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Marketing and The Healthcare System

Larry Cephas

Strayer University

Dr. Leah Miller

HAS 305: Health Services Marketing

10/24/2017

The healthcare provider chosen is the McKesson, healthcare provider. It is well known for the provision of medical supplies, pharmaceuticals and healthcare solutions for pharmacies, providers, manufacturers and health plans. It helps the healthcare providers to make better decisions regarding healthcare and operations. It also helps the pharmacies achieve their mission of expanding the medical services and supplies which they offer to customers. McKesson also works with the manufacturers of the pharmaceuticals to help provide medical services which are advanced provision of advanced medical services results in improved healthcare and outcomes.

Like other organization, McKesson has spent much of its finances in direct marketing. Most of the healthcare providers spend close to $ two billion for direct customer marketing. The most common way of direct marketing which was adopted by this organization was through advertisements. There are various types of drug advertisements which have been approved. One of them is the help-seeking ad.it a kind of ad which has helped the patients to consult their physicians. Since this sort of ad doe mention about products, the other category used is the reminder add which included the names of the products which are offered. The ad allows the consumers to see the strength, the form of the dosage the price among others.th category has a disadvantage since it does not offer a chance to claim. McKesson has hence adopted the product claim add which allows the patients to request for the products. The institution uses the three forms of advertising since they work hand in hand (Dave, Saffer, & Research., 2010).

McKesson chooses to make known their products to their customers through print media and television. Print media has been achieved through magazines and newspapers. Thorough advertisements most of the people are advised on the medicines which they should use by doctor’s prescription over these media devices. McKesson also adopted the use of billboard advertisements. In the billboard they have been in a position to describe the products and the services they offer briefly. Billboard advertising has been quite helpful to the organization since it has attracted more customers.

The institution has been in a position to make known the new drugs which come forth to the pharmacies. Advertisements have the potential of increasing the number of patients who receive treatment for some of the underdiagnosed illnesses such as depression.so direct marketing has been helpful to such patients. Another impact of medical advertisement is that it helps to increase the volume of sales people are more interested in what is offered at lower prices and whatever is promoted more especially in social media. More sales will mean that there the institution will gain more profits and thus it will be in a position to offer the proper services and improve on what they offer. Increased sales also result in increased production since the products are moving at a faster rate.

Research indicates that the consumers who request for products noticed through adverts get a quick response from physicians (Dave, Saffer, & Research., 2010). Through the analysis of some of the information obtained from some of the people who get their services from McKesson, it is clear that most of the medication is that most of the ordered they do are those which they came across in ads. Advertising has always increased the demand for products

Another impact of marketing is that it educates, informs and empowers the patients. It helps the patients to take charge of their health. The consumers benefit from having a multiple choice of information, and thus it becomes possible for them to choose from a variety of products.it also provides a chance for the patients to have a dialogue with the clinicians. It is clear from the analysis of feedback obtained from the physicians in McKesson that most of the patients ask more thoughtful questions as a result of drug advertising. Dialogues always help the patients to understand the patients better, and they are hence able to prescribe the best medicines for them. The patients who have a direct conversation with the doctors can get better treatment and recommendations form the doctors. It also used as an excellent platform for strengthening the relationship between the patients and the clinicians. From this, most of the patients can open up to the clinicians, and they thus get helped quickly. During such consultations, the patients regard to the doctors as the best source of information.

Direct marketing is also helpful since it has always assisted in patient’s compliance. With the drug adds the patients are reminded of their prescriptions.it is hence an efficient way of analyzing the medical conditions of the patients. As mentioned, underdiagnoses and under treatment also become rare, the drug ads have always helped the patients learn that there are no conditions which cannot be treated especially after engaging in dialogue with the physicians. It mostly happens especially to those with the acute disease which seem not to have any cure (Mertens & Healthcare., 2012). Above all direct advertising encourages low process and product competition. With direct advertising has always become possible to distinguish the experts who work in McKesson

Direct to consumer advertising improves merely the number of patients and customers who require prescriptions and drugs respectively. It also tends to develop their needs. Despite being proper methods, direct to consumer marketing has some downfalls. It has a problem to the physicians since it only determines or focuses on the perspective of the consumers. The customers do not opt for other products except the advertised ones, and hence it would result in different products not being sold.

There are various marketing strategies which could be used by the healthcare to determine the utilization of its services and products. The first one is the product strategy. It will help the customers who visit the hospital maintain the concept of fresh minds .it will also prevent all the competitors from invading the customer base of the organization. Another impact of applying this strategy is that it will help the McKesson offers services and products which are unique from those of the customers. With this approach, it will be possible for every product to have the logo of the organization. The other alternative plan which would be provided for McKesson is the distribution strategy.it will help reach all the clients or customers wherever they are. The healthcare could try employing retailers or wholesalers during the distribution of their products so that it is possible to reach their target customers. There are however several factors which determine the choice of the distribution channel to be used. Some of these factors include the cost, distance and the nature of the products (Brekke & Kuhn, 2012).

The promotion strategy is also another one which could be adopted. A unique way which could help differentiate their products from that of their competitors is the way they deliver their products. The way in which they package their medicines could also bring a difference. The retailers are very vital in this strategy since their contact is very instrumental. The connection is essential since it helps to establish a relationship with target customers.

McKesson could also adopt the pricing strategy. It is a strategy which will help the organization price its products having in mind that there is competition. When the products have low pricing, then it will be possible to attract the low-income clients. The products are usually priced in a competitive way whereby good value is offered to them against the competition.

There are some ways through which McKesson would shape the buying decisions of its customers. The first thing it would do is checking on the price. It should make the costs of their products and services friendlier. When the prices are pocket-friendly, then it will be possible for even the low-income earners to access their products. Cost can be defined as the value charged for the services, goods or products offered normally why the owners of an institution or the management come up with an efficient way of pricing their products; then it helps shape the buying decisions of the customers since they find it cost friendly for them to purchase.

The other way is making a consideration of their products. Offering products that are of quality is a right way of influencing the buying decisions of customers. The preference of all the customers in purchasing products of high quality. All the customers prefer only those products which are helpful to them. There are quite some things which make a customer attracted to a product. Some of them include the brand name, the options, and the packaging. When all these are presented in the right way, then there is a likelihood that such a product will sell, quickly as compared to others (Redsicker, 2014).

The other way which could be used to shape the decision of the buyers is through ensuring that the services or the products are readily available for the customers. Product availability is critical since it helps consumers access what they need with ease. Customers like accessing the products or services they require quickly and at the right time.

References

Brekke, K. R., & Kuhn, M. (2012). Direct to consumer advertising in pharmaceutical markets. Munich: CESifo.

Dave, D., Saffer, H., & Research., N. B. (2010). The impact of direct-to-consumer advertising on pharmaceutical prices and demand. Cambridge, Mass: Cambridge, Mass.

Mertens, G., & Healthcare., F. (2012). Direct to consumer advertising: global drug promotion. London: FT Healthcare,

Redsicker, P. (2014). 5 Ways You Can Influence Consumer Purchasing Decisions. www.socialmediaexaminer.com/5-ways-brands-can-influence-consumer-purchasing-decisions/