Marketing in healthcare organization?

Thèmes abordés

Marketing in healthcare organization, marketing strategy and healthcare sector, EPHAD (Accommodation Establishment for dependent elderly), private and public healthcare organizations, marketing in health, Kotler, Brown, patients' experience, Astuti and Nagase, Berkowitz, Deloitte The Value of Patient Experience, Ann Cary, Adam William Darkins, digitization of health, seminar paper, French healthcare system

Résumé du document

The research question of this seminar paper deals with marketing strategy and healthcare sector.
To pursue their activity and improve the patient experience, should private and public healthcare organizations integrate marketing in their strategy?
Studying marketing, which is beginning to affect healthcare organizations, allows for the interpretation and analysis of marketing from the economic sphere, which now applies to sectors, in particular the medical one which has not yet been influenced by this kind of strategy.

To answer the research question, I interviewed professionals in the medical industry.

I was able to observe and draw specified conclusions on the subject. First, marketing in healthcare organizations is not mainly aimed at driving competition in this sector. It is primarily used to refer patients, reduce costs and gain time, in a sector where the number of doctors dwindles. In addition, marketing is supplementing medicine and is expanding to fill some gaps that reside in this sector. Furthermore, health marketing will revolutionize the current state of affairs in order to allow the use of tools for the production, transmission, management and sharing of digitized information for the benefit of medical practices. Moreover, in the future, marketing applied in health sector will redraw the interaction between patient and practitioner.

Extraits

[...] Marketing in healthcare organization? Executive Summary 3 Literature Review 4 Introduction Marketing & healthcare Marketing in health : A full-blown place The marketing structure & optimize Healthcare organizations Improve patients' experience Develop a loyalty's strategy Marketing based on patient, improve their experience to increase the financial aspect The marketing in healthcare, an outstanding horizon The future of marketing in healthcare The shift to digital marketing of healthcare organizations 10 Hypothesis 11 Methodology 12 Research Design 12 Results & Findings 12 Conclusion 14 References 15 Listing sources relevant to the topic 15 Executive Summary The research question of this seminar paper deals with marketing strategy and healthcare sector. [...]

[...] They also agree that marketing can and should be developed for the patient (interview to inform him about the risks, to make prevention and to help him making his own choices. One of the interviewees reminds us that the State occupies a large place in the development of marketing around healthcare. But brakes lie in the integration of marketing in health. First, the business side of marketing that does not always fit with medicine. And secondly, the legal constraints that force doctors not to have commercial connotations. [...]

[...] Through marketing, interviewees generally spoke of telemedicine (distance medicine) and the sharing of activities among professionals. Conclusion This seminar made possible to know the impact of marketing in healthcare organizations. As shown by the interviews conducted, in France, health and marketing are two terms that can be opposed. The same is not true for the American or English healthcare system. As far as France is concerned, the public healthcare sector is impervious to business and therefore precisely to marketing. Indeed, the patient is not characterized as a client. [...]

[...] The subject of marketing in health sector is intricate due to the French system and its very tough laws. We can't refer to trade or business when we talk about health sector in France. As part of this seminar paper, I will focus on the use of marketing strategy in private for-profit health organizations such as private clinics, health centers and health centers (made up of health professionals, Health centers, health networks, health institutions, medical and social services and establishments, health cooperation groups, and social and medical-social cooperation groups. [...]

[...] Consequently, the stake of the marketing in for-profit healthcare organization is to make profits and additional incomes. More the finance are healthy, more the organizations will generate loyalty, and more patient will be treated and will be in good health. Some experts on the subject, like Brown (1992) said that marketing could not yet show its effectiveness in increasing the revenue of the organization by its use « Where declining utilization makes it diffcult to show marketing's contribution to increasing revenues » p.68. [...]