Health Care & Political Marketing Strategies: Insights & Regulations
Effective strategies in health care & political marketing, including branding, online advertising, regulatory compliance, and value proposition. Learn about unique approaches in reaching target audiences."
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Presentation Transcript
Unit-4 Consumer Behaviour & society Health-care Marketing Political marketing Social Marketing Environmental Marketing Public Policy & Consumer Protection
Health Care marketing It is the strategy employed by medical professionals and the Medicare industry for bringing in new consumers and keeping them engaged. A good Health care Marketing strategy is essential to bring in new and recurring patients. Health care is not a simple commodity, it s a necessary. According to the Journal of Medical life, every successful health care marketing strategies have the following characteristics: 1. Truthfulness 2. Superior value over the competition 3. Relevancy to a targeted audience 4. Memorability and impact 5. An authenticity that s hard to copy
Regulation relating to Health care Marketing 1. HIPAA(Health Insurance Portability and accountability Act): Maintain mandates on sharing information and electronic billing. 2. GDPR (General Data Protection regulation of the European Union): Regulates personal data processing how doctors hospitals, and marketers use patient information. 3. CAN-SPAM ACT(Controlling the Assault of non-Solicited Pornography and marketing Act 2003): Regulates emails, specifically the information they can contain and patients ability to opt out.
Health care marketing Plan 1. How does the brand provide value and customer service? 2. Who is the target consumer? 3. What problems is the plan solving? 4. What processes are currently being used to attract leads? 5. Should the strategy include social , inbound, print or all channels?
Health Care marketing Strategies Unique- health care branding Online advertising Reviews from patients Follow up for previous patients Traditional Advertising (i) Radio Advertising (ii) Billboard Advertising (iii) Television Advertising (iv) Newspaper Advertising Doctor Referrals
Concept of Political Marketing It is a relatively new approach to analyzing political activity that draws upon management marketing assumptions to describe political behavior. A nexus of political science and business marketing How political ethics use marketing tools and concepts to understand, respond to involve and communicate with their political market to achieve their goals.
Functions of Political marketing Product Function Distribution Function Cost Function Communication Function News Management Function Fund raising Function Parallel campaign management Function
Concept of Social Marketing Social marketing is a concept used to influence , plan and effect social change through various advertising approaches, often using provoking methods different marketing. It can raise awareness for public health, environment, safety ,community and social-related topics. from commercial
Aspect of Social Marketing Product Price Place promotion
Examples of social marketing 1. Health & safety: (i) Anti-smoking (ii) Healthy diet & Exercise (iii) Health Charities & Organizations (iv) Safe Driving (v) Suicide & mental health awareness 2. Environmental causes: (i) Wildlife Prevention (ii) Recycling (iii) Endangered species awareness (iv) Environmental Pollution 3. Social Activism: (i) Handicap accessibility (ii) Gender & Racial Discrimination (iii) Domestic Violence (iv) Human rights (v) Poverty Eradication
Benefits of social marketing 1. promotes environmental friendliness Promote health consciousness Helps in the green marketing Initiatives Helps in eradicating social evils Allows you to reach a large audience Allows the spread of messages in the cheapest possible ways Gives you a competitive edge Allows you to charge higher prices
Steps for Social marketing Identification of goals for social cause Target audience definition for social marketing Creating of message & channels be used Event, activities, seminars etc. to be used in social marketing Implementation of activities & events Evaluation of effectiveness & improving goals
Concept of Environmental Marketing Environmental marketing is the practice of promoting products or services that are environmentally friendly or have a positive impact on the planet. It involves incorporating sustainability principles into various parts of marketing such as product design packaging messaging and promotion.
Environmental Marketing Strategy Using sustainable materials Investing in your community Electronic marketing Emission-minded shipping Responsible waste disposal Eco-friendly energy practices Green Alliance Producing sustainable products
