Running Head: HEALTH SERVICE
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Health Service
Takisha Davis
HSA 305
Mary Neilson
October 29, 2018
HEALTH SERVICE
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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
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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
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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
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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.
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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.
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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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