Health care marketing techniques Essay Example | Topics and Well Written Essays - 750 words

Health care marketing techniques - Essay Example Initially the health care marketing was using mass media marketing approach to reach the customers where uniform messages were provided to the general public. This was the era, ‘all things to all people’. This is done through television, radio and internet. But gradually the health professionals learned that this was not an efficient means of reaching the potential customers. They started to adopt the more targeted approaches to get better potential customers. As the marketing of health care become more accepted, they jumped on the marketing of health care organizations. The most well known hospital’s was emphasized and marketed its image rather than the services. They focused on the infrastructure and reputation of the organization. But this era of hospital marketing was also not realistic. Hospital marketing was considered fundamentally different from the product and service marketing. Then the health care marketing targeted on specific audience. They started em phasizing the service marketing. A specific service is provided for the particular needed audience. Marketing communication is to attract more patients’ volume by promoting high expectations. But only when the patient expects better experience, better confidence, better outcomes and strong basis for preferring one provider over another. Thus, marketing communication often promise or provide hints at better experience or outcomes. In the consumer driven market, the quality and safety issues are informed. The consumers are not making purchase once a year they choose a health plan for every day and they have a lot for choice. They want to gather maximum information about the product or services with the quality and cost. They take the suggestions of the third party and evaluate it. It’s the ability of the company to provide maximum information about the product or service. They