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Health Science
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Nov 24, 2024
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Uploaded by tug75102
Ashim Khadka
University of Cumberlands
2023 Fall - Healthcare Marketing (BADM-663-M20) - Full Term
Weeks 9 & 10 Discussion: Healthcare Marketing and Promotion
Dr. Mountasser Kadrie
November 5, 2023
Weeks 9 & 10 Discussion: Healthcare Marketing and Promotion
In understanding the buying behaviors and characteristics of individual and industry-based consumers
for prescription drug product consumers, I realized that social factors such as recommendations from
others are the most influential (Smith, 2016). It has a considerable impact on customer behavior.
Because of their suggested uses, commercial value, safety, efficacy, and reputation, branded medications
are favored in the market. Marketing and personal aspects are also impacted by income and insurance
policies. When preparing the marketing plan for the new medications, it is advised to take all variables
into account, including the availability of information on branded and generic medications.
Furthermore, in another study, I learned that health consciousness has increased, with family members
playing a significant role in product selection (Brommels, 2020). Information about healthcare products
is primarily sourced from television, and affordability is not a priority. Consumers prioritize quality and
reliability over affordability.
On the other hand, in terms of industry-based consumers, the focus on data-backed choices, the
development of trust via openness, and a greater interest in product testing are characteristics of the
modern healthcare sector (Vuik, 2018). Healthcare practitioners utilize data to analyze patterns in
patient care, identify patient preferences, assess the worth of supplies and equipment, and more. Being
transparent is essential to fostering loyalty and trust, as most customers stick with companies, they feel
they can trust. Another important component of healthcare is product testing, as before investing in new
goods, providers frequently ask for user testing to obtain information on how the product lowers costs or
enhances treatment. Standardized care is a time-saving technique that lowers mistakes, delivers
treatment on schedule, and eliminates unnecessary or ineffective goods and procedures.
AI and technology have completely changed the healthcare sector by enabling the use of cutting-edge
tools for patient diagnosis and treatment. AI streamlines supply tracking, business organization, and data
collecting procedures, enabling providers to have a steady demand plan and expedite the procurement
process with reputable suppliers. Patients are demanding more and more personalized medication
because they anticipate receiving care at a level made feasible by technology (Chong, Lim, & Matchar,
2019). Patients are exploring various medical facilities according to their demands as a result of
advanced technology that can scan people and give solutions tailored to their unique needs. With the
widespread use of telehealth and virtual care, these technologies have emerged as a key component of
healthcare's digitalization.
References
Brommels, M. (2020). Patient Segmentation: Adjust the Production Logic to the Medical Knowledge
Applied and the Patient’s Ability to Self-Manage. Front. Public Health, 195.
Chong, J., Lim, K., & Matchar, D. (2019). Population segmentation based on healthcare needs: A
systematic review. Syst. Rev, 202.
Smith, W. (2016). Product Differentiation and Market Segmentation as Alternative Marketing Strategies.
J. Mark, 3-8.
Vuik, S. (2018). On the Application of Data-Driven Population Segmentation to Design Patient-Centred
Integrated Care. Ph.D. Thesis; Imperial College London: London, UK,.
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