Marketing plays an imperative role in increasing the number of patients and gaining a competitive edge. In the age of technological advancement, the goal should be to embrace the social media as a medium of communication. In determining the most appropriate marketing strategies, it is imperative to know the demographics of the target population, particularly the age, education, and income. The three factors play a vital role in influencing the attitudes towards health. In Navarre, Florida, the socioeconomic factors of the population create a favorable environment for the expansion of the healthcare services. The following discussion focuses on the marketing techniques and strategies in healthcare in Navarre.
Background
According to the 2016 statistics, Navarre had a population of approximately 36,467. Man makes about 50.1% of the total population. The median age is 37, and a majority of the people have an annual income of above $24,999. More than 90% of the population (35,583) live in the urban areas. Navarre has an unemployment rate of about 4.4%, which is among the lowest in the state. Close to 60.3% of the couples are married, while 10.1% are divorced. The literacy rate is high in Navarra. The information is imperative in determining the most appropriate marketing strategies in healthcare.
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Marketing Strategies
The essence of marketing is to create awareness about service with the aim of attracting and retaining clients. In the healthcare, marketing is imperative in increasing the customer base. With the increased competition in the healthcare institutions, marketing becomes one of the strategies to gain a competitive edge. The marketing should be purposeful and target a particular market (Goyat, 2011). One of the most effective strategy would be to enhance excellent communication between the management and patients. The interactions with customers during the treatment process plays a vital role in fostering patient satisfaction and retention. The communication and interactions should revolve around the promotion of patients’ quality of health. Through interactions, the healthcare institution can take the opportunity to market new products to clients as well as determining the satisfaction level.
The second strategy will be to use the most appropriate means of communication to reach the target clients. The social media, particularly the Facebook and Twitter, are vital in fostering communication in the internet era. In Navarra, the social media is most appropriate in the sense that a majority of the population are below the age of 40. They are conversant with the social media and have access to smartphones and other devices that can access online communications. The social media has many advantages, including the ability to interact with many potential customers and lowering the cost of marketing.
The third strategy is the use of an effective website in communication. A healthcare organization ought to construct reputable websites , which should be updated regularly. According to one study by the Pew Research Center, more than 80% of the internet users in the United States look for healthcare information online before they make their decisions. Thus, a respectable website will attract more customers. However, the website ought to be easily accessible and informative. For instance, the management should post healthcare information and videos, particularly on the treatment and management of certain common illnesses as well as terminal diseases. Information on preventive care and strategies to promote physical, mental and emotional health will also appeal to target clients.
The fourth marketing strategy is being the price leader and still enhance the quality of services. One of the main challenges in the United States has been the high cost of health. Most patients, particularly those without healthcare insurance will tend to be sensitive to the cost of health (West, Ford & Ibrahim, 2010). A healthcare institution should seek to reduce the cost of operation and embrace technology to lower the cost of health. Automation of most functions will help to reduce the cost of labor, a benefit that can be passed onto the patients. It is vital that as the company lowers the cost of health, it also ensures that clients get quality healthcare. The two factors are vital in fostering customer satisfaction, loyalty, and retention. As a result, the healthcare institution will be able to increase client base, which leads to the generation of more revenue.
Determining the clients’ needs and availing the relevant healthcare services is important (Hague, Hague & Morgan, 2013). Clients look for an institution that can meet their current needs. However, determining the institutions strategic fit is equally important. The company’s resources and core capabilities should be congruent with the planned investments. For example, if the healthcare organization purchases a cancer machine, it is critical to ensure that there are trained and experienced oncologists. Additionally, it is vital to ensure that a healthcare organization ventures into portfolios with high return on investment. For instance, when establishing a healthcare institution, the management should determine which between in-patient and out-patient services are more profitable. The healthcare institution should consider providing services that are considered to be more profitable .
In conclusion, marketing in healthcare is essential in creating awareness and fostering client retention. A healthcare institution should focus on providing quality services at an affordable cost. The use of social media, creating a reputable website, and promoting excellent communication are essential marketing strategies in the fostering healthcare services in Navarra.
References
Goyat, S. (2011). "The Basis of Market Segmentation: A Critical Review of Literature," European Journal of Business and Management , Vol. 3, No. 9, 2011, pp 45.54
Hague, N., Hague, N., & Morgan, A. (2013). Market Research in Practice: How to Get Greater Insight from Your Market, London, Kogan-Page.
West, D., Ford, J. & Ibrahim, E. (2010). Strategic Marketing: Creating Competitive Advantage , Oxford, Oxford University Press.
