Week 7
When developing a marketing plan, it is important to understand that health care consumers
differ from consumers in other markets. One of the greatest distinctions is that health care
consumers are often not the ones to select the products or services they are purchasing.
Instead, doctors or other health care providers decide what services or products consumers
need. This means that when marketing in health care, organizations should consider both
the consumer and the provider. For this Discussion, you examine buying behaviors of
health care consumers in the following scenario and recommend strategies to market a
drug product.
Scenario: A pharmaceutical company is going to be selling a new brand-name
prescription drug to treat allergies. You have been hired to help them market this
product to individual and industry consumers.
By Day 3
Post a cohesive response to the following:
Describe one individual and one industry consumer for the prescription drug product in
the provided scenario.
Analyze buying behaviors and characteristics of these consumers. Then, recommend
strategies to market this product to the consumers you identified. Include strategies for
the different stages of the product’s life cycle. Defend or argue your recommendations.
Sikorska-Szaflik and Sozańska (2020) provide some important epidemiological data on
Allergic Rhinitis (AR) in the US and looking at this data will help our company find a target
market or audience for this new allergy medication. According to the authors, up to 12.7% of
children aged 6 to 7 suffer from AR and up to 45% of children aged 13 to 14 worldwide.
Overall prevalence of Hay Fever for those over 18 years of age in the US is 7.8% and
according to American Academy of Allergy Asthma and Immunology. (n.d.). The authors
note that overall the prevalence of disease is higher in children. As such, our marketing
When developing a marketing plan, it is important to understand that health care consumers
differ from consumers in other markets. One of the greatest distinctions is that health care
consumers are often not the ones to select the products or services they are purchasing.
Instead, doctors or other health care providers decide what services or products consumers
need. This means that when marketing in health care, organizations should consider both
the consumer and the provider. For this Discussion, you examine buying behaviors of
health care consumers in the following scenario and recommend strategies to market a
drug product.
Scenario: A pharmaceutical company is going to be selling a new brand-name
prescription drug to treat allergies. You have been hired to help them market this
product to individual and industry consumers.
By Day 3
Post a cohesive response to the following:
Describe one individual and one industry consumer for the prescription drug product in
the provided scenario.
Analyze buying behaviors and characteristics of these consumers. Then, recommend
strategies to market this product to the consumers you identified. Include strategies for
the different stages of the product’s life cycle. Defend or argue your recommendations.
Sikorska-Szaflik and Sozańska (2020) provide some important epidemiological data on
Allergic Rhinitis (AR) in the US and looking at this data will help our company find a target
market or audience for this new allergy medication. According to the authors, up to 12.7% of
children aged 6 to 7 suffer from AR and up to 45% of children aged 13 to 14 worldwide.
Overall prevalence of Hay Fever for those over 18 years of age in the US is 7.8% and
according to American Academy of Allergy Asthma and Immunology. (n.d.). The authors
note that overall the prevalence of disease is higher in children. As such, our marketing
