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Essay / Research Paper Abstract
This 10 page paper considers the way that a hospital will develop a marketing strategy to market its services. The paper considers the way that marketing theory will be used to help identify and develop a plan, what marketing elements the plan should include and how the plan should be linked to the overall business plan. The paper looks at who the marketing plan will be developed it does not present a marketing plan. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEhospmar.rtf
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Unformatted sample text from the term paper:
a number of specific requirements, for example the legality is involved in the marketing of medical services, but all of the same requirements exist, before a service can be purchased
the potential consumer needs to know that the service is available, and how they can access it. To communicate with the potential consumers that the hospital is available, and
market the services it offers the hospital needs to identify potential target market, or target markets, and then formulate a communication strategy that will ensure that an effective message is
both transmitted and received, which will encourage the purchase decision in favour of the hospital, rather than its competitors. The way in which the communication can take place is
variant, target markets may depend upon the number of features and characteristics as well as services offered, and the way the message is communicated may depend upon the environment, the
resources and the way the hospital wants to project its image. When determining the way the marketing strategy should be developed it is essential to consider marketing theory, in order
to assess what marketing elements should be included within the plan and how those marketing elements should be linked to the overall business plan, the role of different stakeholders all
decision-makers, and the way that the leadership should be involved with the marketing plan. To begin with we will consider the aspect of the different elements that should be
present in the marketing plan. 2. Elements of the Marketing Plan 2.1 Positioning In order to determine the way in which the marketing plan will be formulated the first stage is
to consider the positioning of the hospital and the target market. For a business to be successful it is essential that the company, in this case the hospital, is
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