Marketing Proposal

Author’s Name

Institutional Affiliation

Name

The aging population particularly in the health care sector needs special attention to catch their attention to seeking for health-related services. Also, the target market of the strategy is a good move since it clear that the population is likely to have health issues toward their old age. It is an excellent strategy to expand health services with the aim of segmentation (Pino et al., 2019). Special marketing attention needs to be given to the group so that they may consider choosing the organization for health services.

First, the organization needs to focus on their brand and what they want to sell to the consumers. In some instances, people will assume health care facilities are the same. Therefore, specializing in what the company is good, it creates a brand for the organization (Hillestad & Berkowitz, 2018). In this case, considering the mature consumers, the organization can consider emphasizing on chronic diseases which are experienced by the elderly. Understanding the brand reputation that the hospital wants to create to the consumers is the first step in the marketing plan. 

Additionally, different target groups in the health facilities have different expectations. Some will consider the safety of the environment, customer services provided to them and quality treatment (Hillestad & Berkowitz, 2018). All these will help understand what is intended to be sold to the target market. Ability to improve business for the facility, there is a need to consider quality treatment as the brand reputation for the hospital. Quality treatment starts from how the patient is handled at the customer service desk to recovery time (Marsh, 2010). So, the customer service providers need to be aware of how to deal with mature consumers, an active call center that is quick and fast to respond to matters presented, health care professionals who show expertise in their field and demonstrated when dealing with clients.

A patient-centered treatment is important, and it will help the customers to create an interest to come back in case they require other services. So, the company website should include all the crucial details that can be used by the client to contact the right person (Marsh, 2010). Additionally, after they have recovered their experience with the organization they can be evaluated. So, there should be a customer response platform available on the websites for them to compliment or complain which will help to understand the strengths and the weaknesses of the organization.

The increase of business by going abroad is vital for the organization though it requires a lot of financial input. Additionally, most of the health care facilities are looking for an entry into the international and therefore, the firm is likely to face competition from local health facilities in the foreign market. The success of the strategy has economic importance to the organization since it will lead to expansion and growth. 

Create an attractive website

Currently, people are likely to seek information on websites and make the judgment from what they see; therefore, once the organization gets international entry, people will first ensure that they get more information in the website. In this case, there is a need to redesign the site and make it attractive to international consumers (Fell, 2002). In the website, all the details need to be included particularly of the countries they operate in, the specific regions in those countries, and customer care contacts in case they need to reach for more enquires. Also, the content is important, and it can draw the attention of customers or send them away, the services provided also need to be listed in the website so that they can understand whether they can get the services they are searching.

Promotion

The ability to reach customers in a foreign country is essential since consumers need to be aware that the organization exists. They can consider the use of billboards to make customers aware of their services. Most of the retail sectors use social media advertising to make their products known to the customers. Also, the same platform can be used to create awareness of health care services to consumers (Pino et al., 2019). The importance of international market entry will be accomplished if there is creating awareness to the consumers on their existence. Another strategy that can be used to promote the health services is by holding medical campaigns together with local hospitals, which will give a platform to reach out to potential clients and explain to them their services and how they can reach to the facilities (Pino et al., 2019). Tie up with local partners since they have a better understanding of the market and can advise on the specialty that they need to offer to the region to gain more popularity.

 The organization’s need to understand all the services that they provide in the local market. From the list, they will be able to recognize which products they can introduce in foreign countries since it may be hard to include all the services at the start (Fell, 2002). The product choice should be of demand in the country they are willing to expand their operations in. Since most of the organization have a local brand reputation in the local markets, it better to concentrate on that when they are getting to the international market. It will be of importance since they have the expertise and the quality of service to global consumers. Different countries may have different demand for services, and that should be understood in case, the operations will be introduced in different countries.

People want a physical office where they can reach to inquire more about the firm. Additionally, having understood the service to enter the market, the services should be available to the clients, and they need a physical location where they can reach for assistance (Fell, 2002). Additionally, quality treatment should be guaranteed to the patients in those facilities. Patients explain quality in different terms like customer services relationship, patient engagement in the procedure, call center services, environmental cleanliness and therefore, apart from having experts, the complementary services need to be polished to put up with the quality expectations (Sherwood & Barnsteiner, 2017).  

Best Support for the Business Increase

The CEO's opportunity is to increase business for the organization which means there is need to improve on commercial operations. Therefore, the concentration of the two strategies both concentrating on mature healthcare and international consumers have a likelihood to meet the CEO's demand. To increase business in the local market there is more to do with creating a brand reputation and include a lot of promotions to attract the attention of the workers (Kotler et al., 2015). In the US, there are a lot of hospitals as well as organizations and others that have segmented and concentrated on mature consumers. So, to deal with the competition and convince people to seek the alternative is likely to include a lot of advertisement. Additionally, the market is saturated where a lot of the facilities want to concentrate on mature consumers and the elderly and therefore, the market share acquired may not be sustainable in the future. 

The focus on international consumers supports the opportunity that the CEO wants to explore. Different countries have a different growth rate that is contributed to by the locals' habit and economic development (Hohenthal et al., 2015). It makes sense when the firm considers focusing on the international group since they are likely to open the door for growth and expansion in a foreign land. Also, if the local market is saturated, they can be of relevance and get economic improvement in other countries since economic development differs.  According to the marketing proposal to get into the foreign market, it is likely that they may be able to convince consumers to seek their services. 

The aging population in the US is expected to increase, and it is catching the attention of the marketers to direct their products to the generation. But mostly, the marketers miss out since they do not design their marketing to fit the needs of mature consumers. As a result, the organization ends up losing the opportunities that come along with the increasing number of baby boomers. So, I would focus on the strategy that market the health products to international consumers compared to the mature market.

Opportunities in Each Strategy

The mature health care consumers are likely to give the organization a chance for segmentation where different products are directed to a target group (Kotler et al., 2015).  It helps to focus on particular products development depending on the needs of the market. Most, of the older generation people, are likely to seek for medical assistance on chronic diseases and therefore, the organization needs to understand the common problem among the population. It also gives an opportunity to expand business operations by including a different market segment to be provided with health facilities. On the other side, international health care consumers offer growth and expansion opportunity for the organization (Hohenthal et al., 2015).

Additionally, the increase of market size should call the organization to involve itself in research to gain competitive advantage. Ability to attract a higher return to investment compared to when they focus on local firms can occur due to economic movement in different countries. Additionally, the ability to increase the oversea operation results in optimal industrial scale since the services can be offered at a favorable price.

Proposal Contribution to Current Marketing Strategy

The opportunities provided by the plan of going international compliments the current marketing strategy that aims to increase business for the organization. The current approach focuses on providing information on the organization’s website, and a well-designed content on the site will help gather and implement resources for the available opportunities (Hohenthal et al., 2015). The information provided on the website is not enough to convince and persuade the consumers, and therefore more need to be done, or more promotions should be conducted to complement the information. That is why other proposed marketing plans to enter into a foreign country can help create customer awareness and expand the market share.

Recommendation

Based on the following proposal, it is clear that the international consumer strategy opens more opportunity for the organization compared to that of mature consumers. Additionally, most of the local organizations are aware of the aging population increase and are set to attract them to their facilities which increases competition. Getting to the international world will increase the returns on investment and expansion opportunities will be available, which will ensure the future sustainability of the organization. For the CEO, the best proposal to consider is the one which will give the health facility room for expansion.

References

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