Behavior Change Communication in Health Promotion, Marketing Plan Example

The development of an effective marketing plan is pivotal to the survival of any business. The research presents a market analysis, competitive analysis, and the target market of a health information system application. Meeting the needs of users is critical in the development of a market plan. More importantly, demand trends help management teams in making decisions. The selected product is XCon Systems. The product aims to meet the needs of healthcare organizations that serve patients within America. Lintern & Motavalli (2018) opined that the need to include the cognitive part that involves healthcare information systems is given less attention within research and development. Moreover, most healthcare information systems fail to be effective due to the focus on artificial intelligence.

The software solution by XCon systems takes into account the challenges facing currently adopted systems. Furthermore, the product considers the need for ensuring simplicity and enhancing interoperability. Decision-making that is largely guided by artificial intelligence has its fair challenges. XCon system offers a solution for healthcare organizations that are guided by federal legislation. Alamri (2018) posited that the utilization of technology within healthcare fails to consider the end-users. In most cases, patient-centric approaches are increasingly becoming crucial for healthcare. With technology, patient-centric approaches remain pivotal. Adhering to the requirements provided under different jurisdictions is important.

XCon systems offer an opportunity for increasing patient experience. Moreover, patients have challenges in terms of effectively communicating with healthcare professionals. Ngigi & Busolo (2018) opined that it is important for communication to be enhanced within healthcare organizations. Health promotion requires behavioral change within the communication. Furthermore, communication can enhance positive relationships between patients and healthcare professionals. The selected technology also considers the presence of diversity within healthcare. Cultural competence remains important in adopting interventions aimed at health promotion. Positive behaviors are also promoted when communication is present between patients and their physicians.

Segmentation is critical in the development of marketing plans. Through segmentation, XCon systems will consider patients within long-term care facilities. The segmentation strategy is guided by the need to address managing patients within the selected facilities. Camilleri (2018) opined that business organizations are faced with challenges of ensuring that their target customers are fully satisfied. With that in mind, target marketing will focus specifically on patients undergoing palliative care. These patients require intensive care that is quite challenging for caregivers. Caregivers are required to be actively involved with the care of patients undergoing long-term care. XCon systems solutions will aim to reduce the burden on the part of caregivers.

Promotion of the product will focus on the community settings. These settings provide a prime opportunity for the company. Promotion will entail word of mouth, social media, and print media. The promotion strategy will focus specifically on the organizations that handle long-term care patients. Ensuring a clear presentation of the product to the targeted groups will be pivotal. Advertising will initially consider the short-term and long-term prospects. Competition is inevitable within any market. A competitive analysis will be conducted to highlight the branding and pricing strategy adopted by players within the market. The competitive analysis will adopt a SWOT framework whereby the weaknesses and threats will be critically evaluated. Strengths and opportunities will be actively utilized within the internal structure of XCon systems. Initial testing of the product and service provided by XCon systems will be undertaken.

References

Alamri, A. (2018). Ontology Middleware for Integration of IoT Healthcare Information Systems in EHR Systems. Computers, 51.

Camilleri, M. A. (2018). Market Segmentation, Targeting, and Positioning. Travel Marketing, Tourism Economics and the Airline Product, 69 – 83.

Lintern, G., & Motavalli, A. (2018). Healthcare Information Systems: The Cognitive Challenge. BMC Medical Informatics and Decision Making, 1 – 10.

Ngigi, S., & Busolo, D. N. (2018). Behavior Change Communication in Health Promotion: Appropriate Practices and Promising Approaches. International Journal of Innovative Research and Development, 84 – 93.