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Essay / Research Paper Abstract
This is a 5 page paper that provides an overview of health care marketing. The need to look at both demographic and partnerships is emphasized. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: KW60_KFhthmar.doc
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Unformatted sample text from the term paper:
able to market that product effectively, to spread the word about its benefits and attract attention from potential customers. In most industries, marketing is the result of a hybrid of
research-driven analysis of market trends and demographic data and the creative talents of a marketing team. However, things can become less straightforward when the commodity being marketed isnt exactly a
product in the traditional sense of the phrase. For example, the health care industry is somewhat competitive; hospitals derive profits from patients that they treat, and therefore it is in
their best interests to attract patients to their facilities and away from their competitors. That said, health care marketing must adopt a unique approach that considers not just marketing conditions
and target demographics, but also the uniquely humanistic aspect of health care. This paper will attempt to analyze health care marketing in terms of the four Ps approach, its intersection
with hospital business partnerships, and through the context of target demographics. This paragraph helps the student give an overview of the chosen organization. In order to understand how marketing
plans are developed in the health care industry, it can be instructive to begin with a hypothetical scenario. For the purposes of this example, one might consider Southwest General Hospital
in San Antonio, Texas. This facility makes for a good example because it represents a fairly typical health care facility in a medium to large city, which offers a range
of services to a broad distribution of customers. The hospital, dating back nearly one hundred years, runs 327 beds and has the typical array of amenities available - pharmacy, x-ray,
obstetrics, and various other specialty wings (Southwest General Hospital, 2011). The hospital needs to boost profits by crafting an effective marketing plan. In order to do so, it would be
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