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Distribution Healthcare Marketing PowerPoint Presentation

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Description : This presentation on "Distribution Healthcare Marketing" talks about the concept of channel structure and the alternative channels available, the various levels of distribution intensity and the implementation issues of each, vertical marketing systems and their application in health care, the nature of channel leadership and the source of channel power and the application of retailing in health care strategy.

Tags : Distribution Healthcare Marketing, Healthcare Marketing

Published on : Jul 19, 2020 | Views : 1949 | Downloads : 2

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Slide 1-

Doç.Dr.Şeyda ÖRS KAYA
Slide 2-

Understand the concept of channel structure and the alternative channels available Know the various levels of distribution intensity and the implementation issues of each Understand vertical marketing systems and their application in health care. Describe the nature of channel leadership and the source of channel power. Recognize the application of retailing in health care strategy
Slide 3-

Core part of marketing mix How & where the product/service is accessed by the customer Channel of distribution – path the product takes from producer to end user Marketers must decide: How should product/service be distributed? Who within channel should perform each function? How much coverage of market is needed? How can the channel be controlled?
Slide 4-

 In health care, channel of distribution is often the path of referrals among providers Distribution decisions are not always under direct control of health care marketers  Channel length: number of people or organizations (intermediaries) between producer and end user
Slide 5-

Producer Consumer Patient Primary Care MD Patient MinuteClinic Patient Physician Client Wellness Center online
Slide 6-

A person or organization who facilitates the distribution of goods to the consumer Resellers (wholesalers and retailers) Logistics companies (shipping companies) Financers (banks and insurance companies)
Slide 7-

Primary Care MD Patient Insurance Company
Slide 8-

Producer Intermediare consumer Producer Wholesaler retailer consumer Academic Medical Center Acute Care Hospital Specialist MD Primary Care MD patient Insurance company
Slide 9-

Geographic accessibility (Place utility) Time accessibility (Time utility) Financial Assistance/Affordability (Possession utility) Customization to individual needs/wants (Form utility)
Slide 10-

 Organizations must decide how to distribute their products/services to customers How many and which intermediaries to use? How wide? How standardized? Distribution decisions directly affect costs, which affects prices Must work well with all other elements of the marketing mix Potential for conflict among channel members
Slide 11-

Intensive Widely available and accessible Little control Wide market coverage Selective Limited availability Moderate control Moderate market coverage Restricted availability High degree of control Narrow market coverage Exclusive
Slide 12-

“Vertical marketing systems” Direction Forward integration Backward integration Extent of integration Ownership Alliances Contracts/Franchising
Slide 13-

Vertically Integrated Delivery Systems Theoretical advantages: Cost savings through reduction of duplication and improved coordination/continuity of care Improved quality through improved coordination/continuity of care Fewer conflicts among channel members Improved access for patients Easier navigation for patients Increased market power
Slide 14-

Channel commander Bases of power Coercive/Reward Referent (brand name awareness) Expertise Economic Concerns and limitation on using power Damage to long-term relationships Incentives to vertically integrate  Goverment Commissions
Slide 15-

Clinic Academic Medical Centers ComImIuInity Hospitals Multi-specialty group practices IV Primary care practices I II Specialty Hospitals Concierge medical practices Breadth of Product Line AMOUNT OF VALUE ADDED HIGH LOW BROAD NARRO W
Slide 16-

Price Distrubution (Place) Communication (promotion) Product and services
Slide 17-

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