HCMT512 : Health Care Marketing : Marketing is a New Concept that Cont
Prepare a report with three sections that address the following:
1 Summarize your overall understanding of the history and evolution of health care marketing.
2 Explain in detail how one important force or influence affected the timeline and final acceptance of marketing as a vital function in the industry.
3 Relate an aspect of what you have learned and researched in preparation for this assessment to the sector of the health care system related to your business management career plans.
Answer:
Introduction
Marketing is a new concept that contemporarily means sales. It combines both traditional marketing principles and science-based approaches to help and protect the health wellbeing of different populations (Huang, Chang, & Khurana, 2012). In this section, I am going to explain the evolution and acceptance of marketing in the healthcare sector.
Evolution of Healthcare Marketing Since The 1970s
The 1970s
During thi
s period, the universal desire to promote services began to grow among several hospitals (Thomas, 2018). It was driven by the notion that in the future, the healthcare sector was going to attract a large number of customers hence turn the sector into a profit-making field. Public relations functions were expanded to cater for the broad marketing mandate. The industry also began absorbing the “for profit hospital” idea. The sales era in the hospitals emerged during this period.
The 1980s
In the 1980s, the healthcare sector had already evolved to buyer's market from seller's market. Healthcare had become a field for employers and consumers. The role of the physicians in referring patients to the hospital services started to extinct. A large chain of hospitals and nursing homes came into existence. Marketing personnel was still a challenge to the industry during this period.
The 1990s
Healthcare had enormously evolved into a market-driven strategy during this period. Marketing was fully integrated into the sector during this era. Consumers were more educated on the importance of medical attention. Research became an essential factor in the industry. Business was fully accepted in the industry.
The 2000s up to the Present
Due to retirements and merging, the sector had severely turned over by the year 2000. Marketing was considered to be a fundamental requirement in the industry. The advancements in the technology sector have profoundly influenced marketing in the healthcare industry. A good example is the social media. Patients can comfortably communicate with physicians as well as other patients in the comfort of their home.
Acceptance of Marketing in the Healthcare Sector
The desire to make profits influenced the receipt of marketing in the industry (Wasima, 2015). Patients resolved to look for better medical service providers. This forced medical practitioners to advertise their services to the public. Growth in technology also adequately helped to salvage the situation (Krueger, 2010). As every medical provider struggled to make a profit in the sector, he or she had to offer excellent services to the buyers. Healthcare facilities, for example, hospitals, used communication to reach a broader population, answer questions in concern to their services and create awareness among the public regarding various diseases.
Relationship between the History and Evolution of Healthcare Marketing to my Business Management Career Plans
From this paper, I have learnt that, effective marketing planning has enabled healthcare sector to evolve over the past decades positively. I have an idea of starting a private hospital in future and I will need a personal marketing plan to market my services successfully. A marketing plan helps to bring the focus to a career path (Fejza & Asllani, 2013). How I will implement my marketing strategy across the healthcare sector will rely on how active my methods are. The fruits that a marketing strategy plan bears depend on how it was formulated. Marketing knowledge derived from this paper will help me to describe precisely what I offer and why I am the best in the market. Doing all this will assist me to convey my core values to the entire target market in a more precise manner.
Recommendations
Today, social media is not just an avenue of for people to stay in touch. Healthcare providers can use this opportunity to educate their patients on various preventive measures. Through social media, collaboration between healthcare providers can be improved. This will see an improvement in referrals from one doctor to another.
Conclusion:
Ideally, healthcare marketing has undergone a series of evolutions from the 1970s up to date. The industry has been slow on adopting the approach compared to other sectors, but the increasing numbers of practitioners absorbing the strategy cannot be ignored. Advancements in technology have been very useful to the healthcare sector.
References:
Fejza, E., & Asllani, A. (2013). The Importance of Marketing in Helping Companies with their Growth Strategies: The Case of Food Industry in Kosovo. European Scientific Journal, 1857- 7431.
Huang, E., Chang, C.-c. A., & Khurana, P. (2012). Users' preferred interactive e-health tools on hospital web sites. International Journal of Pharmaceutical and Healthcare Marketing, 215-229.
Krueger, A. (2010). 6 Ways Technology Is Improving Healthcare. Business Insider, Online.
Tack, S. (2018). History of Healthcare Advertising, Part 1. Health Care Marketing Trend#2: Internal Cultural Problems, Online.
Thomas. (2018). The Origin and Evolution of Marketing in Healthcare. Marketing Health Services, 1-33.
Wasima, K. J. (2015). Profits, Medicine, and the Human Right to Health in the Pharmaceutical Industry: Educating (Future) Business Leaders. AAAS Journal, Online.
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