Impact of Marketing on the Delivery of Healthcare Audience, Outline Example

Introduction

• While many healthcare employees and institutions may view marketing as irrelevant for the delivery of healthcare services at the local level, extant literature demonstrates that good marketing has emerged as the linchpin of the effective distribution of healthcare within business operations.
• Health clinics remain vital for the efficacy of the delivery of healthcare services and sustaining healthcare as a sustainable business.
• One salient mistaken belief is that the concept of social marketing is typified by a contest between various organizations fighting over potential patients.
• In reality, however, social marketing has emerged as a scheme to stimulate social change via behavior modifications and perceptions of health services and the delivery of healthcare to consumers at-large.

Thesis Statement

• Social marketing foments awareness at the communal level and demand for healthcare services for at-risk, vulnerable interventions that needed health interventions. Unfortunately, various hindrances remained that hindered at-risk populations from having access to ample healthcare services.

Main Point

• Social marketing has a major impact at the population level with regards to the effective delivery of healthcare to at-risk populations. Commercial marketing strategies are effective in promoting public health with regards to infectious disease.

Examples/Details/Explanations

• Commercial marketing strategies profoundly impact the delivery of healthcare services aimed at promoting public health. The efficacy of social marketing at the population level is buttressed by healthcare providers. Andreasen (1995) defines the concept of social marketing as “the application of proven concepts and techniques drawn from the commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior” (Andreasen, 1995, p. v).
• Such an approach to market retains immense currency in impacting social problems at the macro level once healthcare providers learn how to harness its potency and efficacy for enacting change in the delivery of healthcare services.
• Social marketing profoundly influences various health behaviors through a vast array of communication strategies utilizing the mass media in addition to mediating information via a healthcare provider as well as marketing methods that disseminated healthcare information through community outreach and the promotion of healthcare delivery services.

Main Point

• Electronic word-of-mouth which facilitates the formation of a virtual health community is an effective  means of delivering healthcare services to wide audience

Examples/Details/Explanations

• Marketing specialists oversee the forging of a patient-oriented virtual community in order to better deliver healthcare services to a broader audience within a high-paced world
• Study conducted to ascertain the efficacy of this form of virtual marketing: Duncan & Moriarte (2007) cite a study in which the authors interviewed 6 health care marketing specialists from Romania that maintained large market shares in Bucharest as a part of an exploratory research project regarding this topic. The results demonstrate that marketing specialists working for a healthcare organization understand what word-of-mouth means in terms of healthcare delivery but they do not adequately vet the forums in which knowledge and information is shared and disseminated
• Furthermore, the authors found that there is a connection between the online reputation of a healthcare organization and various patient-oriented communities, although there is a dearth of knowledge that exhibits the impact on the very healthcare institutions that they represent.

References

Andreason, A.R. (1995). Marketing social change: Changing behavior to promote health, social development, and the environment. Washington D.C.: Georgetown University Press.

Duncan, T. & Moriarty, S. (2007). Driving brand value. McGraw-Hill.