A Communication Media Approach towards Marketing - Essay Example

From this study it is clear that most often the already existing patients constitute an accessible potential for generating additional business. Email newsletters not only allow the healthcare organizations to stay frequently in touch with their customers, but also allow them to keep their customers continually apprised of the availability of new procedures, latest developments taking place in specific fields and specialties, important events, available equipments and varied helpful promotional activities.

The already existing patients are often more likely to subscribe to the additional services offered by a healthcare organization, provided they take the care to inform them and communicate with them. Hence, email newsletters are a great means of sharing ideas with the customers.This paper declares that email newsletters are an effective means of communication between the customers and healthcare services providers. They not only prove to be cost effective and efficient in the long run, but allow the service providers to customize their marketing approach, while taking into consideration the health records of the existing customers, available with them.

They also allow the service providers to provide links to their central website, which can be used by the customers to access additional information and reassurances if and when required by them. In an E-commerce approach to healthcare marketing, it is essential to seek and retain customer confidence,. They can choose to subscribe to the newsletters published by the healthcare organizations by simply sharing their email address and ticking the box provided on the websites or the regular paperwork of these organizations (Blumberg, 2005).

Anytime, the customers can unsubscribe these newsletters by visiting the oft provided link (Blumberg, 2005). So email newsletters allow the patients to access information, as and when they want. Effectiveness Email newsletters are an effective means of communication between the customers and healthcare services providers. They not only prove to be cost effective and efficient in the long run, but allow the service providers to customize their marketing approach, while taking into consideration the health records of the existing customers, available with them.

They also allow the service providers to provide links to their central website, which can be used by the customers to access additional information and reassurances if and when required by them (Blumberg, 2005). Confidentiality However, care needs to be taken to protect the privacy and confidentiality of the customers while using email newsletters to communicate with them. In an E-commerce approach to healthcare marketing, it is essential to seek and retain customer confidence (McFadyen, 2008).

Any inability to safeguard customer confidentiality and privacy may lead to repercussions that may prove to be counterproductive to the business interests of an organization in the long run. It’s Different The suggested mode of conducting marketing communication differs in many ways to the other modes of communication. First and foremost it is quick and cost efficient. Besides, to a great extent it takes the customer consent and preferences into