For this assignment, use the same health care provider as in Assignment

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Business Finance

Health Services Marketing HSA 305

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  1. Determine the key characteristics of the users of the products and/or services of the health care provider you selected.
  2. Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success.
  3. Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected.
  4. Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected.
  5. Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites

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Running Head: HEALTH SERVICE 1 Health Service Takisha Davis HSA 305 Mary Neilson October 29, 2018 HEALTH SERVICE 2 Introduction Health service marketing refers to the approach that is customer-centered and focuses on promoting public health and individual health. Health service marketing uses marketing principles that are traditional and applies theories besides the strategies that are science-based to ensure protection and promotion of the health of diverse populations. Johnson & Johnson is one of the healthcare providers in the United States that works towards promoting good health for individuals, families, and communities. The Johnson &Johnson Healthcare Service Company works by embracing science and research, products and services, and bringing of innovative ideas to enable the advancement of health well-being of people. For this paper, Johnson & Johnson is chosen as the healthcare provider of study. The research paper examines the impacts of marketing, utilization of products and services, marketing strategies, and buying decisions of customers in the context of Johnson &Johnson healthcare provider. Direct Impact of Marketing for Johnson & Johnson For the case of Johnson &Johnson, health service marketing would directly impact the facility both positively and negatively. The major benefits that come when Johnson & Johnson engage in marketing include education, engagement, trends, and search rankings whereas the demerits include challenges in commitment, compliance, publishing and updating, and expertise. Marketing enables engagement by making people want to know what causes their pains and aches and thus patients and clients tend to be curious enough. Once the facility does some health service marketing, clients make more visits because whatever is posted on documents or on screens may be indulging and thus most wanting to know the exact issues by facing the healthcare providers. Articles, videos, and social media update all display services and goods of HEALTH SERVICE 3 the facility and attract first-time patients and also preserve a relationship with the regular ones. Education is a benefit of marketing because it enables patients to interpret the information that they find whereas trends are understood more when the latest treatment options and services are made public (Damschroder et al, 2009). When fresh content is added to the public on regular schedules, the search engines of the facility are boosted and patients can be found online through streamlining. The negative impact of health service marketing that affects commitment at Johnson & Johnson is that the projects may not succeed fast. The marketing, therefore, makes the facility personnel ensure commitment throughout the marketing period so that financial and trust results are strengthened and such may not be easy. Reid et al (2010) suggest that compliance is a challenge that is difficult to attain since the healthcare industry is highly regulated and content marketing often needs compliance-review mechanisms that are expensive to attain. Expertise is a financial constraint because marketing healthcare requires hiring top editors, writers, and designers. Publishing and updating are also challenges because they stick to a schedule that keeps all marketing contents fresh and such is tiring. Strategy for Johnson & Johnson to Determine Utilization of Products and Services The chosen strategy of determining the utilization of Johnson & Johnson products and services is the definition of market segments. The facility would define the market segments so that it knows the type of clients that need its products and services and how most fit. The first step towards creating the market segment would be creating a list of target segments that involve generating scenarios that are user-focused to complete potential segments of niches (Porter & Heppelmann, 2014). The facility would then narrow its searches to promising target segments HEALTH SERVICE 4 based on ranks like the economic accessibility of the clients, client compelling reasons to consume the available goods and services, availability of whole-product solutions, chances of lack of established competition, and potentiality of positive follow-ups. The third step should then select the targeted customers that can offer the greatest potential and the final would validate current thinking and assumptions by use of a market research. Marketing Strategy for Johnson & Johnson The healthcare provider of Johnson & Johnson often uses (and should continue with) often uses the marketing strategy of creating an affiliate program. The facility uses the strategy because, despite many people, not understanding affiliate programs, it provides a massive fuel for growth. When using the affiliate program for marketing, approaching the right partners at times may be difficult and the facility has to be in good conversation with others so that a bigger affiliate would be taken seriously. When navigating the affiliate minefield, the facility takes true grit and persistence so that it can make the strategy through. The affiliate strategy is often characterized by some few setbacks but once it is established, the facility should just maintain some activities of reaching out to possible and viable affiliates that can assist best. Johnson & Johnson can create a successful affiliate marketing strategy by ensuring a claim of the niche market, locating niche partners, developing some compelling creativity, continuously looking for affiliate partners, and finally taking care of the partners. Kesselheim et al (2011) state that claiming the niche market is best achieved by avoiding selling of everything and to everybody so that the specific services are given to the best people who would respond positively. Once the selling is done to the best niche, they are targeted at the affiliates and they can be located as niche partners and related websites used for a win-win offer. Development of a HEALTH SERVICE 5 compelling creativity should enable the provision of affiliate partners with some creative and promotional materials. Looking out for new affiliate partners continually then advertises the programs and services on affiliate websites whereas taking care of partners welcomes them to the affiliate program and makes them act like members of the facility; enhancing a dedicated marketing spirit and actions. Recommended Ways of Shaping the Buying Decisions of Customers At the Johnson & Johnson healthcare provision facility, the company can shape buying decisions of customers by engaging the customers both offline and online, being available throughout and changing social conversations. Changing social conversations is recommended for the facility because Johnson & Johnson has often used social media. Most people don’t look for products and services of social media platforms but just communicate with family and friends and thus the facility should shape buying decisions by looking for a better platform like the use of business affiliates (Blazevic et al, 2013). Engagement of customers online and offline provides a wide range of opportunities of communicating with the clients. Communicating both online and offline just requires customer engagement personnel who understands the brand’s emotional connection towards and with clients and thus acting based on the needs of the clients. Being available at all times is a way that Johnson & Johnson would shape the buying decisions of customers because it shows some commitment towards the needs of clients. Clients often require immediate responses when they make queries and the facility would be available so that the clients get satisfaction and responses of their issues so that they can stick to the facility that seems responsible and committed to their needs. HEALTH SERVICE 6 Conclusion The paper has presented Johnson & Johnson as a healthcare provider that is studied in the context of the article’s thesis. Some of the issues that have been discussed in the context of the facility include both negative and positive impacts of marketing, how to determine the utilization of products and services, the best marketing strategy, and recommended ways to shape consumer buying decisions. HEALTH SERVICE 7 References Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R. T., Keiningham, T., Andreassen, T. W., ... & Carl, W. (2013). Beyond traditional word-of-mouth: an expanded model of customer-driven influence. Journal of Service Management, 24(3), 294-313. Damschroder, L. J., Aron, D. C., Keith, R. E., Kirsh, S. R., Alexander, J. A., & Lowery, J. C. (2009). Fostering implementation of health services research findings into practice: a consolidated framework for advancing implementation science. Implementation science, 4(1), 50. Kesselheim, A. S., Mello, M. M., & Studdert, D. M. (2011). Strategies and practices in off-label marketing of pharmaceuticals: a retrospective analysis of whistleblower complaints. PLoS Medicine, 8(4), e1000431. Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard business review, 92(11), 64-88. Reid, R. J., Coleman, K., Johnson, E. A., Fishman, P. A., Hsu, C., Soman, M. P., ... & Larson, E. B. (2010). The group health medical home at year two: cost savings, higher patient satisfaction, and less burnout for providers. Health affairs, 29(5), 835-843. Assignment 2: Competition, Marketing Mix, and Pricing Due Week 8 and worth 300 points For this assignment, use the same health care provider as in Assignment 1. Write a four to six (4-6) page paper in which you: 1. Determine the key characteristics of the users of the products and/or services of the health care provider you selected. 2. Analyze the competitive environment of the health care provider you selected and recommend a course of action for strategic marketing success. 3. Determine which tools of the marketing mix available to health care providers would be most effective for the health care provider you selected. 4. Determine the best possible pricing strategy for at least one of the products or services offered by the health care provider you selected. 5. Provide at least three (3) qualified sources, e.g., peer-reviewed journals, professional organization Website, or health care provider Websites. Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length. The specific course learning outcomes associated with this assignment are: Analyze the competitive environment of a health services organization and identify a course of action that will allow for strategic marketing success. Analyze the users of the health care system. Describe the various tools of the marketing mix available to health care providers. Use technology and information resources to research issues in health services marketing. Write clearly and concisely about health services marketing using proper writing mechanics. Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills.
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Running Head: HEALTH SERVICE

1

Health Service
Takisha Davis
HSA 305
Mary Neilson
November 21, 2018

HEALTH SERVICE

2
Introduction

Johnson & Johnson Healthcare provider in the United States serves a wide variety of
health services and products. The company is appreciated because despite being headquartered in
the US, it also serves some other parts of the globe including the Asian and African countries
with intentions of making science and researches the major innovations to healthcare. Johnson &
Johnson has often served by offering pharmaceuticals, consumer healthcare, and medical
devices. This assignment discusses healthcare in the context of Johnson & Johnson and thereby
majorly covering issues that include key characteristics of product users, the company’s
competitive environment, tools of the marketing mix, and pricing strategies.
Key Characteristics of Users of the Products and Services of Johnson & Johnson
The users who consume the products and services offered by Johnson & Johnson possess
characteristics that include demographic bases, psychographic, behavioral, and geographic
characteristics. The geographic characteristics of the consumer focus on how the services and
products of the company sell or may not sell in particular areas. In many cases, most the
consumers from Johnson & Johnson are concentrated in the US, Africa and some parts of Asia.
In the areas where Johnson serves and sells most, there are lesser competitors or rather other
competing companies are not interested in the populations. According to Kim & Park (2013), the
behavioristic characteristics of consumers using the products and services offered by Johnson &
Johnson define their rates of usage, brand loyalty, and user status. Most clients, in this case,
prefer using the services and products frequently and that depends on their need such that any
time of need, they come for service a...


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