Marketing and Health Care Systems Essay - 1168 Words

Dwana Kelley Strayer University Professor Kevin Williams HSA305 April 29, 2012 Marketing and Health care Systems The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right products and services is successful the organization’s mission and marketing need to be in alignment. This alignment begins with the strategic planning process, which†¦show more content†¦The Department of Public Relations and Marketing Both internal and external communications for Jackson Health System is provided by the Department of Public Relations and Marketing (Jackson Health System, 2012). This department is responsible for media relations, publications, marketing, and special events (Jackson Health System, 2012). Media relations work with local, national and international media, both broadcast and print, to showcase JHS physicians, staff, and services. Much of what is done is patient care centered, with the exception of marketing, and special events (Jackson Health System, 2012). Marketing is responsible for advertising campaigns, which markets JHS as an integrated health network (Jackson Health System, 2012). Marketing and Mission The concept of health services marketing is centered on â€Å"the analysis, planning, implementation, and control of carefully formulated programs designed to promote voluntary exchanges of values with target markets with the purpose of achieving organizational objectives (Longest et al. 2000, p 358). The marketing department of any health care organization requires knowledge of the current and future needs and desires of the target market, which will allow strategic planners to determine services and products that can be offered. An assessment of the target marketsShow MoreRelatedEssay On Marketing In Health Care1094 Words   |  5 PagesMarketing Concepts in Health Care and other Industries Proper marketing in healthcare is necessary in the sense that it helps healthcare organization to market their services, promote their products and services and improve the overall health of the community (Codourey, 2013). It is also a critical factor in improving delivery and quality of service provided by a healthcare organization, thus enhancing effectiveness and patient satisfaction in general. 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