What is marketing? Process: plan & execute Marketing Mix: Four P’s “Products”= goods, services, ideas Create exchange that satisfies both parties

Exchange Two or more parties have unsatisfied needs Desire to exchange Value

Successful situations Health programs are responsive to the needs of the population. The relationship serves the interests of all. Health care programs are developed to attract specific segments

Successful situations Health care programs are not designed for prestige or because of the latest technology. The marketing concept permeates the organization. Health care programs evaluate all aspects of its services in evaluating old and designing new programs.

Successful situations Health care programs recognize the impact of price, everything the potential user must go through to avail himself of the service, promotion, communication, education, and motivation This is called the marketing mix or the 4 Ps of marketing: Product, Price, Place, and Promotion

Identifying the customer User Decision maker Influences

Evolution of marketing Product emphasis Sales approach Marketing or client approach

Marketing Meeting needs and wants

Marketing Understand the customer Understand the competition Coordinate company resources Long-term focus Profitability

Strategy and planning Corporate goals Identify a target market Develop a marketing plan

Marketing plan Executive summary Situation analysis Objectives and goals Action plans Budget Evaluation