Introduction
Health is the most basic thing in life that is important for everyone. It is the fundamental right of every individual without any discrimination of cast, creed, color, religion and age. It is the duty of the government of every country to provide the best health care services to its masses. Those health care services must have quality within them. In this report, the impact of marketing on health care will be discussed. It will discuss the important factors in devising the marketing strategies for the healthcare organizations. Johnson and Johnson has been used as an example for the discussion in this paper.
Health Care System
This system is a set of organization and people who deal with the health of the people and provide them facilities to improve their health by providing hospital services. It includes the services like insurance systems, mother care services, and other public sectors health services. The models of health care system are following (Aday, 2004)
The Beveridge Model
In this type of health care model, the health care services are provided by the government by the tax deductions that they made in the income of the individuals. But all the hospitals are not government owned some of the doctors also take private fees by operating their clinics (Aday, 2004).
The Bismarck Model
This model uses the insurance system to provide the health care services. It is also known as sickness fund in which the money is contributed by the employees and employers. This system is a little bit different from the general insurance system as it provides benefits to everyone without the intention of profit (Aday, 2004)
Impact of marketing on Health Care system
A long and life full of health are one of the dimensions of human development. The health care system acts like the veins and arteries which help in the circulation of blood of life through them. The health care providers compete to provide health care services because of more competition due to awareness and education of people related to this. Marketing of health care department is a process which deals with the coordination of profit and nonprofit health care systems. It focuses on understanding the needs of the target market. Social media help the people to tale decisions regarding health care services when people share their experiences on Twitter, Facebook, and other social media websites about health (Kotler, Shalowitz and Stevens, 2011).
Marketing has a very great impact on health care system. If the health care system focuses on promotion and advertisement of health care services, then it will attract the people towards them. The people will prefer the system which provides high-quality services in the good price range, but these things have to be communicated to the users and the product acquires a place in the minds of customers. The acquisition of customers depends on marketing services. So to acquire more customers, Johnson and Johnson should make the marketing services of its products more reformed (Kotler, Shalowitz and Stevens, 2011).
Utilization of products and services
The product and services provided by Johnson and Johnson are
Baby Care
Skin and Hair Care
Wound care and topicals
Over the counter medicines
It should increase the attributes of its products and services.
It should focus on the needs of the customers and design its products according to their requirements.
It should target the customers of every kind and then differentiate the products properly in the minds of its customers. Such as to cover the customers with sensitive skin it should design those products that will attract them.
It should set the prices of its products according to the area in which it is operating.
Marketing Strategy
Marketing strategy deals with making more profit by evaluating the internal and external factors. It deals with the strategies formed to achieve the goals and objectives of the organization. The things included in a marketing strategy are that it should clearly focus on the products and services which it is offering. It should also focus on the current marketing strategies which the company is following (Williams, 2001).
Buying Decisions of Customers
The buying decisions of customers are affected by following factors (Kotler, Shalowitz and Stevens, 2011)
Need Recognition
Johnson and Johnson should focus on the needs of its customers that what its customers want from it and then design its products according to that. It is fulfilling the need of its customers then they will prefer to buy its product.
Information Search
The information from the internal factors like friends and family affect a lot the buying decision of customers.So if Johnson and Johnson have provided good services to its customers, then they will persuade other to buy its products.
Purchase Decision
After the evaluation of the attributes and the characteristics of the products the customer then makes the buying decision. The decision effects on the characteristics, the level of services, the availability, and price of the products. So Johnson and Johnson should fulfill all these factors to make its product effective (Kotler, Shalowitz and Stevens, 2011)
Marketing Sources
Marketing sources include the medium through which the products are communicated to the customers, and they are persuaded to buy the product.
Online sources
Online sources involve the use of blogs, social media, email advertising and digital advertising. In this technique, Johnson and Johnson should formulate an online website and provide the services to the customers online. Online availability of products and services should be ensured (Kotler, Shalowitz and Stevens, 2011).
Events and shows
These days the best kind of promotion of any product can be made by arranging shows and then presenting your product in an organized way on the shows on television. It will promote your product when any celebrity persuades the people to use it. So Johnson and Johnson should promote the products in such a way. It will make the children of celebrities use them and then show that thing on televises. It will attract the customers (Williams, 2001).
Traditional Advertising
Traditional advertising is also an effective technique to increase the sales of your product. It involves the use of billboards, advertisements in newspapers and print media. Some people who do not have access to the shows and social media will get to know of the product through this because every individual sees billboards. So Johnson and Johnson should increase traditional advertising.
Conclusion
The above report shows that to improve the marketing strategies of any organization the organization should focus basically on its customers. The customers are the most valuable entity for any organization. Therefore, it should try to make them happy, and this can be done by improving the products and shaping the services according to needs of the people
References
Aday, L. A. (Ed.). (2004). Evaluating the healthcare system: effectiveness, efficiency, and equity. Health administration press.
Kotler, P., Shalowitz, J., & Stevens, R. J. (2011). Strategic marketing for health care organizations: building a customer-driven health system. John Wiley & Sons.
Williams, A. (2001). Science or marketing at WHO? A commentary on ‘World Health 2000’. Health economics, 10(2), 93-100.
