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
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Unit-4 Consumer Behaviour & society Health-care Marketing
Political marketing
Social Marketing
Environmental Marketing
Public Policy & Consumer Protection<br>
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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<br>
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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.<br>
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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?<br>
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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<br>
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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.<br>
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Functions of Political marketing Product Function
Distribution Function
Cost Function
Communication Function
News Management Function
Fund raising Function
Parallel campaign management Function<br>
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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.<br>
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Aspect of Social Marketing Product
Price
Place
promotion<br>
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Examples of social marketing 1. Health & safety:
(i) Anti-smoking
(ii) Healthy diet & Exercise
(iii) Health Charities & Organizations
(iv) Safe Driving
(v) Suicide & mental health awareness
2. Environmental causes:
(i) Wildlife Prevention
(ii) Recycling
(iii) Endangered species awareness
(iv) Environmental Pollution
3. Social Activism:
(i) Handicap accessibility
(ii) Gender & Racial Discrimination
(iii) Domestic Violence
(iv) Human rights
(v) Poverty Eradication<br>
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Benefits of social marketing 1. promotes environmental friendliness
Promote health consciousness
Helps in the green marketing Initiatives
Helps in eradicating social evils
Allows you to reach a large audience
Allows the spread of messages in the cheapest possible ways
Gives you a competitive edge
Allows you to charge higher prices<br>
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Steps for Social marketing Identification of goals for social cause
Target audience definition for social marketing
Creating of message & channels be used
Event, activities, seminars etc. to be used in social marketing
Implementation of activities & events
Evaluation of effectiveness & improving goals<br>
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Concept of Environmental Marketing Environmental marketing is the practice of promoting products or services that are environmentally friendly or have a positive impact on the planet. It involves incorporating sustainability principles into various parts of marketing such as product design packaging messaging and promotion.<br>
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Environmental Marketing Strategy Using sustainable materials
Investing in your community
Electronic marketing
Emission-minded shipping
Responsible waste disposal
Eco-friendly energy practices
Green Alliance
Producing sustainable products<br>
