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An organization's healthcare marketing plan for an organization - Assignment Example
Pages 12 (3012 words)
This paper will explain the rationale of the plan, describe the external and internal forces affecting the organization, and provide the 4Cs of marketing, including the budget and implementation plan. This project will deliver key educational information based on the pressing needs of the market…
The paper tells that healthcare organizations face the same challenges as corporations: the ability to provide the right services to the right market segment at the right place, time, and price. This ability has a clear marketing nature to it, which is why many healthcare organizations are pursuing marketing principles and practices to help them develop and achieve their strategic management goals. Kotler and Armstrong define marketing as “a social and managerial process by which individuals and groups obtain what they need and want through exchanging products and value with others”. The American Marketing Association provides the particular functions of marketing in building relationships that exchange value with one another: “Marketing” pertains to the wide range of “activities and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. Furthermore, Kotler and Armstrong underscore that the marketing management’s most important task is to develop profitable relationships with customers. These marketing concepts can also be applied to the healthcare services industry, because healthcare is also considered a service that can be marketed to particular groups. The healthcare campaign is an educational project that will distribute educational information in diverse platforms: opening a health information clinic, mobile communications, electronic information screen, and gym. ...
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