2-2 Marketing Exercise Whose Vision Is It

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2-2 Marketing Exercise: Whose Vision Is It? Jennifer St. Denis Southern New Hampshire University IHP-510-Q2451 Marketing Com Strat Outreach Urmala Roopnarinesingh, PhD December 17, 2023

2-2 Marketing Exercise: Whose Vision Is It? To ensure that ABC supports its mission and vision, it is essential to integrate and apply the five behavioral norms of the Teal Trust. Behavior norms consist of communicating values, enrolling new members in the culture and discounts, revisiting and refreshing values, confronting contradictory behavior, and providing feedback. (Cellucci, L.W., Wiggins, C., & Farnsworth, 2014) These norms are pivotal in fostering a culture that aligns with the organization's objectives and values. By adhering to these norms, ABC can create an environment where employees feel safe, empowered, and committed to achieving their goals. Effective healthcare marketing strategies ensure a more considerable profit margin for healthcare organizations. By focusing on targeted patient acquisition, effective branding and positioning, content marketing and lead generation, digital marketing strategies, patient loyalty programs, and efficient referral programs, healthcare providers can maximize their profitability and achieve sustainable growth. One of the critical strategies to ensure a more considerable profit margin in healthcare marketing is to identify and target suitable patients. This involves understanding the specific needs of different patient populations and developing strategies to reach those patients. By tailoring marketing efforts to particular demographics, healthcare providers can increase the likelihood of attracting suitable patients, resulting in higher conversion rates and increased profitability. Building a solid and recognizable brand is essential for healthcare organizations to attract patients. By creating a unique brand identity and positioning the organization as an expert in its field, healthcare providers can differentiate themselves from competitors and build trust with potential patients. This branding strategy can help healthcare organizations command higher

prices, attract higher-paying patients, and achieve a more significant profit margin. “Patient satisfaction must be the main objective of any healthcare organization and requires a thorough knowledge of their needs and expectations. Providing a high-quality healthcare service is based on meeting certain requirements so that the service attains the level desired by the patient.” (Purcarea, 2019) Creating valuable and engaging content is essential for attracting patients online. By providing relevant and informative content through blog posts, social media, and email marketing, healthcare organizations can attract potential patients and educate them about their services and procedures. This strategy increases brand awareness, nurtures leads, and converts them into patients, ultimately contributing to a more significant profit margin. In today's digital age, digital marketing strategies are crucial in healthcare marketing. Healthcare organizations that invest in digital marketing channels such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media advertising can reach a larger audience and generate higher conversion rates. These strategies enable healthcare providers to target specific keywords, generate high-quality leads, and achieve a higher profit margin through increased patient acquisition. (WebMD Ignite, 2022) Encouraging patient referrals is another effective strategy to ensure a more significant profit margin in healthcare marketing. By offering incentives to current patients who refer their friends and family members, healthcare organizations can tap into their existing patient base and expand their business. This strategy increases patient acquisition and strengthens the organization's reputation and credibility, leading to larger profit margins. By focusing on targeted patient acquisition, effective branding and positioning, content marketing and lead generation, digital marketing strategies, patient loyalty programs, and

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efficient referral programs, healthcare providers can maximize their profitability and achieve sustainable growth. By implementing these strategies, healthcare organizations can stay competitive, attract a more extensive patient base, and achieve financial goals.

References Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2019). Healthcare marketing: A case study approach. Health Administration Press, a division of the Foundation of the American College of Healthcare Executives, Chicago, IL, 2014 Purcarea, V. PhD. (April 12, 2019). The Impact of Marketing Strategies on Healthcare Systems. www.ncbi.nlm.nih.gov/pmc/articles/PMC6685306/ WebMD Ignite. (February 16, 2022). Importance of Digital Marketing in Healthcare. https://webmdignite.com/blog/evolving-role-digital-marketing-healthcare

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