Marketing is a crucial aspect of any organization as it enables consumers to understand the products that are offered, which in turn helps organizations in realizing its goals and visions. In the healthcare sector, many people disregard the marketing of healthcare products on the basis of being unethical. The medical group can leverage on the marketing mix to leverage on people that engage in white-collar jobs. It is worth noting that segmenting healthcare in terms of income is essential in understanding the needs of the workforce with a view of giving tailor-made products that perfectly fit the aforementioned group. The medical groups can grow by tailor its services using the marketing mix factors such as price, products, promotion and place to ensure that they match the preferences of the white-collar professionals.
One of the vital aspects of the marketing mix in healthcare is the price of healthcare. Notably, the prices of services cut across not only in the healthcare sector but also in other organizations that engage in the provisions of goods and services (Ravangard et al., 2020). The cost of healthcare provided by the medical group should resonate with the amount of income that the middle-aged workforce. The prices charged on services should not be exorbitant bearing in mind that middle-aged people have many things going around their lives, such as mortgage and paying education premiums. The payment of treatment services should be adjustable to the extent that clients can pay for certain drugs in instalments until they clear the balance.
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Secondly, the medical groups should consider the place that they wish to set up healthcare services and the logistics involved. Most of the white-collar jobs don’t like or do not have time to go to many places looking for services such as healthcare (Elrod & Fortenberry, 2020). The group should focus on building clinics that are strategically situated near estates, in malls and areas that are close to areas that the men and women work. The medical groups should focus on largely having flexible timelines whereby the working hours and most cases operate on a 24-hour basis. Also, the medical group should have courier services that deliver drugs to clients in their homes or workplaces.
Moreover, there is the issue of promotion in the marketing mix of the segmented group of workers. Notably, the medical groups should be able to understand the best avenues that they can use to get white-collar professionals to engage in suing the services of the entity (Odendaal, 2020). The medical group should leverage the use of social media as the main basis of promoting the services of the organizations. Besides, the group can advertise the services on billboards and mainstream media outlining the unique services and packages offered by the group.
Furthermore, there are issues with the products offered by the medical group. Healthcare products are sensitive and require some form of professionalism when dispensing. For the medical groups to appeal to the white-collar professionals, it needs to not only focus on the revenue generation of the group but also the health of the clients (Aya et al., 2020). The products offered should be uniquely tailored to improve the health of the clients as opposed to the treatment part of the patients. Some of the notable products that can improve the operations of the groups include orthopaedic products, nutritional services and medical testing kits. Also, the products must be tailored to meet the health requirements of the middle-aged people by focusing on issues that affect them, such as fertility, lifestyle diseases, mother and child health.
References
Aya P, N., Lazo-Porras, M., Miranda, J. J., Beran, D., & Suggs, L. S. (2020). Social marketing interventions for the prevention and control of neglected tropical diseases: A systematic review. PLoS neglected tropical diseases , 14 (6), e0008360. https://doi.org/10.1371/journal.pntd.0008360
Elrod, J. K., & Fortenberry, J. L., Jr (2020). Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients. BMC health services research , 20 (Suppl 1), 822. doi.org/10.1186/s12913-020-05603-w
Odendaal, W. A., Anstey Watkins, J., Leon, N., Goudge, J., Griffiths, F., Tomlinson, M., & Daniels, K. (2020). Health workers' perceptions and experiences of using mHealth technologies to deliver primary healthcare services: a qualitative evidence synthesis. The Cochrane database of systematic reviews , 3 (3), CD011942. doi.org/10.1002/14651858.CD011942.pub2
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients' selection of a hospital: experience of a low-income country. The Journal of the Egyptian Public Health Association , 95 (1), 25. doi.org/10.1186/s42506-020-00052-z
