Ashford University Medical Practice Management Discussion

Readings

Why the “sea of same”? A qualitative look at DTCA within the larger context of healthcare marketing.
http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=c8h&AN=144243654&site=eds-live&custid=s8501869&groupid=main&profile=eds_new

Moran, M. E., & Baum, N. H. (2012). Marketing and medicine: A questionable mix. The Journal of Medical Practice Management, 28(1), 33–36.

Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P., Knifton, L., & Clarke, A. (2014). Just telling and selling: Current limitations in using digital media in public health: A scoping review. Public Health, 128(12), 1066–1075.

Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S–93S.

Hanefeld, J., Smith, R., Horsfall, D., & Lunt, N. (2014). What do we know about medical tourism? A review of the literature with discussion of its implications for the U.K. National Health Service as an example of a public healthcare system. Journal of Travel Medicine, 21(6), 410–417.

Friedman, M. (2012). Are you using social media to build your practice? Patient trends and healthcare changes give new value to an online presence. The Journal of Medical Practice Management, 28(2), 150–152.

Healthcare marketers reshape ad strategies

https://www.modernhealthcare.com/article/20151030/MAGAZINE/310309995

10 Strategies to Market and Promote Your Medical Practice

http://www.physicianspractice.com/marketing/10-strategies-market-and-promote-your-medical-practice

How to Create a Marketing Survey that Really Works

https://www.oberlo.com/blog/marketing-survey

Assignment

DQ #6: Healthcare Marketing and Promotion

When developing a marketing plan, it is important to understand that healthcare consumers differ from consumers in other markets. One of the most significant distinctions is that healthcare consumers are often not the ones to select the products or services they are purchasing. Instead, doctors or other healthcare providers decide what services or products consumers need. This means that when marketing in healthcare, organizations should consider both the consumer and the provider. For this discussion, you examine healthcare consumers’ buying behaviors in the following scenario and recommend strategies to market a drug product.

Scenario: A pharmaceutical company is going to be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.

To prepare:

• Review the provided scenario.
• Identify individual and industry-based consumers for the prescription drug product in the scenario. Consider buying behaviors and characteristics of these consumers.