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Essay / Research Paper Abstract
This 4 page paper is a reflective paper considering the way in which health marketing takes place, focusing on the approaches and strategies adopted by pharmaceutical companies to support the sales of their drugs. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TErefmarkhc.doc
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Unformatted sample text from the term paper:
tactics depending upon their target audience. Pharmaceutical firm may market directly to the potential users, an in the case of prescription drugs they may also market to the
prescribing physicians. Pharmaceutical sales can be highly competitive, in many instances there will be a number of different brands or treatments that will satisfy the same need, even if the
need is satisfied in a different way, such as a different active ingredient in a treatment or a different approach. When the drugs are over the counter then the sales
are generally targeted directly at the users. This will usually utilise images of individuals who have used the drug and are symptom free, for example, Voltarol have a televised advertisement
showing a women who was suffering from back pain, struggling lifting, including being unable to comfortably lift a child who me may assume is a grandchild, showing her pain
and her relief after finding Voltaraol. Looking at the way marketing takes place to gain real impact an advertisement needs to appeal, there are three types of appeal; rational,
emotional and moral (Kotler and Keller, 2008). It may be argued that the most difficult but also the most effective is the emotional appeal, where marketers have sought to appeal
to either negative or positive emotions with attempts to find the right emotional selling proposition (ESP) (Kotler and Keller, 2008). The drug advertisements may appeal to the rational but their
strength to the end user is in the emotional. Those who are in pain and suffering are likely to be seeking relief, as such this is an area where emotions
may also be supported with hope that the message is correct. The way the message is presented may seek to increased the perceived credibility with the images of
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