Formulating a Marketing Strategy in Healthcare
Product
Product in healthcare is the service offered by a medical provider or organization (Berkowitz, 2021). Surgical procedures, treatments, consultations, and other utilities may be included.
Applicable Marketing Strategies
- Creating new hospital services that are one-of-a-kind and cater to the requirements of patients in a specific area.
- Improving healthcare service quality by introducing novel technologies or actively recruiting highly skilled personnel.
- Patient satisfaction is prioritized by offering outstanding client service and guaranteeing that patients get a positive experience.
Price
In the healthcare context, the price component is the cost of healthcare services to patients.
Applicable Marketing Strategies
- Offering pricing that is competitive with other healthcare professionals in the area.
- Creating payment arrangements or insurance plans that make healthcare more affordable for patients.
Place
In healthcare institutions, place means the location where medical treatment is offered.
Applicable Marketing Strategies
- Extending the coverage of health services to new regions where medical care is in high demand.
- Building new or expanding existing healthcare facilities to accommodate the demands of more patients.
Promotion
Under promotion, marketing and advertising activities used to draw in and keep patients are understood.
Applicable Marketing Strategies
- Creating educational and interesting content that informs patients about healthcare conditions and treatments.
- Collaboration with other healthcare professionals, such as clinics or doctor’s offices, to reach more patients.
Selecting a Marketing Strategy for the Hospital
The hospital could launch a new weight loss program focusing on nutrition and physical activity. Patients suffering from obesity or other weight-related medical problems could benefit from this program. A systematic program that includes individualized meal plans, exercise routines, and coaching would benefit them (Katzmarzyk et al., 2018). The hospital could offer package deals, group session discounts, and payment plans to make the scheme feasible and cost-effective for different patient segments. The hospital could also promote the weight loss program through blogs and social media advertising while considering virtual training for broader reach.
Advertising Campaign
The advertising campaign should raise interest in the new weight-loss scheme, educate prospective customers about its benefits, and motivate them to sign up. Individuals suffering from obesity or other weight-related medical problems who are looking for a holistic weight loss solution should be the target audience. Television advertising, social media, and content marketing are all examples of digital advertising channels that can be used (Lopes & Casais, 2022). The advertisements could include eye-catching visuals and a call to action to learn about the scheme or sign up.
These advertisements could include a series of TV commercials highlighting the benefits of the diet and exercise regimen and before-and-after posts of patients who have accomplished similar weight-loss schemes. Posters will be distributed to users interested in losing weight or living a healthy lifestyle on the hospital’s Facebook and Instagram sites. A suitable advertising message would be, “With our customizable weight loss program, you can transform your life! Say goodbye to crash diets and hello to healthy, long-term living. Join our program today to start on the path to a brighter, better you!”
Communication Types and Tools for Advertising
When publicizing a particular market segmentation, the hospital could employ various communication methods to effectively reach and engage the target audience. The hospital’s specific communication tools include personalized emails, social media, and webinars. Individualized emails might be delivered to each person, emphasizing the advantages of the diet and exercise program and providing a call to action by registering. Users intrigued with weight loss or healthy living can be targeted using social media sites like Facebook and Instagram.
The hospital could generate eye-catching visuals and clips highlighting past patients’ success stories and the weight loss program’s unique features. According to a review by Bala and Verma (2018), social media marketing can contribute to 8.8% of a brand’s promotion. Furthermore, the hospital may host webinars or occasions to educate prospective patients. Webinars could allow the hospital to showcase the program’s benefits, engage with participants, and tackle problems or questions (Ligibel et al., 2022). These tools will assist the hospital in communicating effectively with the segmented target audience and encouraging them to enroll in the weight loss scheme.
Integrating the Advertising Campaign
Social media advertising offers a visual platform for sharing the rewards of the weight loss program through images and videos. This integrated campaign component can be used with other elements to increase awareness and engagement. The hospital can give the impression of consistency and urgency by uploading display ads with positioning statements across multiple channels, which could encourage potential prospective patients to take action. Email marketing can assist the hospital in reaching out to potential clients who have expressed an interest in the diet and exercise program.
The integrated campaign’s email component can work conjointly with the social media marketing element. The hospital could use retargeting ads to display personalized content to users who have previously clicked on social media ads but have not registered for the scheme. Organizing webinars is a fantastic method for educating patients about the program’s objectives while offering the hospital an opportunity to address any concerns or questions. This component can supplement the social media and email elements by providing an additional avenue for potential patients to engage. The hospital can use webinars to follow up with consumers who have expressed interest in the program via social media posts or email marketing.
References
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339. Web.
Berkowitz, E. N. (2021). Essentials of health care marketing. Jones & Bartlett Learning.
Katzmarzyk, P. T., Martin, C. K., Newton Jr, R. L., Apolzan, J. W., Arnold, C. L., Davis, T. C. & Springgate, B. (2018). Promoting successful weight loss in primary care in Louisiana (PROPEL): Rationale, design, and baseline characteristics. Contemporary Clinical Trials, 67, 1-10. Web.
Ligibel, J. A., Bohlke, K., May, A. M., Clinton, S. K., Demark-Wahnefried, W., Gilchrist, S. C. & Alfano, C. M. (2022). Exercise, diet, and weight management during cancer treatment: ASCO guideline. Journal of Clinical Oncology, 40(22), 2491-2507. Web.
Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17. Web.