Effectively Marketing Managed Health Care: A Look at the Role Marketing Mix Variables Play in the Delivery of Health Care

Jamie Pleasant*, Charles T. Moses**, Donald Vest***
*, ** Associate Professor, School of Business Administration, Clark-Atlanta University, Atlanta, Georgia.
*** Assistant Professor, Marketing and International Business, Clark-Atlanta University, Atlanta, Georgia.
Periodicity:June - August'2010
DOI : https://doi.org/10.26634/jmgt.5.1.1224

Abstract

This paper presents effective ways that healthcare marketing administrators can utilize the marketing mix variables to maximize their delivery of healthcare services.  Managed healthcare companies are continuing to look at various ways to develop an effective and efficient brand among many competitors that exists in the healthcare industry.  The task of healthcare firms to be the preferred provider for customers over other companies is not an easy undertaking.  It requires sound marketing strategies that will establish one healthcare provider’s brand over another’s.  Providers must establish themselves as a brand to compete.  As customers are becoming more knowledgeable about healthcare and have more access to databases of all healthcare providers, the ability for a healthcare provider to properly implement the place, price, promotion, and product marketing mix variables will give that firm a sustainable competitive advantage among others.  Therefore, healthcare providers must understand and utilize branding strategies based on the marketing mix variables.  This paper examines each marketing mix variable that a healthcare provider can utilize in order to help establish a credible, unique and powerful brand.

Keywords

How to Cite this Article?

Jamie Pleasant, Charles T. Moses and Donald Vest (2010). Effectively Marketing Managed Health Care: A Look at the Role Marketing Mix Variables Play in the Delivery of Health Care. i-manager’s Journal on Management, 5(1), 1-11. https://doi.org/10.26634/jmgt.5.1.1224

References

[1]. Andaleeb, Syed, S. (1994). "Hospital Advertising: The Influence Of Perceptual And Demographic Factors On Consumer Dispositions", Hospitals & Health Services Administration, (Winter), 8, 48-60.
[2]. Anderson, Howard J., and Julie Johnsson, (1992). "There No Simple Cure For Billing And Pricing Woes," Hospitals, 66, (June), 26-34.
[3]. Bazzoli, Fred. (1993). "Making The Grade with ER Patients," Modern Healthcare, 23, (Dec.), 52-56.
[4]. Blankenau, Renee. (1993). "Designing HIPCs," Hospitals & Health Networks, (July), 67, 34-36.
[5]. Denitto, Emily (1994). "Patient Power Over Hospitals, "Advertising Age, (Oct.) 65, 46.
[6]. Eckholm, E. (1995). “A Hospital Copes With the New Order,” New York Times. January 29, 1995.
[7]. Flanagan, Patrick, (1988). "Emergency Treatment For healthcare Systems," Computer Decisions, 20, 43-50
[8]. France, Karen R., and Rajiv Grover (1992). "What Is Healthcare Product?," Journal of Healthcare Marketing, 12, (2), 31-38.
[9].Gattuso, Greg, (1994). "New Infomercial For St. Jude's Hospital," Fund Raising Management, 25, (March), 12.
[10]. Goodwin, Michael (1994). "Doctor On A Disc," PC World, 12, (June), 315-317.
[11]. Gorchels, Linda M. (1995). "Traditional Product Management Evolves," Marketing News, (Jan. 30), 29, 4.
[12]. Grayson, Mary (1994). "1994: Going Beyond Reform," Hospitals & Health Networks, (Jan.), 68, 6.
[13]. Greene, Jay (1995). "Emergency Firm Links With Hospitals," Modern Healthcare, 25, (Feb.) 36.
[14]. Guseman, Patricia K. (1988). "How To Pick The Best Location," American Demographics, (Aug.), 10, 42-44.
[15]. Investor's Business Daily Editorial (1995). "What about Healthcare," Investor's Business Daily, (February), A2.
[16]. Jensen, J. (1989). “Direct mail the primary, preferred source of healthcare information,” Modern Healthcare, 19(37), 94-95.
[17]. Johnson, Julie (1992). "Image Obsession: Is It healthy For CEOs?," Hospitals, (Aug.), 66, 56.
[18]. Kaiser Permanente (2004). “Brand Advertising Strategy for Physicians and Staff,” Presentation, PMG (July.) 1-9
[19]. Keehan, S. et.al. (2008). “Health Spending Projections Through 2017,” Health Affairs Web Exclusive, (February), w 146:21
[20]. Kenkel, Paul J. (1993). "Human, Principal health Expand Into New Markets Through Acquisition Deals," Modern Healthcare, 23, 6.
[21]. Kleimenhagen, Arno, G.M. Naidu and George, D. Pillari (1994). “How Have Hospitals Faced the Pricing Issues of the 1990's?” Journal of Hospital Marketing, 0883-7570, Vol.8, No.2, PP. 177 – 198.
[22]. Lau, Gloria (1995). "Controlling Healthcare Costs For Self-Insured" (1995) Investors' Business Daily, (April), A6.
[23]. Malhotra, Naresh K. (1986b). "Hospital Marketing In The Changing Health Care Environment," Journal of Healthcare Marketing, (Sept.), 6, (3) 37-48.
[24]. Malhotra, Naresh K. (1996). Marketing Research: An Applied Orientation, Second Edition, Upper Saddle River, NJ: Prentice Hall, Inc.
[25]. Miller, Andy (1995). "Healthcare Treated In a New Way," Atlanta Journal Constitution, (February), H1.
[26]. Modern healthcare Editorial (1993). "Giant Merger Is Latest Offshoot Of Managed Care, Reform trend," Modern Healthcare, (Oct.), 33.
[27]. Naidu, G.M., Arno Kleimenhagen and George D. Pillari (1993). "Is Product Line Management Appropriate For Your Healthcare Facility," Journal of Healthcare Marketing, (Fall), 13, (3), 6-17.
[28]. Nemes, Judith (1993). "For Profit Hospitals Waving Goodbye To Era Of High Prices," Hospitals & Health Networks, (March), 23, 33-41.
[29]. Peltier, James, W. (1994). "Taking The Route: To Enhance Awareness And Image, Many Hospitals Today Are Passing Up Traditional Advertising In favor Of Direct Marketing Strategies," Journal of Healthcare Marketing, 14, (Fall), 22-28.
[30]. Perry, Linda (1989). "Memorial health $2 million dollar Campaign Touts New Image," Modern Healthcare, 19, (June), 85.
[31]. Perry, Linda (1991). "Hospital Groups Turning To Adversarial Campaigns To Improve Public Image," Modern Healthcare 21, (Feb.), 24-28.
[32]. Rabinowitz, Allen (1992). "Colby Goes Over The Rainbow For Hospital Spots," Back Stage-Shoot, 33, 8-10.
[33]. Raphael, Steve (1993). "Hospital Marketing Targets Doctors, Consumers," Crain's Detroit Business, 9, (Aug.), 13.
[34]. Rosenthal, Elisabeth (1995). "H. M. O.'s On The Rise in New York," New York Times, (March), A1.
[35]. Rosko, Michal D. (1994). Hospital Markups: Responses To Environmental Pressures In Pennsylvania," Hospital & Health Services Administration, (Spring), 39, 3- 17
[36]. Schwartz, R., Goodman, R.M., & Steckler, A. (1995). “Policy advocacy interventions for health promotion and education: Advancing the state of practice,” Health Education Quarterly, 22, 421-426.
[37]. Stout, Hilary,(1991). "Paying Workers for Good Health Habits Catches on as a Way to Cut Medical Costs," Wall Street Journal. November 26, 1991, section B, pp. 2-4.
[38]. Sturm, Arthur C. (1988). "Innovative Advertising Becoming Vital In An Increasingly Competitive Market," Modern Healthcare, 18, (June), 33.
[39]. Taylor, Kathryn (1993). How Feuding Hospitals Joined Forces To Serve Their Community," Hospitals & Health Networks, (Dec.), 67, 10.
[40]. Templin, N. (1990). “Workplace: Johnson & Johnson Wellness Program For Workers Shows Healthy Bottom Line,” Wall Street Journal.
[41]. Thomas, Richard K. (1993). "What Hospitals Must Do," American Demographics, 15, (Jan.), 36-41.
[42]. West, Betsy (1995). "Reorganizing The laboratory To better Serve Patients," Medical Laboratory Observer, 27, (Feb.), 51-58.
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Online 15 15

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.