Beruflich Dokumente
Kultur Dokumente
Basic Concepts
Public relations
• Form of communication management
that seeks to make use of publicity
and other nonpaid forms of promotion
and information to influence feelings,
Marketing Marketing Health Services opinions, or beliefs about the
Enrico C. Aguila organization and its offerings
OPST 127: Organization and Administration • Press releases, press conferences,
in Rehabilitation distribution of feature stories to the
January 25, 2010 media, public-service announcements,
and other publicity-oriented activities
Marketing
• Process by which companies advertise Communications
products or services to potential • Implicit in all aspects of the marketing
customers process
• Internal (for members of the
American Marketing Association organization) and external (general
• “the process of planning and public)
executing the conception, pricing, • Internal newsletters, publications,
promotion, and distribution of ideas, patient education
goods, and services to create materials
exchanges that • Developed by communications
satisfy individual and organizational staff/department
objectives”
Communication Process
Efficiently and Profitably
Community Outreach
Intention of Marketing • Form of marketing that seeks to
• A successful marketing program will present the programs of the
promote organization to the community and
growth and establish a presence in the establish relationships with community
community. organizations
Finding a Market Niche • Health fairs, educational programs for
community residents
Basic Marketing Concepts
• Emphasizes commitment to
• Market community and community
• Components of marketing organizations
• Healthcare products • Gain customers thru screening, follow-
• Customers up from
educational seminars, referrals from
• Market out-reach workers
o Buyers and sellers meet for • Generates word of mouth
exchange communication
o Individuals and organizations
that are potential customers Government Relations
o Actual and potential buyers • Healthcare organizations often must
o Geographic areas maintain
o Population segments
discourse with a variety of government purchasers for the purpose of making
agencies, sales
cultivate relationships with politicians and • Attempts to achieve mutually
other profitable economic exchanges
policymakers, and initiate lobbying activities between buyer and seller based on
directed toward various levels of government interpersonal contact and the seller’s
persuasive communication of his or
Networking her product’s/service’s qualities and
• Developing and nurturing relationships the benefits for the buyer
with • Sales presentations, sales meetings,
individuals and organizations with incentive
which mutually beneficial transactions programs, distribution of samples, and
may be carried out fairs and trade shows
• Colleagues, peers, other professionals,
referral Database Marketing
agents, clients, etc. • Establishment and exploitation of data
• Organize activities where people can on past and current customers, along
meet and with future prospects, structured to
interact allow for implementation of effective
marketing strategies
Sales Promotion • Introduction of new products/services,
• Offers a direct inducement to building
purchasers or an customer loyalty
incentive for resellers, salespersons,
or consumers
• Rebates, discounts, contests, games, Direct marketing
exhibits, low interest financing • Targets specific groups or individuals
schemes with specific characteristics and
subsequently transmits promotional
Advertising messages directly to them
• Any paid form of non-personal • Direct mail or telemarketing as well as
presentation and other approaches aimed at specific
promotion of ideas, goods, or services individuals
by an • Message can be customized to meet
identifiable sponsor that is transmitted the needs of target populations
via mass
media for purposes of achieving Target Marketing
marketing • Marketing initiatives that focus on a
objectives market segment to which an
• Print advertising, electronic organization desires to offer goods or
advertising, mailings, catalogs, services
brochures, posters, directories, • Shotgun vs. Rifle
outdoor ads, and displays • Based on geography, demographics,
• Organized in the form of an lifestyles, insurance coverage, usage
advertising campaign that involves a rates, or other customer attributes
series of ads placed in various
advertising media to reach a particular Micromarketing
target market • Target marketing in which companies
tailor their
Personal sales marketing programs to the needs and
• Oral presentation of promotional wants of
material in a narrowly defined geographic,
conversation with one or more demographic,
prospective psychographic, or benefit segments
• Potential customers are identified at
the household or individual level to
promote goods or services directly to
selected targets
Healthcare Customers
Defining the Customer
4 P’s of Marketing: Basis for Marketing
Strategies
Healthcare Products: What to Market
4 R’s of Marketing
• Relevance—getting to know
consumers, acting and speaking in
their interests, listening to and
understanding them, creating and
using databases about them
• Response—creating and fulfilling
brand expectations, orchestrating
service experiences that profitably
meet the needs and wants of
consumers
• Relationships—forging formal links
between the
organization and targeted consumers
• Results—gaining market share and
share of
customers