BUSI 528
Marketing Strategy
BUSI 528: Strategic Management and Marketing for Health Professionals
Marketing Strategy
Revising health care organizational structure is a necessity in the health care industry. To
manage and revise the structure, many health care administrators follow guidelines around
entities that assist health care organizations revise their organizational structure. Berkowitz
(2017) explains that these entities are known as the accountable care system (ACS) or
accountable are organization (ACO) (p. 37). Both entities focus on revising health care
organization structure as they help implement organized processes to improve quality and control
the costs of care (Berkowitz, 2017, p. 37). When revising the organizational structure, health
care administrators need to develop a marketing strategy that is suitable for their organization’s
needs. To develop such a strategy, health care organizations must develop a marketing mix that
appeals to the broadest group with the largest number (Berkowitz, 2017, p. 236). Often this
marketing strategy is developed using the four Ps. The four Ps focus on products, prices, places,
and promotions (Berkowitz, 2017, p. 9). When reviewing the five major aspects of the first-year
marketing plan, the new employer must combine plans and procedures that allows the health care
organization to multiply their productivity as well as their patrons. When developing a good
marketing strategy that is helpful to the community served, it is important to discuss products,
prices, places, and promotions. The best way to develop such a strategy is to follow the
guideline of the ACS that focus on revising the organization’s structure. Moberly (2017)
explains that an ACS organization there is a mutual agreement to provide all health and social
care for a given population.
The Four Ps
Berkowitz (2017) explains that the heart of any marketing strategy focuses on the
development of a response to the marketplace. The four Ps represent product, price, place, and
, promotion and represent the marketing mix that a health care organization needs to focus on to
be successful. The primary focus for health care marketing is the consumer (patient) and the
community that is served. By keeping consumers and the community the primary focus, health
care organizations can meet the needs of their consumers and the community (Yaghoubian,
Jahani, Charati, & Mahmoudi, 2018).
Product
Products represent the package of benefits offered to a market to satisfy a need (Edgar,
Huhman, & Miller, 2017). These goods and services are delivered through patient care under
different services offered by the health care organization. Goods and services can be broken
down into departments like outpatient services, emergency services, pharmacy services, inpatient
services, and rehabilitation services. The amount of goods and services offered depends on the
size of the health care organization and the needs of the community. To promote the goods and
services offered by the Bay Area Accountable Health System, the writer plans to implement a
marketing strategy that will focus on the promotion of preventative care through a preventative
care model. According to Briggs, Fraze, Glick, Beidler, Shortell, & Fisher (2019), there are
increased incentives for patients and health care providers to engage in preventative care. Such
programs are supported by the Affordable Care Act (ACA) and are supported by Medicare and
Medicaid (Briggs et al., 2019). Implementation of this plan will require the health care
organization and associated health care providers to upgrade any existing appointment reminder
systems that are currently used. Zimmerman (2015) explains that upgrading these systems to
promote preventative care services will drive increased revenues in the long-term setting.
Marketing Strategy
BUSI 528: Strategic Management and Marketing for Health Professionals
Marketing Strategy
Revising health care organizational structure is a necessity in the health care industry. To
manage and revise the structure, many health care administrators follow guidelines around
entities that assist health care organizations revise their organizational structure. Berkowitz
(2017) explains that these entities are known as the accountable care system (ACS) or
accountable are organization (ACO) (p. 37). Both entities focus on revising health care
organization structure as they help implement organized processes to improve quality and control
the costs of care (Berkowitz, 2017, p. 37). When revising the organizational structure, health
care administrators need to develop a marketing strategy that is suitable for their organization’s
needs. To develop such a strategy, health care organizations must develop a marketing mix that
appeals to the broadest group with the largest number (Berkowitz, 2017, p. 236). Often this
marketing strategy is developed using the four Ps. The four Ps focus on products, prices, places,
and promotions (Berkowitz, 2017, p. 9). When reviewing the five major aspects of the first-year
marketing plan, the new employer must combine plans and procedures that allows the health care
organization to multiply their productivity as well as their patrons. When developing a good
marketing strategy that is helpful to the community served, it is important to discuss products,
prices, places, and promotions. The best way to develop such a strategy is to follow the
guideline of the ACS that focus on revising the organization’s structure. Moberly (2017)
explains that an ACS organization there is a mutual agreement to provide all health and social
care for a given population.
The Four Ps
Berkowitz (2017) explains that the heart of any marketing strategy focuses on the
development of a response to the marketplace. The four Ps represent product, price, place, and
, promotion and represent the marketing mix that a health care organization needs to focus on to
be successful. The primary focus for health care marketing is the consumer (patient) and the
community that is served. By keeping consumers and the community the primary focus, health
care organizations can meet the needs of their consumers and the community (Yaghoubian,
Jahani, Charati, & Mahmoudi, 2018).
Product
Products represent the package of benefits offered to a market to satisfy a need (Edgar,
Huhman, & Miller, 2017). These goods and services are delivered through patient care under
different services offered by the health care organization. Goods and services can be broken
down into departments like outpatient services, emergency services, pharmacy services, inpatient
services, and rehabilitation services. The amount of goods and services offered depends on the
size of the health care organization and the needs of the community. To promote the goods and
services offered by the Bay Area Accountable Health System, the writer plans to implement a
marketing strategy that will focus on the promotion of preventative care through a preventative
care model. According to Briggs, Fraze, Glick, Beidler, Shortell, & Fisher (2019), there are
increased incentives for patients and health care providers to engage in preventative care. Such
programs are supported by the Affordable Care Act (ACA) and are supported by Medicare and
Medicaid (Briggs et al., 2019). Implementation of this plan will require the health care
organization and associated health care providers to upgrade any existing appointment reminder
systems that are currently used. Zimmerman (2015) explains that upgrading these systems to
promote preventative care services will drive increased revenues in the long-term setting.
