The essay is an in depth analysis of health care marketing. This is attained by critically evaluating and addressing two major questions; listing and describing the four Ps of marketing and describing what is meant by product oriented organization against market oriented organization. Healthcare marketing is equally important in promoting and publicizing the health organization in question only if the entire process is done correctly and ethically. The term refers to a situation whereby market research is carried out to establish the need, wants and aspirations of customers, selling products/services to consumers, carrying out advertisement, all these aim at promoting sales (Krishna 142).
The four Ps of marketing
The four Ps of marketing sometimes termed as marketing mix include product, price, place (distribution) and promotion. These factors are controllable and dictate how marketing decisions are arrived at subject to both internal and external hindrances. In order to influence and persuade customers as well as generating the desired value, organization need to arrive at rational decisions based on the marketing mix.
Product entails touchable and physical products together with services. There are also other types of products that are intangible for instance insurance policies. It is worth noting that decisions to be made by healthcare facilities on the basis of product might include a number of these; accessories and services, brand name, safety, warranty, packaging, quality, styling, repairs and support and functionality.
Pricing generally refers to the mechanisms by which an organization determines its gain while exchanging its products or services in the market. It is worth noting that among the 4Ps, it is the only aspect that generates revenue (Kerin 55). Aspects that directly influence this mix revolves around costs, current prices in the market, how competitive the market is as well as the quality of the products and services in offer. Additionally, the mix entails such issues as price discrimination, flexibility, pricing strategy, bundling, discount as well as seasonal pricing.
Promotion involves marketing communication which is sharing of information (between an organization and customers) as concerns products and services aimed at creating positive end-users response by influencing and persuading them. Two types of promotion used include; above the line and below the line. Factors that aids in making decision concerning promotion include; strategies to be adopted to promote, budgetary allocation, promoting by sales among others
Distribution or place is all about making the products and services available to customers. Product and services usually pass through various chains or channels before ultimately reaching the target users. Health care facilities need to centre their decisions on push and pull strategy, channel strategy, cost, location of customers and product (Kerin 43).
Product-oriented organization versus market-oriented organization
These are among the various ways in which organization can establish marketing function. In case an organization decides to use product oriented approach to establish its marketing function, then such firm will need to study the market as well as the resources at its disposal. This is aimed at creating a superior marketing mix than that of their close competitors. The firm’s knowledge on it is customers is general and in most cases vague (Homburg & Pflesser 450). Additionally, market as well as customer segmentation is not very clear and the firm’s strategic objectives are vague as the organization cannot predict with higher degree of accuracy behaviours of its customers.
The outcomes of marketing efforts are calculated as the ratio between number of customers reached and actual transaction made. The duty to supervise the entire marketing strategies is done by the management.
On the other hand, market oriented organization holds and treat customers as indisputable kings. To be successful in this marketing function, such organization goes into depth in trying to point out existing and feasible opportunities in the market. This is followed by customer segmentation hence developing the best strategies and polices that will help effectively and successfully meet the needs, wants and aspirations of these customers. Contrary to product-oriented organization, the marketing strategies are precise and not vague. If successfully implemented it is the best in propelling organizations in attaining the desired influence and influence on customers regarding their products and services (Homburg & Pflesser 459).
Homburg, Christian & Pflesser, Christian. “A Multiple-Layer Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes”. Journal of Marketing Research, 37(2), (2000): 449-462.
Kerin, Roger. Marketing Mix Decisions: New Perspectives and Practices. New York: American Marketing Association, 2008. Print.
Krishna, Mohan. Healthcare Marketing. Oxford: Oxford University Press, 2006. Print.