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Essay / Research Paper Abstract
In A Social Health Care Marketing Context In social healthcare markets the basis of the service provision is need rather than ability to pay. This 3 page paper looks at how and why pricing can impact on the accessing of social healthcare and the role and importance of marketing in this context. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEpricemed.rtf
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Unformatted sample text from the term paper:
than a privilege. In contrast to a market model of healthcare the ability to pay is not the primary driver; theoretically access should be based on need. However, social healthcare
does not always mean free healthcare and pricing will have an impact on access in terms of the level and type of access that takes place. For the patient
social healthcare may be provided without any direct cost, funded through tax revenues, otherwise there may be a cost associated with access, based on a predetermined formula for an ability
to pay, for example in the UK there is a flat fee charged for prescription medicine to those who are not on welfare benefits. The same price is charged regardless
of the cost f the drug. Pricing in this context is important in a marketing context as it needs to be set at a level that will support the service
as well as make sure that those requiring treatment will access the treatment. It the pricing is set too high then patients will not access the treatment in line
with affordability calculation based on their level of disposable income (Kotler, 2003). In the long term this can increase overall costs, as conditions may worsen and require treatment which will
be more costly for the state or healthcare provider. This is unlikely to have greater direct financial costs for the patient, meaning that the level of motivation to seek treatment
when a condition is perceived as not being serious may be minimal. Marketing the value of treatment needs to be undertaken in order to attach a value greater than the
price. For the patients that have to make the payments marketing needs to result in a positive cost benefit analysis for seeking treatment, regardless of whether it is for an
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