Healthcare Service Marketing

Question: Write an essay on Healthcare Service Marketing. Answer: Healthcare service marketing: Marketing is defined as a tool for execution of the conception, pricing, promotion and distribution of the goods, ideas and service. Here the term health care marketing is applied to understand the medication in the area of health care marketing. It is noticed that though there is a restrictive plans such as the medicare, it is observed that elective must be provided. With medicare is long considered as the process of service which is not covered to the patients. There are some common examples such as the gastroenterology service, sigmoidoscopies services, weight control service are certain number of services which can be provided for a particular diagnosis (Blackwell et al., 2015). With the rapid growth and expansion of managed care and especially with the squeezing out of the specialist it has already been observed that the healthcare marketing is expanding for elective care. In addition to this some of the typical services like digestive disease procedure by the gastroenterologist along with that it has also been notice that services like blepharoplasty Below listed in the referral map which reflects the healthcare marketing service Where Business Originates Nutritional Consultant and Diablites screening Figure 1: Referral map for healthcare marketing Radiation Oncologist The study reflects that there are some basic tools for marketing are available to promote more elective care for the practicing surgeon. The first objective is to prescribe the patients particularly and to remain ethical about it and ensuring that a person who is prescribed moves to remote area without the proper medical attention. In consultation to the plastic surgery practicing surgeon it encourages all the staff to have a cosmetic surgery in any manner just to enable them self to communicate with the patients (Kongstvedt, 2012). While on the other hand there are some, other promotional tools to offer services to the patients. Key tools such as patients can be provided knowledge about the selected form of health care services. Some other tools like prioritizing the services in line with the offerings along with including the physicians and building a feedback systems. There are question that have raised about the healthcare marketing is the viability of the service. It is noted that clinic possessing high quality have the potential to perform better in the market place than the one that is recruiting. It is noted that few of the services have the positioning power, which creates a symbolic impact on the overall reputation of the quality and the services positioning of the organisation as a whole. Services such as heart surgery, neurosurgery and trauma services define the positioning power as these services covers the aspects of death and life Figure 2: Chart Illustrating Health Care Service Cases On the other hand, profitability of the healthcare services is an important constraint for the organisation. Profitability should be rated highly rated, as it is one where the health care service cannot subsidise. The referral map shows the most significant group of customers. It provides that internists and family practitioners consist of about 70% of the referrals. The referral map illustrates the most significant procedures, which is represented in the group when a comparison is drawn with the remaining 30% of internist and family practitioner who refer. There is also another way of providing healthcare service is by focussing on the growth of marketing. It is evident that there is also a rise of several disease like cancer, prostate bladder, lung cancer which are accountable for the treatment in hospital. This referral survey map highlights that six out of ten cases should be treated in hospital. On the other hand it is observed that there are numerous such services that involves the consumer to spend beyond the limit. An important illustrations has been sited is the dexa screening for osteoporosis. Figures obtained from research shows that the age group ranging from 45 to 65 are more likely to avail such services and they are also willing to pay out of the pocket. Figure 3: Healthcare Cases in Percentage In several other cases screening has been identified as process which generates revenues. It is therefore, suggested that the marketers must evaluate such line of service in order to determine the target area of promotion for health care services. Hence, market segmentation helps the organisation to identify the target set of specified services and marketing issues. It is noteworthy to denote that market segmentation in health care services is usually defined by the demographic characteristics and geographical locations. In addition to this if a patients elects non-covered care in health and services, it is the obligation of the health care clinics to satisfy the customers with their expenditure, which help in improvement of marketing in health care service (Kotler Clarke, 2012). Reference list: Blackwell, R. D., Johnston, W. J., McKay, M. E., McNeeley, B. (2015). Marketing Oriented Strategies for Physicians: The Coming Competition in Health Care Delivery. InProceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference(pp. 544-544). Springer International Publishing. Kongstvedt, P. R. (2012).Essentials of managed health care. Jones Bartlett Publishers. Kotler, P., Clarke, R. N. (2012).Marketing for health care organizations. New Jersey: Prentice-Hall, 1987.. Rutten, L. J. F., Ebbert, J., Greene, S. M., Mazor, K., Nekhlyudov, L., Dearing, J. W. (2014). SOCIAL MARKETING TO SUPPORT ADOPTION, EVALUATION, AND CONTINUOUS IMPROVEMENT OF HEALTH INFORMATION TECHNOLOGIES IN CLINICAL CARE.International Journal of Medical and Biological Frontiers,20(2), 179.