Module 5 – Marketing Plan
Module 5 – Marketing Plan
Review and Consideration
Contemporary healthcare marketing techniques applicable to the new environment include using the social media, which has been adopted by a majority of organizations to market their products and services. Social media platforms include face book, twitter, LinkedIn, and snap chat (Bowen & Ozuem, 2016). These platforms have provided positive results on marketers in targeting the current generation who spent most of their time on social media. These platforms, which were initially meant for people to connect, have made the marketing process easier for marketers as advertisements can be shared between different individuals, which can influence other members (Bowen & Ozuem, 2016). This marketing technique is highly applicable to the current environment due to the advancements in technology, which have led to the growth of the Smartphone industry. The social media platforms have continued to increase, an indication of the majority of individuals joining these platforms (Bowen & Ozuem, 2016).
The use of social media as a marketing technique is more suited to the new hospital rather than the existing one due to the change of environment. The traditional environment was limited in terms of technological advancements, which limited the marketing technique to be applied in the early times (Bowen & Ozuem, 2016). Improvement in technology has enabled individuals to have access to smart phones at a very young age which will be an effective platform to reach the young individuals who do not regularly use other media which include radios and magazines (Bowen & Ozuem, 2016). Since the social media platforms are also being used to provide important information and news, this has led to a majority of the population decreasing their usage on other Media to access information. This is different from the early times where the radio and the television were the common media of accessing important information and news (Bowen & Ozuem, 2016).
For the contemporary approaches to be implemented, there must be advanced technology (Quesenberry, 2016). Technology is the main factor contributing to the adoption of these approaches. For a marketer to use social media effectively there must be adequate internet access and access to a smart phone or an electronic gadget able to access the social media platforms (Quesenberry, 2016). Other resources required include the access to contact the marketer and other online services, which include payment services and support services. Organizations should also create a marketing department responsible for creating advertisements, which can be easily integrated into the social media platforms (Quesenberry, 2016). Not all advertisements are able to fit in into social media platforms, which depend on their size, quality, and type. The advertisements created should be able to connect with the audience based on the current technological trends (Quesenberry, 2016).
Barriers to the full on use of health data in the development of a marketing campaign include regulatory fines if organizations violate the use of health data. This can cost the organization a large amount of money (Ginter, Duncan, & Swayne, 2013). This also limits the engagement of organizations with consumers of healthcare. Organizations have become more careful in the use of health data in the development of marketing campaigns. There are also ethical considerations regarding the use of health data (Quesenberry, 2016). This is meant to prevent the misuse of this data. Inaccessibility and unreliability of health data is also a challenge in using this data in the development of a marketing campaign. Using inaccurate data can negatively affect the entire healthcare organization. Other barriers include security and privacy concerns due to the advancements of technology used in healthcare settings. Research has indicated over 170 million United States citizens being affected by this issue (Ginter, Duncan, & Swayne, 2013).
Consumer engagement is important in maintaining a customer base and creating more customers for an organization. This is important in maintaining and increasing revenues for the organization (Ginter, Duncan, & Swayne, 2013). Research has indicated a positive customer experience for organizations, which regularly engage their customers. Consumer engagement builds trust between an organization and its customers, which leads to a long-term relationship between the organization and the consumers (Ginter, Duncan, & Swayne, 2013). An approach to generate desired consumer engagement includes understanding customer needs and expectations, which are important in enhancing customer loyalty and increasing the reputation of the organization (Ginter, Duncan, & Swayne, 2013).
Social and Going Global
Social media has increased the power of consumers where consumers are able to display and state their preferences since there is freedom for consumers to express their feelings and perspectives. This platform also allows organizations to engage with their consumers to understand their perspectives (Zimmerman, 2015). Social media acts as a communication tool where consumers are able to communicate with providers of products and services. Social media can be used in determining service needs by being used as a research and development tool (Zimmerman, 2015). By engaging consumers, organizations are able to gather feedback in learning about the needs of customers and how to better satisfy these needs. This feedback is also used in determining customer satisfaction where customers provide their feedback about certain products and services. Social media allows customers in becoming participants in the development and improvement of products and services through innovations (Zimmerman, 2015).
Creating a social media plan will involve researching about the surrounding population and their perspectives about the new healthcare facility. This will give the new facility information about how customers view the new facility and what networks are more active in increasing the value of organizations (Zimmerman, 2015). This also enables the organization to understand the healthcare needs of the healthcare consumers. This is important for the facility in targeting the right audience (Zimmerman, 2015). The organization should also analyze the competitors in the healthcare market. This is important in knowing whether the competitors are using any social media platforms and how they interact with their customers. This will also help in identifying how the competitors have succeeded and any failures noticed (Zimmerman, 2015).
After this research, the new facility can proceed to develop the social media strategies, which include the determination of what social media platforms to use, integrating the goals and objectives into the social media, and development of strategies to engage the customers (Bowen & Ozuem, 2016). The facility should then develop a unique brand to differentiate the facility from the competitors and then launch its presence on social media (Bowen & Ozuem, 2016). An evaluation should be done to determine any success in the marketing efforts. Determination of the most effective channel should be done by comparing the different channels to enable concentration and putting of more efforts on the most successful channel (Bowen & Ozuem, 2016).
By using the social media, there is a high potential for attracting international patients to the new facility. Social media plays an important role in networking across the continent and overcoming location boundaries in marketing (Zimmerman, 2015). With successful marketing in the social media, customers in overseas countries are able to know about the facility’s success and their provision of healthcare services (Bowen ; Ozuem, 2016). Since patients are looking for the best healthcare services, they are able to travel to the new healthcare facility. The new facility should concentrate on building a high reputation, which is the most important aspect for healthcare organizations. This can also lead to referrals by other foreign facilities where patients are referred to the healthcare facility to access the best healthcare services (Zimmerman, 2015).
The planning of facilities, services, and personnel should take into consideration the international market as provision of healthcare services should be according to the required international standards (Baack, Harris, ; Baack, 2013). Healthcare provision should be able to accommodate patients regardless of their backgrounds, race, or other differences. Since this new healthcare facility is meant to bring revenues to the management, its facilities and services should be able to cater for every individual who accesses the facility (Baack, Harris, ; Baack, 2013). This will enable the facility to meet international quality standards, which will give the facility a competitive advantage over other healthcare facilities in international market. Due to the complex nature of healthcare needs, focusing on the international market will enable the facility to stay up to date with the most current healthcare trends (Baack, Harris, ; Baack, 2013). These are beneficial in effective provision of healthcare services and providing a competitive advantage to the organization over the local facilities.
The facility should be designed to accommodate other individuals from different countries. This can involve health care education on the different cultural backgrounds of individuals living in close proximity to the facility (Carpman, Grant, ; Kirchen, 2016). This will enable the healthcare practitioners to understand the diverse healthcare needs from different cultural backgrounds. This will also help in the delivery of services to these population using non-discriminative approaches (Carpman, Grant, ; Kirchen, 2016). This can be better achieved by employing one of the group representatives in the new facility. This will make the immigrants and foreigners feel represented which will encourage them to seek the services of the facility. If the new facility is accommodative to the diverse cultural background, the members will be encouraged to join the larger system (Carpman, Grant, ; Kirchen, 2016). The new facility should create a culturally competent workforce, which will improve the trust level between the organization and the different individuals from different backgrounds.
A marketing campaign for the new facility geared toward the international market will involve implementation of international marketing techniques ((Baack, Harris, ; Baack, 2013). The new facility should analyze the current situation and what goals should be achieved at the end of the marketing process. The new organization should research on the target audience across the globe and what strategies to implement to access the target population (Baack, Harris, ; Baack, 2013). The marketing goals should then be determined based on the target population. Channels to access these populations should also be determined which may include the social media which is able to overcome physical boundaries in reaching a larger population (Baack, Harris, ; Baack, 2013).
Other strategies can include using representatives in different countries to inform and engage healthcare customers. Representatives are better alternatives since they are able to engage the customers and address any questions or issues regarding the facility (Baack, Harris, ; Baack, 2013). Other tactics and techniques should also be developed to increase the marketing coverage. The organization should finally set a marketing budget, which should cover all the costs involved in advertising the new healthcare facility in the different regions identified (Baack, Harris, ; Baack, 2013).
Baack, D. W., Harris, E. G., ; Baack, D. (2013). International marketing. Thousand Oaks: SAGE.
Bowen, G. ; Ozuem, W. (2016). Competitive social media marketing strategies. Hershey, PA: Business Science Reference.
Carpman, J. R., Grant, M. A., ; Kirchen, E. M. (2016). Design that cares: Planning health facilities for patients and visitors. San Francisco, CA: Jossey-Bass ; Pfeiffer Imprints, Wiley.
Ginter, P. M., Duncan, W. J., ; Swayne, L. E. (2013). Strategic management of healthcare organizations. San Francisco, CA: Jossey-Bass, Wiley.
Quesenberry, K. A. (2016). Social media strategy: Marketing and advertising in the consumer revolution. Lanham: Rowman ; Littlefield.
Zimmerman, J. (2015). Social media marketing all-in-one for dummies. John Wiley ; Sons Inc.