Marketing and advertising
Marketing encompasses the actions, set of establishments and procedures for developing, relaying, communicating and exchanging valuable offers to customers, partners, clients and the general public. Distribution, advertising and selling are part of marketing which predicts future client needs of by way of market research. The four elements of the marketing mix include: price, product, promotion and place. Pricing is the setting of product prices in form of monetary considerations or what is received in exchange for a product, for instance, attention, energy and time.
Product tackles the specifics of actual services or goods and their relationship with the wants or needs of end users. Product aspect includes support, warranties and guarantees. Placement (place) signifies how products reach customers, either through retailing or point-of-sale arrangements. Also refers to the channel a product follows – for instance retail or online, the geographic locality involved and market segment. Promotion encompasses the various product promotional modes employed; including: sales promotions, advertising, personal selling, publicity and branding (http://www.
healthcaresuccess. com/). Properly and factually done, health care marketing has potential to increase profits, attract able and appreciative clients and broadcast best practices. This could encompass dental, surgical specialties and physical therapy marketing. The ultimate effect of such strategies
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Advertising is a mode of communication with the motive of persuading potential; customers to consume or purchase a given brand of product. Mostly this involves accelerating consumption of products by way of reinvention and conception of a brand image. This is done through various media including: radio, cinema, magazines, video games, carrier bags, internet and billboards. Ethical advertising ought to promote health and quality healthcare provision. Ethical principles relevant to the advertising in question ought to govern the implementation of any healthcare advertising.
Healthcare advertising should never promote or initiate values or attitudes and behaviors that are potentially harmful to public health and that could induce individuals to make poor healthcare decisions. Medicine practice and public health are influenced, either positively or negatively, by the mode employed in promoting medical drugs. Positive effects lead to better informed treatment and diagnosis, whereas negative implications could result in inappropriate, unnecessary or highly costly drugs use.
Proper healthcare advertising is meant to maximize to the potential of positive health impacts and minimize the potential for negative health implications (http://www. healthcaresuccess. com/). The primary objective of healthcare advertising is to accelerate consumption; public education and information are secondary; this may result in harm to clients. Firms may be hard-pressed to effectively perform two competing duties: fulfill promotional requirements as well as safeguard health needs of individual clients.
Caution is thus of essence and this can be by seeking and implementing alternative modes of attaining positive public benefits. Separating consumer education from trade promotions is one way of achieving this. the ethical principle of avoiding simultaneously executing events with potential conflicting interests and goals is fulfilled . Marketing is more appropriate in healthcare advertising as opposed to advertising since it is more encompassing and holistic. Advertising mostly is meant to bombard the potential customer with a lot of mostly conflicting and confusing information.
Such a client is more likely to make harmful and wrong healthcare decisions. Marketing involves a number of processes that make the client more conversant with the products being marketed. The client is thus more educated and less likely to resort to poor and dangerous healthcare decisions (Weber, 2001, p. 124).
References Healthcare marketing strategies- medical marketing, dental marketing, physical therapy marketing. Retrieved on 2nd march 2009 from http://www. healthcaresuccess. com/ Weber, L. J. (2001). Business ethics in healthcare: beyond compliance. Bloomington, Indiana: Indiana university press; pp. 124