Description
This week you will obtain information on database marketing to support the Marketing Mix section of your Final Project. As discussed in Chapter 10 of the course text, database marketing centers on gathering customer-based information such as gender, age, occupation, and lifestyles. As an example, to better understand the wants and needs of patients and their families, the Happy Valley marketing director monitors activities on the long-term care center’s web page. Data is collected regarding specific links viewed such as activities, skilled care services offered, and physical therapy. If a certain link is viewed more than other links, this could indicate to the marketing director that potential patients and their family members prefer specific amenities or services. Those amenities or services would then be marketed as a priority for the organization. Considering the marketing plan for your chosen healthcare organization, construct a three- to four-page paper in which you:
- Describe your understanding of database marketing and how it could potentially be applied to your marketing plan for the Final Project.
- Discuss the benefits and drawbacks of using database marketing.
- State the ethical, legal, and HIPAA issues that need to be considered.
- Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project.
The paper
- Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the Must include a separate title page with the following:
- Title of paper
- Student’s name
- Course name and number
- Instructor’s name
- Date submitted
- Must use at least three scholarly sources in addition to the course text.
- Must document all sources in APA style as outlined
- Must include a separate references page that is formatted according to APA style as outlined
Explanation & Answer
Attached.
Running head: DATABASE MARKETING
Database Marketing
Student’s Name:
Course Name and Number:
Instructor’s Name:
Date Submitted:
1
DATABASE MARKETING
2
Introduction
Database marketing is a form of direct marketing that identifies, collects, and then analyzes
relevant information about the organization’s customers. The database is compiled using sets of
information like the consumer’s name, phone number, information requests, addresses, purchase
histories and any other data that can be legally and accurately obtained through promotional
efforts, sales, social media and warranty cards (Tooker, 2008). The major objective of database
marketing is to use the data within the database and guide the future marketing decisions. The two
components of database marketing are to build customer profile and guide marketing initiatives as
per this profile. Database marketing has been highly used in other industries but in healthcare, its
adoption has been slow. This is because health care is not like other industries that are driven by
incentives to promote the purchase of products. Therefore, this paper aims to analyze database
marketing plan for Tanner Medical Center, in Carrollton, Texas in its delivery of healthcare
services.
Understanding of Database Marketing in Healthcare
The healthcare industry is not like other industries that are consumer-driven as the nature
of health essentially determines the timing of the purchase than the decision of the buyers.
Additionally, the complexity of information involved requires an in-depth understanding of data
dimension and different components that if not well evaluated, Tanner Medical Center could fail
to adopt database marketing. The co...
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