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Health Care Marketing H Edu 4310
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Cultural Traditions Thanksgiving Typical family foods Typical family trips Dental practices Cures for colds, flu
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What is marketing?
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Exchange Constituency Two or more parties have unsatisfied needs Value
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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
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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.
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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
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Evolution of marketing Product emphasis Sales approach Marketing or client approach
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Market Person or group of people who have resources they want to exchange or might want to exchange for a benefit. Health care market Publics Stakeholders
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Demand Negative No demand Latent Falling Irregular Full Overfull Unwholesome
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Marketing Meeting needs and wants
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Marketing Understand the customer Understand the competition Coordinate company resources Long-term focus Profitability
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Corporate needs 1. Growth versus consolidation
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Growth... Products Markets ExistingNew Market Penetration Product Development Market Development Diversification or Total innovation new existing new
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Consolidation Divestment Pruning Retrenchment Harvesting
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Corporate needs 2. Determining strategy Market growth rate Relative market share
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An example…. High Med Low HighMedLow Market Attractiveness Business Strength Premium SelectiveProtect refocus Restruc- ture Harvest or Divest PrimeChallenge Opportun- istic Opportun- istic
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An example…. High Med Low HighMedLow Market Attractiveness Business Strength
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Corporate needs 3. Analyze the competition Existing competitors New entrants Threat of substitution
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Strategy and planning Corporate goals Identify a target market Develop a marketing plan
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Marketing plan Executive summary Situation analysis Objectives and goals Action plans Budget Evaluation
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Some examples... Coca-cola Star Wars International Bloopers
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Situation Analysis: Internal Marketing specific issues Marketing resources Financial resources Human resources Senior management support Political factors
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SWOT Analysis S = strengths W = weaknesses O = opportunities T = threats
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Questions to ask What changes and trends are taking place? How will these affect us? What opportunities do they bring? What are the barriers to entry?
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Other ideas… Product-based Market-based Cost-based
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Practice SWOT analysis
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