Unit-4 Consumer Behaviour & society Health-care

Transcript:Unit-4 Consumer Behaviour & society Health-care:
Unit-4 Consumer Behaviour & society Health-care Marketing Political marketing Social Marketing Environmental Marketing Public Policy & Consumer Protection Health Care marketing It is the strategy employed by medical professionals and the Medicare industry for bringing in new consumers and keeping them engaged. A good Health care Marketing strategy is essential to bring in new and recurring patients. Health care is not a simple commodity, it’s a necessary. According to the Journal of Medical life, every successful health care marketing strategies have the following characteristics: Truthfulness Superior value over the competition Relevancy to a targeted audience Memorability and impact An authenticity that’s hard to copy Regulation relating to Health –care Marketing 1. HIPAA(Health Insurance Portability and accountability Act): Maintain mandates on sharing information and electronic billing. 2. GDPR (General Data Protection regulation of the European Union): Regulates personal data processing how doctors hospitals, and marketers use patient information. 3. CAN-SPAM ACT(Controlling the Assault of non-Solicited Pornography and marketing Act’2003): Regulates emails, specifically the information they can contain and patients ability to opt out. Health –care marketing Plan How does the brand provide value and customer service? Who is the target consumer? What problems is the plan solving? What processes are currently being used to attract leads? Should the strategy include social , inbound, print or all channels? Health Care marketing Strategies Unique- health care branding Online advertising Reviews from patients Follow up for previous patients Traditional Advertising (i) Radio Advertising (ii) Billboard Advertising (iii) Television Advertising (iv) Newspaper Advertising Doctor Referrals Concept of Political Marketing It is a relatively new approach to analyzing political activity that draws upon management marketing assumptions to describe political behavior. A nexus of political science and business marketing How political ethics use marketing tools and concepts to understand, respond to involve and communicate with their political market to achieve their goals. Functions of Political marketing Product Function Distribution Function Cost Function Communication Function News Management Function Fund raising Function Parallel campaign management Function Concept of Social Marketing Social marketing is a concept used to influence , plan and effect social change through various advertising approaches, often using provoking methods different from commercial marketing. It can raise awareness for public health, environment, safety ,community and social-related topics. Aspect of Social Marketing Product Price Place promotion Examples of social marketing 1. Health & safety: (i) Anti-smoking (ii) Healthy diet & Exercise (iii) Health Charities & Organizations (iv) Safe