1. Health Care Marketing H Edu 4310

2. Cultural Traditions  Thanksgiving  Typical family foods  Typical family trips  Dental practices  Cures for colds, flu

3. What is marketing?

4. Exchange  Constituency  Two or more parties have unsatisfied needs  Value

5. Successful situations  Health programs are responsive to the needs of the population.  The relationship serves the interests of all.  Health care programs are developed to attract specific segments

6. Successful situations  Health care programs are not designed for prestige or because of the latest technology.  The marketing concept permeates the organization.  Health care programs evaluate all aspects of its services in evaluating old and designing new programs.

7. Successful situations  Health care programs recognize the impact of price, everything the potential user must go through to avail himself of the service, promotion, communication, education, and motivation  This is called the marketing mix or the 4 Ps of marketing:  Product, Price, Place, and Promotion

8. Evolution of marketing  Product emphasis  Sales approach  Marketing or client approach

9. Market  Person or group of people who have resources they want to exchange or might want to exchange for a benefit.  Health care market  Publics  Stakeholders

10. Demand  Negative  No demand  Latent  Falling  Irregular  Full  Overfull  Unwholesome

11. Marketing Meeting needs and wants

12. Marketing  Understand the customer  Understand the competition  Coordinate company resources  Long-term focus  Profitability

13. Corporate needs  1. Growth versus consolidation

14. Growth... Products Markets ExistingNew Market Penetration Product Development Market Development Diversification or Total innovation new existing new

15. Consolidation  Divestment  Pruning  Retrenchment  Harvesting

16. Corporate needs  2. Determining strategy  Market growth rate  Relative market share

17. An example…. High Med Low HighMedLow Market Attractiveness Business Strength Premium SelectiveProtect refocus Restruc- ture Harvest or Divest PrimeChallenge Opportun- istic Opportun- istic

18. An example…. High Med Low HighMedLow Market Attractiveness Business Strength

19. Corporate needs  3. Analyze the competition  Existing competitors  New entrants  Threat of substitution

20. Strategy and planning  Corporate goals  Identify a target market  Develop a marketing plan

21. Marketing plan  Executive summary  Situation analysis  Objectives and goals  Action plans  Budget  Evaluation

22. Some examples...  Coca-cola  Star Wars  International Bloopers

23. Situation Analysis: Internal  Marketing specific issues  Marketing resources  Financial resources  Human resources  Senior management support  Political factors

24. SWOT Analysis  S = strengths  W = weaknesses  O = opportunities  T = threats

25. Questions to ask  What changes and trends are taking place?  How will these affect us?  What opportunities do they bring?  What are the barriers to entry?

26. Other ideas…  Product-based  Market-based  Cost-based

27. Practice SWOT analysis