Running head: MARKETING IN HEALTHCARE

Marketing in Healthcare An Assignment Submitted by Name of Student Name of Establishment Class XXXX, Section XXXX, Spring 2012

MARKETING IN HEALTHCARE Marketing in Healthcare Marketing is quite an interesting subject of any research and many different companies all over the world spend enormous amount of money on the research studying all kinds of products or brands, pricing and promotion technique, etc. and since this is a research on the marketing analysis and its improvement for the health sector. I would like to pay special attention to such a conventional thing as global branding in terms of multinational enterprises that deal with the health care industry and that will fit any application of healthcare marketing. It is quite easy to register a trademark, whose meaning is often mixed up with the meaning of the word brand. Trademark is only a part of brand. According to what The Chartered Institute of Marketing say, a brand represents the consumers' experience with an organization, product, or service. (Marketing Glossary, 2012) Global branding has its pluses and minuses in relation to the health industry, which will be discussed below. In parallel to global branding, local marketing should exist to add the flexibility to the global brand, depending on the cultural and other differences of the region. Effective public health practice requires timely, accurate, and authoritative information from a wide variety of sources. Not surprisingly, public health professionals have been among the earliest adopters of computers and other information technologies, and numerous individually useful computerized information and surveillance systems have been developed. (Occupational Health and Safety. 2003) Nevertheless, we need to utilize a more systematic and informed approach to the application of information science and technology in order to take full advantage of its

MARKETING IN HEALTHCARE potential to enhance and facilitate public health activities. This approach is embodied in the principles and practices of a new discipline called public health informatics. There are many programs that support healthcare marketing in the world that take care of human safety at the workplace, among which there are preventive health programs that imply the wellness approach. The key principles work out the aeronautical, electrical, materials, mechanical, metallurgical and computer engineering fields along with the operational and human factors. (Piffaretti E., 2007) With this, the health care is changing as new technologies are being incorporated into the existing infrastructure due to the competent marketing practice. Both the Electronic Patient Records and sensor networks for in-home patient monitoring are at the existing foreground of new machineries. Paper-based patient records are in the process to being put in electronic format in order to enabling patients to access their records over the Internet. (International Technologies Management Baseline. 2012) Remote patient monitoring is a very impressive tool to boost marketing effectiveness thus becoming more practicable as dedicated devices can be placed at homes. The mixture of such technologies will advance the superiority of health care by making it more tailored and reducing costs and medical errors. Whereas there are benets to technologies, associated privacy and security issues need to be analyzed in order to make these systems socially acceptable. (Unified Medical Language Fact Sheet, 2003) Now think through the pluses of the global branding. The first plus is a global brand which is known all over the world. The second plus is that any customer can buy that product almost everywhere in the world; so if a person moves to another country, he or she can still stay a consumer of that specific brand, as the repeated consumer trusts the

MARKETING IN HEALTHCARE brand. A company can spread costs between countries and it can save on production and logistics by producing in a country where it sells its products or by producing in a country where it is cheaper to produce. So the third plus can be lower running costs. Another plus is that the brand is of greater perceived value and it becomes more attractive to a wider audience. People think that a brand is good if it is popular in other countries, and that good reason should exist even if people of other nationalities and cultures perceive its value. Quality is a very important factor and, according to the same study, it is a key point for 90% of people. One of the main arguments is that the global brands are not desirable by consumers just because they are global, what consumers really expect and why they are devoted to a particular brand is quality. Dana L. Alden, a professor of marketing at the University of Hawaii says that The brands that tend to be successful around the world tend to be of higher quality and are promoted as such. (MIT SMR, 2012) Unfortunately, global branding has not only advantages, below are some of the disadvantages global branding possesses. First of all, it is expensive. Tremendous resources are needed to make branding in different countries at the same time. A lot of people including scientists and managers pinpoint the enormous advantages of Internet over the other means of implementing the international marketing research. According to public opinion, Internet is - fast, cheap in saving on publishing, distribution, and other costs, needs small amount of labor, and provides no restriction of space, time, and zone.

MARKETING IN HEALTHCARE References Marketing Glossary. 2012. The Chartered Institute of Marketing. Retrieved from http://www.cim.co.uk/KnowledgeHub/MarketingGlossary/GlossaryHome.aspx Occupational Health and Safety. 2003. Occupational Health and Safety. Retrieved from http://www.unevoc.unesco.org/fileadmin/user_upload/pubs/AB5_HealthSafety.pdf Piffaretti E. 2007. Capacity to make decisions? Changes in the law are you prepared? Clinical Discovery, Jun/Jul, pp.20-21. MIT SMR. 2012. The Global-Brand Advantage. Retrieved from http://sloanreview.mit.edu/smr/issue/2003/spring/1g International Technologies Management Baseline. 2012. Networking in Healthcare Efficiency. Retrieved from http://www.baselinemag.com/c/a/ITManagement/Networking-Ups-Healthcare-Efficiency-732013/