fringe products.
Healthcare services are usually provided locally, so national recognition is not always necessary for organizations.
They work best for the pharmaceutical industry and personal health product companies because consumers are more familiar with the brand.
2. Sponsorships on the part of the organization-corporate financial backing for a project or an event
3. Community outreach programs- establishes relationships with other community organizations; health affairs, education programs for community residents
Push incentives- used to influence intermediaries (healthcare providers, organizations) to carry or deliver a product. Ex. Exhibitions at trade shows, professional meetings, conferences.
Two examples: Banners, pop up ads related to healthcare, internet based directories of physicians, hospitals, or other providers.
2. Emphasis on long-term relationships-Careful attention to service needs and quality delivery
3. Direct to consumer movement-Targets narrow population segments and becomes more refined
2. Build a comprehensive database of customer profiles
3. Launch direct marketing initiatives based on those profiles
HIPAA-A number of constraints are implicit in database marketing in healthcare. These constraints are legal or ethical and often relate to issues of privacy, confidentiality, and data security.
2.An orientation toward product benefits rather than product features
3.A long term view of customer relationships
4.Maximum emphasis on customer commitment and contact
Relationship marketing has become more important for healthcare organizations because there has been a shift in emphasis from image marketing to service marketing and a movement away from a mass marketing approach to a more targeted strategy. It has shifted to emphasize long term relationships.
Relationship marketing is the process of getting closer to the customer by developing a long-term relationship through careful attention to service needs and quality delivery.