Health Care Marketing Unveiled- Historical Changes and Industry Comparisons
Evolution of Healthcare Marketing since the 1970s
Healthcare marketing has evolved significantly since it was introduced in 1977 by the American Hospital Association. In the 1970s, the healthcare fraternity determined that there was a need to capture more patients using a quality-based approach, which could only be made possible by marketing. In the 1980s, a larger sector of the healthcare industry engaged in consumer education about beneficial health behaviors, and in the 1990s, marketing in the healthcare sector was fully embraced (Thomas, 2020). Currently, healthcare marketing is perceived as an essential practice for hospitals that want to attract large volumes of patients who are deemed to be buyers.
How Healthcare Marketing Should Adjust Due to COVID-19
The healthcare industry should create causal marketing campaigns in the current era of the COVID-19 pandemic. Marketing strategies should be centralized towards educating patients about the causes of the Coronavirus 2019 pandemic and how it can impact their mental, physical, and emotional well-being (Ortiz & Rosenthal, 2019). Further, marketing should be designed to enlighten clients on ways of protecting themselves from acquiring COVID-19. Then hospitals should suggest that they are the best providers in case the targeted consumers need medical attention.
Advantages of Healthcare Marketing
Consumers and organizations benefit from healthcare marketing in several ways. Firstly, when hospitals advertise their services, patients make informed choices about the quality of care they will receive (Ortiz & Rosenthal, 2019). Secondly, healthcare marketing promotes public health practices that help consumers change their lifestyle if they learn it is detrimental to their well-being. Thirdly, healthcare marketing increases consumer awareness about services that could help them, such as the availability of free COVID-19 vaccinations. Organizations also benefit from healthcare marketing as they attract more consumers, who increase their profitability in the long run.
Personal Perspective of Healthcare Marketing
Marketing is an appropriate practice in healthcare because it enables hospitals to attract consumers who purchase their services at a fee. Today, the healthcare industry is a business, which necessitates the use of marketing strategies to gain buyers (Elrod & Fortenberry, 2018). By using marketing as an approach to increasing market share, hospitals increase their revenues in the long run. Thus, marketing is important for the healthcare sector today.
Personal Perspective of Healthcare Marketing
Healthcare marketing is similar to traditional marketing because it involves using the 4Ps of marketing- place, promotion, price, and product- to convince the target market of the need for consumer-marketed services (Ortiz & Rosenthal, 2019). However, healthcare marketing differs from commercial marketing as it involves triggering a behavioral health-based response, while in other sectors, marketers target the purchasing behavior of consumers.
Comparison Between Health Care Marketing and Marketing in Other Industries
The selected ads show that healthcare products are marketed with the end consumer in mind, the patient. This approach is similar to that of the non-health ads viewed, which target customers to purchase products marketed. Further, the 4Ps of marketing have been well-articulated in the health and non-health marketing campaigns viewed. However, healthcare marketing is based solely on influencing the health behavior of the consumer, while the goal of the non-health ads is to coerce the target market to purchase goods and products sold (Elrod & Fortenberry, 2018). These ads focus on the purchasing conduct of the consumer rather than their health behavior.
Comparison Between the Marketing in a Health Care Company Versus a Non-Healthcare Company.
Healthcare marketing will be solely conducted on online platforms in the next decade. Consumers are embracing technology at higher levels, preferring to consume entertainment and informational content from social media platforms (Ortiz & Rosenthal, 2019). Thus, hospitals will market their services heavily on platforms like Facebook, Twitter, Instagram, YouTube and pop-up Google ads on websites that consumers frequently spend their time on.
References
Elrod, J. K., & Fortenberry, J. L. (2018). Target marketing in the health services industry: The value of journeying off the beaten path. BMC Health Services Research, 18(S3). https://doi.org/10.1186/s12913-018-3678-5
Ortiz, S. E., & Rosenthal, M. B. (2019). Medical marketing, trust, and the patient-physician relationship. JAMA, 321(1), 40. https://doi.org/10.1001/jama.2018.19324
Thomas, R. K. (2020). Chapter 1: The Origin and Evolution of Marketing in Healthcare. In Marketing health services (4th ed., pp. 1-35). Health Administration Press.
ORDER A PLAGIARISM-FREE PAPER HERE
We’ll write everything from scratch
Question 
Healthcare marketing requires a different approach than other industries. In this assignment, you will review current healthcare marketing, how it has evolved in the past 50 years, and how healthcare marketing compares to other industries. This will give you the necessary background knowledge to understand the impact of competitive, regulatory, technological, and environmental changes on health care marketing.
Health Care Marketing Unveiled- Historical Changes and Industry Comparisons
Research the following:
Identify different events or shifts in our healthcare system within the past 50 years that have changed healthcare marketing.
Identify marketing ads from the past 50 years for one healthcare-based company and one non-healthcare-based company, such as from the automotive or cellular phone industries.
Select 1 marketing ad for a healthcare-based company and 1 for a non-healthcare-based company from the past 50 years.
Write a 350- to 700-word analysis that details the changes in healthcare marketing that have occurred in the past 50 years and why these changes occurred. Your analysis will include a discussion around the similarities and differences between healthcare and non-healthcare marketing based on the ads you selected. Your analysis should:
Describe how healthcare marketing has changed since the 1970s.
Describe how current healthcare marketing efforts should be adjusted according to the COVID-19 pandemic.
Identify the advantages of healthcare marketing for an organization and its consumers.
Discuss whether you consider marketing an appropriate practice in health care.
Identify similarities and differences between healthcare marketing and marketing in other industries.
Review the ads you selected (healthcare and non-healthcare ads) and identify 2 similarities and 2 differences between the marketing in a healthcare company versus a non-healthcare company.
Consider readings related to the 4Ps of marketing.
Predict how healthcare marketing may change in the next decade.