1. Health Care Marketing H Edu 4310

2. Cultural Traditions • Thanksgiving • Typical family foods • Typical family trips • Dental practices • Cures for colds, flu

3. What is marketing?

4. Exchange • Constituency • Two or more parties have unsatisfied needs • Value

5. 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

6. 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.

7. 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

8. Evolution of marketing • Product emphasis • Sales approach • Marketing or client approach

9. 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 Market

10. Negative No demand Latent Falling Irregular Full Overfull Unwholesome Demand

11. Marketing Meeting needs and wants

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

13. Corporate needs • 1. Growth versus consolidation

14. Growth... Products Existing New new existing new Market Penetration Product Development Markets Diversification or Total innovation Market Development New existing

15. Consolidation • Divestment • Pruning • Retrenchment • Harvesting

16. Corporate needs • 2. Determining strategy • Market growth rate • Relative market share

17. An example…. Business Strength High Med Low Premium Selective Protect refocus High Market Attractiveness Restruc- ture Challenge Prime Med Opportun- istic Opportun- istic Harvest or Divest Low

18. An example…. Business Strength High Med Low High Market Attractiveness Med Low

19. Corporate needs • 3. Analyze the competition • Existing competitors • New entrants • Threat of substitution

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

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

22. Some examples... • Coca-cola • Star Wars • International Bloopers

23. Situation Analysis: Internal • Marketing specific issues • Marketing resources • Financial resources • Human resources • Senior management support • Political factors

24. SWOT Analysis • S = strengths • W = weaknesses • O = opportunities • T = threats

25. 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?

26. Other ideas… • Product-based • Market-based • Cost-based

27. Practice SWOT analysis