A Successful Health Care Marketing Plan, Assessment Example

A variety of media sources are used to promote products within the healthcare industry. Generally, the type of media utilized depends on the target demographic for the particular product (Stensberg, 2013). However, service marketing occurs more frequently in video format, while products are more frequently and easily advertised using image marketing. The ultimate objective of this marketing procedure is to both inform potential clients about the new and useful medical interventions that are available to them in addition to increasing sales volume. Furthermore, research is used to correlate target market demographics with a group’s media source of choice in order to ensure that the advertisements they view are appropriate (Kotler et al., 2012).

Healthcare marketing is designed in a manner that efficiently targets each demographic. The use of television as a form of media is an excellent example of this phenomenon. People who belong to different age ranges typically watch certain television channels and shows at specific times. Marketing teams use this demographic information to determine what station and at what time their target market will be watching the commercial and air the relevant commercial to ensure that the appropriate demographic has been reached. In the healthcare industry, this means that medications and medical interventions that are relevant to teenagers will likely be on prime time television during the airing of television shows that are considered popular among this group. For example, the acne medication, Epiduo, typically advertises at times that teens are statistically most likely to be watching their favorite programs (Hitti, 2009).

While television stations promote medical products that are beneficial to target groups other than teenagers, other forms of media are generally more appropriate for one specific age range. For example, more adults and seniors read newspapers than children and teenagers, so advertisements found within this medium are more likely to introduce products that are more useful to adults and seniors. In addition, children and teenagers use the internet more frequently than adults and seniors, so this would be the best media source to advertise medical care for this age group.

The above discussion indicates that both the location and timing of an advertisement is an imperative component of its success. When the correct target demographic is presented with information about a medical intervention that is applicable to them, they will be more likely to ask their doctor about the medication or procedure, thereby allowing the company to gain a new customer and increase sales. Even among individuals that are not that eager, being presented information about a new product that is relevant to their health status will cause them to think about the product and possibly discuss it with friends and family. If the individual who initially spotted the advertisement chooses not to go ahead with the actual purchase, marketing companies are relying on the likelihood that word-of-mouth discussions about the product will attract new clients instead.

The healthcare industry utilizes media effectively because the advertisements always make their viewer feel that the information that is being provided pertains specificially to them. This personalization causes the individual to remember the product and become more likely to try it in the future, even if its use is not immediately relevant. Furthermore, since these advertisements are memorable, discussions concerning them perpetuate the information stated in the initial media viewing. In this way, healthcare marketing has become a part of our culture. We are constantly exposed to it, yet it continues to succeed.

References

Hitti H. (2009). FDA OKs New Acne Gel Epiduo. WebMD. Retrieved from  http://www.webmd.com/news/20090106/fda-oks-new-acne-gel-epiduo

Kotler P, Keller KL. (2012). Marketing Management 14e. Pearson Education Ltd.

Stensberg K. (2013). 10 steps to a successful health care marketing plan. Health Care Communication News. Retrieved from 10 steps to a successful health care marketing plan