Overview: Marketing in healthcare has similarities and differences to marketing in other sectors of the economy. By definition it is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational goals.
It relies heavily on designing the organization's offerings in terms of the target markets needs and desires and on using effective pricing, communications and distribution to inform, motivate and service the markets.
The general objectives of this program will be to outline the fundamental principles generalizations and theories of healthcare marketing, learn to apply these principles to improve thinking, problem solving and decision decision-making through market planning. The program will provide the audience with specific skills, competencies and points of view needed by professionals in the field of healthcare.
The program will cover the various stages of marketing evolution beginning in the 1950s at which time it was recognized that there was a need for understanding the needs and wants of the target populations served. That was followed by product differentiation and an understanding of the consumer mentality. Finally health care has recognized the need to understand the customer driven approach as organizations and healthcare along with the rest of the country moved from an industrial to a service economy.
Areas Covered in the Session:
Brief history of healthcare marketing
Marketing in healthcare versus other businesses and industries by definition
The 4P's of marketing
Healthcare organizations and a marketing orientation
Marketing competencies within organizations
Basic marketing concepts
Marketing research, planning, implementation, promotion and evaluation
Defining markets and market assessment-segmentation