MAR 3712 Marketing and Product Strategy Product Discussion for Consumers

MAR 3712 Marketing and Product Strategy Product Discussion for Consumers

Instructions:

Candidates for the position of marketing director were being interviewed at a large academic medical facility. A vice president of marketing for a large consumer food product company was one of the interviewees. During the interview, the interviewee was asked about his qualifications for the job. “I’ve always sold stuff and have been successful,” he said. A food product is no different from a hotel, airplane, or hospital in terms of marketing.”

Is this a naive viewpoint? Why do you think that is?

How does marketing for health care differ from marketing for other products or services?

What makes it unique?

Berkowitz’s Essentials of Health Care Marketing, Chapter 9: Problems

Devonte Edwards has been contacted.

A) Is this a naive viewpoint? Why do you think that is?

I believe the viewpoint is naive, because the healthcare services that an individual is attempting to market are vastly different from other tangible goods. Products are typically supplied by people who arrive at irregular times, whereas health care is consistent. The reason for this is since it isn’t a physical item, but it can help you prolong your own.

B) How does health-care marketing differ from other types of product or service marketing?

When comparing health care marketing to conventional marketing, there are a lot of parallels. Both have similar goals, such as a target market, sales, a service goal, and advertising (Berkowitz, 2022). The majority of them are fundamental constants that can be used to marketing. Having these goals aligned aids in the organization and development of your firm at a rapid pace.

C) What makes it unique?

Selling a food product is tactile, which means the buyer can feel, touch, and, if feasible, eat it. When it comes to medical services, though, it’s more of an untouchable commodity. Visiting the doctor for a daily checkup, for example, is covered by your own health insurance. The doctor is informing the patient about what is going on and how to prevent it from getting worse, such as the containment of Covid, which is highly contagious. For only understanding the basics, this service could change or even save a person’s life.

Reference:

E. N. Berkowitz, E. N. Berkowitz, E. N. Berkowitz (2022). The most important aspects of health-care marketing. Jones & Bartlett Learning is a publishing house that specializes on education.

IN REPLY TO Kelly Hicks

This is a naive viewpoint. Medical product and service marketing is not the same as food product marketing. When promoting a food product, the customer is able to touch and feel it while being sold on it. Medical items and services do not have a set marketing strategy, and therefore cannot be marketed in the same way that food products are. The circumstances of the medical product or service you’re selling aren’t set in stone; they can alter depending on the patient, the provider, and the situation.

Healthcare marketing is similar to other product and service marketing in that both employ a strategic marketing plan (Berkowitz, 2017). Financial analysis, SWOT analysis, target market research, and quantitative estimates are all required for both (Berkowitz, 2017).

Medical marketing is distinct in that it is not based on a tangible product. A food product will always remain the same because it originates from a distribution center that is only dedicated to that product or group of items. Medical processes differ depending on the patient and the practitioner. You won’t know the final result until services are delivered, and the final result may vary from patient to patient. This is why, in our experience, any medicine promotion must include a disclaimer of all probable side effects, even if they are disclosed quickly. The medicine can have a variety of effects on the body.

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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