Health Service Marketing
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There are various ways in which healthcare providers can distinguish their products from those of their competitors. However, the best method is creating brand architecture and formalizing name conventions. Brand architecture refers to a system that organizes brands in healthcare to allow patients to relate and also access the brand (Kemp et al., 2017). Naming and conventions on the other hand support understanding and clarity of the sections within the architecture of a certain brand. Mergers and acquisitions in the healthcare sector have made it undefined and confusing. Brand architecture will help providers to distinguish their products. For instance, a healthcare provider can introduce R&D reader system to attract patients who need the best healthcare services and are not available elsewhere (Anderson, Rayburn & Sierra, 2018).
A novel product in healthcare would be a drone designed to deliver cardiac defibrillators. The drone could be use to deliver cardiac defibrillators to patients who suffer cardiac arrest at far away locations. The brand management strategy for this product would be enticing influencers to support and circulate the brand (Sharma, 2017). It is easier to market a brand when it is done by someone else. An influencer who is trusted by the target market is the best option to do this. This is based on the principle that a person who has no vested interest is more believable and trustworthy. The development process of the drone involves designing, implementing the design, testing and then correcting any defects. The main challenge in constructing a drone is in the design process. For instance you have to take care of the stability the drone needs to have to deliver cardiac defibrillators.
References
Kemp, E., Bui, M., Krishen, A., Homer, P. M., & LaTour, M. S. (2017). Understanding the power of hope and empathy in healthcare marketing. Journal of Consumer Marketing, 34(2), 85-95.
Anderson, S., Rayburn, S. W., & Sierra, J. J. (2018). Future thinking: the role of marketing in healthcare. European Journal of Marketing.
Sharma, V. (2017). Patient satisfaction and brand loyalty in health-care organizations in India. Journal of Asia Business Studies, 11(1), 73-87.