Question

In Healthcare Marketing:

1- Explain the differences among existing customers, target markets, and stakeholders for an acute care county hospital. That hospital has historically taken care of those individuals who are less well insured or socioeconomically disadvantaged. The clinical staff is highly qualified and committed to the mission of the institution. In recent years, the hospital has found that county support for its budget has decidedly decreased. In light of your description of the target market, existing customers, and stakeholders, how might this factor into a marketing director’s concerns in light of budget realities and the need to attract a well-insured patient population.

2- As the marketing director of a major capital equipment manufacturer, you are presenting at an upcoming meeting of the American College of Health Care Executives. Hospital chief executive officers as well as chief financial officers are at this meeting. Occasionally, chief medical officers will attend. You are responsible for two product lines. The first involves technologies that have been in existence for 20 years and are core to the surgical process. The second involves new technologies that will revolutionize the way in which gastroenterological surgeries are performed. The major obstacle to the purchase of the new product line is the initial investment requirements. You expect some initial resistance at your trade booth. Prepare a presentation that you will give to the exhibit staff prior to the meeting as to how they should handle buyer resistance.

Answer 1

1. If the hospital is having good reputation of providing quality care to those who are economically poor and consistently maintaining its trust worthy customers, stake holders and managing target marketers at a place is a great achievement at present times, where medical care is becoming a business while delivery care to patients. Hospital has all the requirements to rank a first place on the list of health care services. But due to low publicity, decreased market strategy it is not able to grab the marketers, who will provide budget for hospital growth and development. Conducting of new strategies in grabing the attention of existing customers and all the new ones is important by doing of hospital promotions and effective market strategies. As the marketing grows benefits to the hospital will come to a successful rates.

2. As it is not easy to replace some years of work and expertise with new methods. To implement my ideas of purchasing new technologies that will bring revolution in health care professional fields.Convincing about new technology is not that easy work to put it into action. For that I have to prepare a presentation which is powerful in content, and the hospital executive officers will easily accepting my ideas by allowing to implement new equipments to work in the work places.

My presentation will include:

* Powerful power point presentation on the preferred topic

* Highlighting the equipment and brand name

* Attracting the marketers and stock holders

* Pleasing the stock holders by putting investment on the instruments

* Effective brand endorsements

* Conducting of seminars/ workshops

* Engaging chief executive officers to try those equipment

* Using promotional statistics

Hence by making my presentation I can achieve that desired goal, which brings new revolutionary in health departmen.