Marketing in Healthcare

Marketing in Healthcare
Module Overview
Introduction
In this Module we will explore branding as it applies to the health care arena. We will be formulating our own branding strategy for a health care organization.
Branding: Definitions and Purpose
What is branding? Branding is a marketing strategy that can be used for a provider as well as for a specific health care product. One of the fundamental goals of branding is for the intended recipient to recognize or associate a specific identity or image with an organization.
As we will see in the background readings two of the basic goals of branding are to build awareness and establish loyalty (McPherson, 2008). Anthony Cirillo, the principal at Fast Forward Strategic Planning and Marketing Consulting, stated in an interview that “When organizations do brand advertising, they are trying to build a certain image and associate certain attributes to their products or services-the most compassionate, the most technically competent, and so forth” (McPherson, 2008).
Gapp & Merillees (2006) assert that branding can serve as an interface between a healthcare organization and the public. Branding can also serve as a means of internally communicating a common message between employees within a health care organization (Gapp & Merillees, 2006).
The shifting role of the consumer in the health care environment has shaped the way that branding has been used in practice. As we read in McPherson (2008) in Module 2, branding is important in both the non-profit and for-profit sectors.
As we will learn, branding can be an important part of the marketing plan, and thus part of an overall strategic plan within a health care organization. You will have the opportunity to explore the issue of strategic planning in other courses in TUI’s Health Care Management program, such as MHM508 Strategic Planning in Health Care.
Module 3 – Background
Branding & Online Marketing
Required Reading
Chinomona, R. (2013). An empirical examination of the predictors of consumer compulsive buying as an “impulse control disorder not otherwise specified”: A branding perspective. Journal of Applied Business Research, 29(6), 1689.
Dugel, P. U., & Gupta, S., M.D. (2013). Anchoring the market position of retina practices through customer service, branding, and relationship building. Ophthalmic Surgery, Lasers & Imaging Retina, 44(3), 229-231.
Ergin, E. A., Akbay, H. O., & Ozsacmaci, B. (2014). Insights into consumer preference of foreign brand names: Reality or myth? International Journal of Marketing Studies, 6(4), 157-164.
Fellows, J. (2013). Rebranding Helps Sharpen Marketing Strategy. Healthcare Marketing Advisor, 14(11), 4-7.
Kaynak, R., & Eksi, S. (2013). Antecedents of anti-branding: An empirical research for managerial perspective. International Business Research, 6(10), 78-90.
Sanya, S. N., Datta, S. K., & Banerjee, A. K. (2013). Conceptualisation of branding: Strategy based on the indian pharma sector. International Journal of Pharmaceutical and Healthcare Marketing, 7(2), 175-198.
Winston, W., Stevens, R. E., Loudon, D. L., Migliore, R. H., & Williamson, S. G. (2013). Strategic planning for not-for-profit organizations. Routledge.
Branding & Online Marketing
Module 3 – Case part 1
Case Assignment
Your assignment is to write a 4- to 5-page scholarly position essay in which you assess the value of branding in health care.
1. Specifically, under what circumstances do you feel that it is beneficial for health care organizations to use branding?
2. Can the use of branding have unexpected negative consequences? Explain in detail.
Assignment Expectations
You will be expected to:
1. Provide a scholarly basis for your response.
2. Justify your opinions with evidence from the literature.
3. Cite several scholarly references in your essay.
4. Properly cite all references in the text of your essay (either in parentheses or in footnotes), as well as at the end.

Module 3 – SLP part 2
Branding & Online Marketing
For the Module 3 SLP, please write a 4- to 5-page essay (This does not include the cover sheet or the reference page.) in which you formulate a plan to brand a product or service associated with your health care organization (or to brand the organization itself), and to market online. If there is currently an existing branding strategy in place, then describe how you would improve upon it. If branding is not currently used, then describe how it could be done. In either case, justify why branding would (or would not) be appropriate or effective.
SLP Assignment Expectations
1. **Focus your response to this component of the SLP specifically on branding in health care.
2. Implement feedback provided on earlier components of the SLP.
3. Apply principles from the background materials.
4. Provide a scholarly basis for your response.
5. Justify your opinions with evidence from the peer-reviewed literature.
6. Cite several scholarly references for this assignment.
7. Properly cite your references in the text of your essay as well as at the end.
THREADED DISCUSSION: part 3 (please cite a peer-reviewed reference at the end of answering the discussion questions.
Marketing Strategies

You are the marketing manager of a large health care organization.
Your State has been damaged by a natural disaster, resulting in a mass evacuation of 300,000 people, now living in temporary housings.
1. What services would you offer to these people?
2. What promotional strategies would you use to promote your organization’s health care services to these people?
3. How will their financial situation affect your pricing plan?
4. What types of resources from your State could be utilized and included in your marketing plan?
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