Healthcare Marketing Medical Presentation

Healthcare Marketing PowerPoint Presentation

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Published on : May 02, 2018 | Views : 2997 | Downloads : 8

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Introduction Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. Marketing is the process of planning & executing the conception, pricing, promotion & distribution of ideas, goods & services to create exchanges that satisfy individual & organizational goals . Marketing is used to identify the customer, satisfy the customer, and keep the customer. Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. Marketing is the process of communicating the value of a product or service to customers for the purpose of selling that product or service.
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Some Important Concepts Need – the basic human requirements, viz. food, air, water, clothing, shelter & also education, entertainment, communication, social status, etc.  Want –needs directed towards specific objects that satisfy the need. Demand –want for product backed by ability to pay. Traditionally a ‘market’ was a physical place where buyers & sellers gathered to exchange goods but now marketers view sellers as the industry & buyers as the market. The sellers send goods & services & communications (promotions, ads) & in return they receive money & information (attitudes, sales & data). Product concept – holds that consumers prefer those products that offer the highest quality, performance or features. Thus producers are engrossed in giving quality & overlook what consumers actually want. Leads to marketing myopia. Value – a product is successful if it delivers value. Value is the ratio of benefits to costs.
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Some Important Concepts Customer Relationship Management – building long-term mutually satisfying relations with customers, suppliers, distributors in order to retain their long-term preference & business. Competition – includes all the actual & potential rival offerings & substitutes that a buyer might consider. There may be different types of competition: 1.Brand competition –similar product at similar price. Eg: Revlon/ Loreal. 2.Industry competition –similar class of products. Eg: All lipstick manufacturers. 3.Form competition –all products giving similar service. Eg: All cosmetics. 4.Generic competition –competing for same consumer rupees. Eg: trendy apparels, bags, shoes, etc. Marketing Mix - The set of marketing tools that the firm uses to pursue its marketing objectives in the target market.  These are Product, Price, Place & Promotion.  These 4Ps of the sellers are linked to the 4Cs of the consumers, viz. Customer solution, Customer cost, Convenience & Communication, in that order.  People, Process & Physical evidence are the extended marketing mix
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