First ofall an organization required to different needs and group in the market field.In hospital industry treatment and diagnosis can be needs and there are manygroups willing to get the service. Second, it targets those needs and groupsthat it can satisfy in a superior way. Then it positions its offering so thatthe target market recognizes the organization’s distinctive offering and image.
Marketing Mix for the Hospital Product Level Thehealth care organization needs to address three product levels. The fundamentallevel is the core benefit that the customer is really seeking. A patientvisiting a hospital to deliver a baby wants a safe, healthy birth. Thepurchaser of aspirin is buying headache relief. At the second level, themarketer has to turn the core benefit into a basicproduct. Thus a patient hospital room in a maternity department includes a bedthat also serves as a delivery table, a scale, and a recliner, and it supportshigh-intensity lights and an ultrasound machine. At the third level, themarketer prepares an expected product: a set of attributes and conditionsbuyers normally expect when they purchase this product.
Expectant mothers canexpect a clean gown, fresh bedding, working lamps, acceptable food, and arelative degree of quiet. Service Quality:Healthcare service companies can try to demonstrate their service quality through physicalevidence and presentation. Service marketers must also be able to transform intangibleservices into concrete benefits. In the case of health care services, buyers arebecoming increasingly sensitive to service delivery. Services are highlyvariable because they depend on who provides them and when and where they areprovided. Brand and Branding: Mostconsumer health care products carry a brand name. A few might be labeled with justa generic name, such as aspirin. Health service organizations do not often paythe same attention to branding as do product firms.
For example, although allphysicians and hospitals have names, they may not have the status of brands.However some physicians may have achieved widespread recognition andpreference, whether simply due to their quality work or through furtherleveraging by some personal marketing. Product Life Cycle: ThePLC (Product Life Cycle) concept can be used to analyze a product category(pharmaceuticals), a product form (drug tablets), or a brand (Napa). Mostproduct life-cycle curves are divided into four stages: introduction, growth,maturity, and decline. The shapes of these curves will depend on the nature ofthe product and the environment in which it is used. Pricing:Everyhealth care organization sets prices on its services and products.
The conceptofpriceis the same whether it is termed a co-payment (for a doctor’s visit orpharmaceutical purchase), a deductible (for a hospital admission), and tuition (for medical school education).With respect to health care services and products, consumers have traditionallybeen price takers; that is, they accept prices at face value or as given. Marketing communications:Marketing communications activities contribute to brand equity in many ways: by creating awareness ofthe brand, linking the right associations to the brand image in consumers’ memory, eliciting positive brand judgments or feelings, and, ideally, facilitating astronger consumer-brand connection. Marketing Channel:Healthcare service providers, as well as health care product firms, often do not selltheir services and goods directly to end users, a set of intermediaries, orchannel partners, perform a variety of functions needed to deliver them. Theseintermediaries function as marketing channels, service delivery networks, anddistribution channels. Implementing and Controlling theMarketing Effort Thecritical role that marketing plays in the health care sectors requires marketersto participate at every step of thedevelopment process: identifying opportunity areas, gathering information from physicians and consumersto aid in decisions about dosage, pill size, and sampling, and conductingpost-launch monitoring programs to monitor effectiveness and competitivepositioning.