The practice of marketing is incredibly important to the overall success experienced by a health care organization. In fact, marketing has been sited as arguably the most important factor in determining the growth and prosperity a health care organization will experience (Elrod & Fortenberry, 2018). Marketing can be defined as a process that assessed consumer needs and desires, and then promoting and offering solutions to those needs and desires (Elrod & Fortenberry, 2018). The services offered by a health care facility are relatively similar across the board, because each facility must be accredited and follow strict regulatory guidelines. Because of this, health care is considered a highly competitive market. Consumers have the ability to choose where they receive their care, which obviously has a direct impact on the financial success of an organization. In order for health care organizations to attract consumers in a competitive market, marketing is used. The most effective marketing strategies showcase what is unique about the health care organization. Successful marketing campaigns reach a wide variety of consumers in creative ways.
Marketing can be used to meet organization goals by tailoring the campaign to specific target audiences. Once organizational goals have been identified, health care managers can utilize marketing to publicize those organizational goals. The goals of an organization often support the overall mission, which his something that consumers should be aware of when choosing an organization to receive their care at. As a manager, the best way to utilize marketing strategy is to find innovative pathways that other organizations have yet to discover (Elrod & Fortenberry, 2018). The resources that utilized to find these innovative pathways will be well worth the time if the campaign breeds new and continued consumers. There are numerous innovative ways to market, such as digital billboards, newsletters, and even marketing the experience consumers will receive at an organization that they will not receive elsewhere. The competitive nature of the industry means that customer opinions must be taken into account. Health care managers that utilize marketing research to address the concerns of consumers will see a return in patient acquisition and patient continuity.
Elrod, J.K., & Fortenberry, J.L. (2018). Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. BMC Health Serv Res 18,922. https://doi.org/10.1186/s12913-018-3682-9