Strategic Marketing for Health Care Organizations Building a Customer-Driven Health System 2008

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StrategicMarketing for Health Care Organizations: Building a Customer-DrivenHealth System 2008

StrategicMarketing for Health Care Organizations: Building a Customer-DrivenHealth System 2008

Healthcaremarketing has shown some advancement in the 21stcentury but still lags behind in the corporate world. This is becauseof the common belief that health care comprises just of physiciansand patients who only consume things already produced. The majorsteps taken to promote health care, such as the creation of websitesand advertisements in the media, still have not led to any majorchanges (Lewis,2008).Last year, my grandmother was very sick with a strange disease, whichthe local hospitals could neither treat nor identify its etiology. Irushed to the internet to access hospitals with websites to see thekind of help or first aid we could give her. I did this inpreparation for taking her to the hospital. All I found were websitesthat had some sort of directions to the location of the hospital,type of physicians at the hospital and common diseases treated at thehospital.

Idid not, however, expect to find much especially from publichospitals that I was searching for. This is because my assumptionshave always been that it is only the private hospitals and medicalrelated centers that require marketing. This is because they areprofit-making health facilities that thrive well when they have newcustomers who are loyal to their products and/or services. Thegovernment promotes the biases that hospitals do not requiremarketing as they are fully funded and the programs already in placeare sufficient to meet customers’ needs.

Mysuppositions have greatly been unfounded because marketing in thehealthcare is just as crucial as it is in any other industry. Boththe traditional means of marketing and the new methods should beincorporated in healthcare. Suggestion boxes and ‘sales` people, aswell as researchers should be out there talking to people regardingthe views they have on attendance and care giving together withmedicinal brands in the market.

Websiteswith little content about the hospital about which they weredeveloped are not good. The web content should first embrace theaudience and make sure anybody viewing their web pages on theinternet for the first time feels cared for emotionally andphysically (Shalowitz,Stevens &amp Kotler, 2013).Hospitals should also advance with the ever-changing technology.Patients should be digitally connected. They should be able to goonline, talk to a physician about their health, and ask questions onprobable health solutions before even going to the hospitalsphysically.

Promotionsof health care services and medicine brands should not only belimited to privately owned medical healthcare systems but also thegovernmental-run medical centers both from the production of themedicines to the treatment and care of patients. This is because atthe end of it all, the goal is to reach the targetpopulation/audience to make sure that they get the requiredtreatment, care, love, and medicine despite how the information aboutsuch treatment or care reached them (Rooney,2009).

Basedon the benefits accrued from the importance of health care marketing,the world would be a healthier and better place if health carefacilities could build and implement effective marketing strategies,in a competitive manner, and while offering quality services.


Lewis,J. B. (2008). StrategicMarketing for Health Care Organizations: Building a Customer-DrivenHealth System.New Jersey: John Wiley &amp Sons, Inc.

Rooney,K. (2009). Consumer-driven healthcare marketing: Using the Web to getup close and personal.&nbspJournalof Healthcare Management,&nbsp54(4),241.

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Shalowitz,J., Stevens, R. J., &ampKotler, P. (2013).&nbspStrategicmarketing for health care organizations: Building a customer-drivenhealth system.San Francisco, Calif: Jossey-Bass.

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