Several factors compel people to make healthcare purchasing decisions. One of them is motivation. People have different needs at any given point in time. They will be motivated to fulfill only those needs that are most pressing at the moment. As such, one may make a particular decision instead of another (Kotler et al., 2011). Perception also influences the actions of individuals. People usually opt for options that are in line with their perceptions and beliefs, and as such, they will choose healthcare options basing on that. The health belief model also affects healthcare purchasing decisions. If someone recognizes their health behavior threat, they may want to act on it by ensuring they get the appropriate health care products.
How is the five-stage model of consumer decisions relevant to this process?
The five-stage model builds on this psychological process to explain the sequential experiences that consumers go through. This is from the time they learn about a healthcare product to their post-purchase behavior.
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What is the significance of selecting a target population when designing a marketing effort?
It is easier to meet the needs of a given market segment as opposed to the general population. Marketing will be more effective and will yield better results. This kind of marketing is tailored to the needs and wants of this particular group of people. Consumer satisfaction will be greater here as opposed to other general marketing strategies.
How is this approach associated with product offering and placement?
Product offering and placement will be more effective because they will be directed to a targeted population. Product placement is usually effective when there is a specific group of people that wants to be reached. Such marketing strategies always yield desirable results in terms of brand recognition and adoption.
References
Kotler, P., Shalowitz, J. I., & Stevens, R. J. (2011). Strategic marketing for health care organizations: Building a customer-driven health system . John Wiley & Sons.
