Marketing principle behavior medicine an overview
This presentation is the property of its rightful owner.
Sponsored Links
1 / 16

MARKETING PRINCIPLE & BEHAVIOR MEDICINE : an overview PowerPoint PPT Presentation


  • 41 Views
  • Uploaded on
  • Presentation posted in: General

MARKETING PRINCIPLE & BEHAVIOR MEDICINE : an overview. FOCUS. Behaviour Medicine Marketing for Health Related Behavior Product Personality and the Other Three P’s. Preface. Most of the major remaining health problems are behaviorally based. Health problem → result of people do and don’t do.

Download Presentation

MARKETING PRINCIPLE & BEHAVIOR MEDICINE : an overview

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Marketing principle behavior medicine an overview

MARKETING PRINCIPLE & BEHAVIOR MEDICINE :an overview


Focus

FOCUS

  • Behaviour Medicine

  • Marketing for Health Related Behavior

  • Product Personality and the Other Three P’s


Preface

Preface

Most of the major remaining health problems are behaviorally based.

Health problem → result of people do and don’t do


Preface1

Preface

Most of the major remaining health problems are behaviorally based.

Health problem → result of people do and don’t do

Health problem→ can be prevented by by behavioral and lifestyle change

It need large scale systematic effort if we are want become a nation of healthy people


Behavioral medicine

BEHAVIORAL MEDICINE

HOLISTIC HEALTH : Alliance of Medicine and behavioral sciences → Behavioral Medicine

Behavioral Medicine : concerned with the development of behavior-science knowlege and techniques, and the application those knowledge an techniques to prevention, diagnosis, treatment and rehabilitation.


Behavioral medicine1

BEHAVIORAL MEDICINE

Problems occured:

  • The failure to design programs that acceptable to consumers

  • The failure to stimulate relevant intermediaries to use the procedures effectively

    Those two factor were become result the limitation to the ultimate effectiveness on BM intervention


Marketing for health related behaviors

MARKETING FOR HEALTH-RELATED BEHAVIORS

Marketing Strategies + Behavior change stragies : hold tremendous promise to the reduction of lifesyle based health problem.

‘ Marketing strategies might be effectively applied to areas other than commercial product or services ’

Kotter and Zaltman (1971)  


Marketing for health related behaviors1

MARKETING FOR HEALTH-RELATED BEHAVIORS

Marketing : A voluntar ary Exchange Proccess, that incluede several proccess, such as :

  • The Development of plan and objectives → specific strategies

  • Market Segmentation

  • Key consumer benefits

  • Product personality


Marketing for health related behaviors2

MARKETING FOR HEALTH-RELATED BEHAVIORS

MARKET RESEARCH

Five Basic steps of MR (Kotler, 1975)

  • Problem definition → operationalizing the problem

  • Research Design, concerned with data collection, methods, research and sampling plan. It consider with Research Question

  • Field Work

  • Effectively Data analys

  • Report Preparation


Marketing for health related behaviors3

MARKETING FOR HEALTH-RELATED BEHAVIORS

Market Researcher = Market research

Behavior scientiest = Needs assesment

If we subtitute the term Market Research with Needs Assessment, clearly it has very similar conceptualization and methodologies


Marketing for health related behaviors4

MARKETING FOR HEALTH-RELATED BEHAVIORS

MARKET SEGMENTATION

‘dividing the market into fairly homogeneous parts where any part may conceivabily be selected as a market target to be reached with a distinct marketing mix ‘ (Kotler 1975, p.99)


Marketing for health related behaviors5

MARKETING FOR HEALTH-RELATED BEHAVIORS

MARKET SEGMENTATION

It rely on demographic or behavioral differences among groups.

Market Segmentation help us to find our Target Population


Marketing for health related behaviors6

MARKETING FOR HEALTH-RELATED BEHAVIORS

CONSUMER BENEFITS

Succesfull Marketing activities should understand and meet the need of Consumer.


Marketing for health related behaviors7

MARKETING FOR HEALTH-RELATED BEHAVIORS

CONSUMER BENEFITS

  • Consumer Behavior Psychological Variables.

  • The need of the market

  • The perception of the market regard to the offering

  • The preferences of consumer among a set alternatives offering

  • The satisfaction of the consumer with the offering


Marketing for health related behaviors8

MARKETING FOR HEALTH-RELATED BEHAVIORS

CONSUMER BENEFITS


  • Login