Marketing for Health Organizations
The success of any organization depends on its ability to market its products. Notably, all organizations that provide goods and services must rigorously market themselves in order to attract new customers. Consequently, hospitals just like the other business use various marketing tactics to attract customers. Evidently, all hospitals have bills that they repay from the cash they charge patients. As a result, marketing is an essential activity for them. In light of this, this paper will evaluate the marketing strategies used by Massachusetts General Hospital.
Importantly, this research will use quantitative research methods. Generally, this method entails the use of numerical data to evaluate the trend and behavior patterns (Balnaves & Caputi, 2001). Notably, the researcher must be careful when collecting data to avoid bias. In addition, the researcher must ensure accuracy in his/her work to avoid errors which would result in wrong conclusions. Basically, the research of Massachusetts General Hospital will entail collecting data on the hospital’s annual marketing expenditures, number of patients treated per annum, number of staffs involved in the marketing department, demography of patients treated, and the marketing mediums that the hospital uses. Essentially, this data will then be analyzed using analysis of variances (ANOVA) to find the effect of these marketing strategies on the hospital performance.
In brief, research database refers to the source of the data used in the research. Primarily, a research is as good as the material used in its study. In light of this, the researcher will only use information from credible sources. Basically, the sources of the hospitals health will be the following:
- The hospital health records (Massachusetts General Hospital)
- Public health: Public Health Database
- National HCUP database
- United States National Library of Medicine Database
Strategies to Segment the Market
Importantly, the purpose of market segmentation is to have a structured marketing strategy. Additionally, market segmentation will ensure that the customers are aware of the specific ailments that the hospital treats. Basically, two distinct market segmentation strategies may be used for the research, as follows:
- Market segmentation based on the age of the patient
- Market segmentation based on treatment been offered
Market Segmentation Based on the Age of the Patient
Basically, this segmentation strategy entails establishments of facilities such as pediatric care center and adult treatment center. In addition, other sections such as maternity center and old age assistance program may be established to cope for special cases. In light of this, the marketing teams may be able to focus on the matters that they are selling since the hospital departments are divided to handle services required by people of various age groups. Generally, the segments may be as follows:
- Pediatric center
- Adult center
- Maternal center
- Old age assistance program
Market Segmentation Based on Nature of Disease
Similarly, another segment that may be developed is one based on the nature of disease. Basically, this method would involve categorizing each segment depending on the various groups of diseases that the hospital treats. Notably, the hospital would group the segments as follows:
- Cancer treatment center
- Lifestyle diseases center
- Bacteria and virus center
- Burns and chemical injury center
- Orthopedic center
- Eye, ears, and nose center
Society Perception of the Organization
Basically, the society perception of the organization will be observed based on the information from the data bases. Importantly, this information may show the organization on the areas that it should improve to get better customer response. Additionally, the society perception may be investigated based on the segmentation strategy that the organization adopts (Lancaster, & Withey, 2007). Generally, in a market segmentation categorized based on age, the main categories are the pediatric, and adult segments. In essence, when analyzing society perception in these segments, the researcher should observe the customers return rate, the growth rate of each segment, and the number of emergency treatment in each segment. In particular, the research would espouse that high customer satisfaction is associated with high return rate, increase in growth rate in the particular segment, and more emergency treatment. Noteworthy, it is believed as the patients’ confidence in the hospital increases; they would be more willing to take more risky medical care and emergency treatments.
Accordingly, in a disease based segmentation strategy, the increase in performance of each segment would indicate the patient’s confidence. Notably, the categorization of patients’ ages and their nature of seeking treatment would indicate their acceptance of the hospital’s treatment. In addition, customer return rate would also be an important indicator of the healthcare acceptability.
The Target Audience Characteristics Effect on Marketing Strategy
Importantly, the type of marketing strategy that the business should adopt is one that would be suitable to the ever changing market need of the organization. Basically, the marketing strategy used by a health care institution should be able to reach the target population in the most convenient manner (Lancaster & Withey, 2007). Consequently, the hospital should constantly analyze the changing business network and implement the most appropriate strategies. Evidently, the change in patients’ behavior may change the marketing strategy used by the hospital.
Evidently, there has been a huge uptake on the use of the internet among the youth and young people. Consequently, the hospital would shift from television to internet marketing. In addition, through the use of internet making, the hospital may reach a wide number of people globally. Nonetheless, the hospital should still continue using audio advertisements. As a result, marketing through the internet should act as an adjunct to the radio marketing. Noteworthy, internet marketing can only reach the individuals who use online means while radio advertisements reach all individuals who listen to it. Evidently, there are millions of potential new customers listening to the radio that the hospital can get.
Demographic and Psychographic Information
Basically, demographic information refers to statistical information on population structure such as age, gender, birth rate, or mortality rate. Notably, given that the research will rely on actual data from the hospital database, this data will be accurate (Beri, 2013). Furthermore, data from other credible websites will support the hospital data so as to eliminate any doubts. In essence, this will include data from the public health database and United States national library of health database.
Generally, psychographic data refers to information that describes individuals’ characteristics (Pressat, 2009). In brief, this includes information on people’s character, values, and opinions. Evidently, this type of information is prone to biasness and errors due to human beings inability to correctly judge people and situations. Consequently, there are significant chances that this information may have errors and lead to misleading research findings. As a result, the research will use quantitative data which uses real data. Moreover, the scientific analysis of the data using ANOVA will ensure that the results are accurate and free from errors.
In summary, the research will aim at evaluating the marketing structures done in the Massachusetts General Hospital, and its effectiveness in attracting new customers. Importantly, the research will delve deep into the specific segments that the hospital markets, and their overall performance. In essence, the paper will evaluate the return on investment for the amount spent on marketing. Accordingly, the results of this research will indicate the viability of marketing in health organizations.
Balnaves, M., & Caputi, P. (2001). Introduction to quantitative research methods: An investigative approach. London: Sage Publications Ltd.
Beri, G. (2013). Marketing research. New Delhi, India: McGraw Hill Education
Lancaster, G., & Withey, F. (2007). Marketing Fundamentals 2007-2008. (1st Ed.). London: Elsevier.
Pressat, R. (2009). Demographic analysis: Projections on natality, fertility and replacement. New Brunswick, New Jersey: Transaction Publishers.