The variation of health products has encouraged health care marketing to engage in dynamic development. Healthcare has been categorized as a field where there is a continuous evolution, with a plethora of creative specialists ready to exploit the field. Hence, there is a need for a rigid and specific marketing technique in the field. To have an effective marketing approach, an extensive investigation of the needs of the society and the patients, have to be done by health practitioners. Therefore, to meets the needs of a healthy society; patients have to be involved in marketing healthcare. The patient's involvement does change the health practitioners' mentality and the consumption and medication lifestyles of the future. According to Purcarea in his article, The Impact of Marketing Strategies in Healthcare Systems , a healthy future can only be achieved through effective management and marketing by a health care practitioner ( Purcarea, 2019) . The marketing strategies have experienced many patients and environmental challenges, curbed through digital marketing by health practitioners.
The first observable challenge is when there is a variation of nature and demand of health amenities. A physician has the sole mandate to identify who, when and where to provide health services. The patient may not contribute to what and when to receive medication, leading to neglect of their involvement ( Purcarea, 2019) . The patient may not be involved in the appropriate services because some products are complex and need a specialized physician to administer and market. Also, healthcare experiences a challenge in providing services to all clients. Some patients are considered not eligible for a particular medication due to inability to pay for the medication. However, the practitioner is required to provide services to all patients ( Purcarea, 2019) . The neglect of such customers may lead to fewer customers and low marketing of health services.
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Another challenge facing healthcare is the unstable marketing trends that have affected healthcare extensively. Some of the unstable trends include the general approach in public marketing to specific marketing, the designing marketing to actual service marketing, from short-term health services to long-term health services, and from low technology marketing to higher technology ( Purcarea, 2019) . However, modern health practitioners have adapted a way to communicate and provide a way of adding value to their consumers. The practitioners are committed to building a stable relationship between them and the consumers. Their main goal is to satisfy the customer to be the sole healthcare providers to a particular consumer. Besides, the marketers have incorporated traditional marketing methods such as advertising, distribution, designing into modern methods to attract more consumers in societies ( Purcarea, 2019) . A consumer may receive information about a drug, and they are advised to seek advice from an experienced physician. However, the current marketing models allow a patient to decide about the best medication for themselves.
To successfully market the healthcare products, the marketer must understand the patient's beliefs, attitudes, and preferences regarding the unstable environment. A patient’s willingness to buy a certain medical product marks the success of marketing. Therefore, a marketer has to interact with the consumer during the delivery course. The process involves conducting the delivery while adhering to the customer's requirements while avoiding any hindrance to the process ( Purcarea, 2019) . The marketers must be ready to listen to complaints, concerns and suggestions. Health marketers must adopt an operative communication with the consumers to deliver medical services well. Hence, a permanent rapport is established, and it can be used later when delivering the services. Also, marketers have to understand the unstable environment. A healthcare provider must recognize all healthcare opportunities to predict uncertainty because marketing is always affected by environmental influences ( Purcarea, 2019) . The utilization of favourable environmental impacts can help in making a tough healthcare decision regarding any health institution. The environment offers stiff competition since the patients are provided with various options from different health care practitioners. To win in a competitive environment, marketers have to focus on content publicizing strategies. The marketers can do Content marketing through digital blogs in social media to target consumers. Digital marketing provides affordable access to the public while promising higher rates in returns.
As seen above, the provision of health care to patients, experiences challenges ranging from complexity in determining the correct medication to a patient when a specialist is absent, to the presence of unstable markets and patient's preferences, and change in environmental markets. Therefore, proper marketing strategies have to be incorporated to meet the needs of all patients. The best way to meet the demand in a competitive environment is by digital marketing. With digital marketing, the patients can seek help at their residences' comfort without the practitioners giving a face to face insights on what might work or not. The coverage can also increase due to digital tracking by interacting in social media. The patients' satisfaction can also be noticed when the patients can report proper visibility and a good reputation.
Reference
Purcarea, E. V. L. (2019). The impact of marketing strategies in healthcare systems. Journal of medicine and life , 12 (2), 93-96. https://doi.org/1025122/jml-209-1003 .
