Marketing Tactics
| Marketing Tactic | Advantage | Disadvantage | Real-life example (include web link) | |
| 1 | Branded advertising | It creates brand equity because customers are willing to purchase products and services from brands they trust and know, even when their competitors offer cheaper options. | It is hard to change customer perception when a brand is caught up in an incident that ruins its reputation. | HealthSouth was involved in a scandal for fraudulently overcharging Medicare for services offered to retired Americans. The scandal resulted in the hospital’s financial collapse because clients who recognized the brand sought services in other healthcare facilities.
https://thecompany.ninja/healthsouth-scam-reasons-investigation-inquire-judgment-and-aftermath/ |
| 2 | Educational videos | Effective capturing of the target market’s interests, thus gaining their trust faster. | The audience may misinterpret the message in the video. | The Healthy Recipes video by St. Elizabeth Healthcare educates people on healthy diets and recipes they can consider to boost their health and wellness.
https://www.mdgadvertising.com/marketing-insights/10-great-examples-of-healthcare-video-marketing/ |
| 3 | Offering a telehealth option with each patient’s phone call | It creates the opportunity to respond to any questions a customer may have about the organization’s products and services. | Poor caller etiquette creates a lousy company image. | During the COVID-19 pandemic, many healthcare facilities created a competitive advantage by offering telehealth services to reduce doctor visits. The telehealth option with each patient’s phone call allowed the patients to explain their symptoms and ask questions about their prescriptions, thus increasing engagement and trust between physicians and patients.
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| 4 | Success stories | Creates customer trust and loyalty by sparking emotions | A storyteller may mislead the audience by giving false or exaggerated information | In healthcare marketing, storytelling focuses on explaining the effectiveness of a healthcare program. The story may be false or exaggerated. For example, in the Theranos case, Holmes lied about what her blood-testing technology could do, thus misleading the media, clients, and investors.
https://www.buzzfeednews.com/article/stephaniemlee/theranos-elizabeth-holmes-sec-charges |
| 5 | Updating website | Reaching a wider audience | Design flaws may limit a client’s access to important information. | The UnitedHealth Group’s website does not distinguish between the services offered by its two subsidiaries, thus making it hard for visitors to get accurate information.
https://o360.com/blogs/websites-of-the-top-ten-medical-companies/ |
References
Bhatt, A. (2021). HealthSouth scam: Reason, investigation & aftermath. The Company Ninja. https://thecompany.ninja/healthsouth-scam-reasons-investigation-inquire-judgment-and-aftermath/
Gigante, M. D. (2018). 10 great examples of healthcare video marketing. MDG Advertising. https://www.mdgadvertising.com/marketing-insights/10-great-examples-of-healthcare-video-marketing/
Lee, S. M. (2018). The seven biggest lies Theranos told. BuzzFeed News. https://www.buzzfeednews.com/article/stephaniemlee/theranos-elizabeth-holmes-sec-charges
Monaghesh, E., & Hajizadeh, A. (2020). The role of Telehealth during COVID-19 outbreak: A systematic review based on current evidence. https://doi.org/10.21203/rs.3.rs-23906/v2
O360. (2019). Websites of the top ten medical companies. O360®. https://o360.com/blogs/websites-of-the-top-ten-medical-companies/
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Question 
Overview
In this assignment, you will read an article on marketing telehealth services. You will then select 5 tactics out of the 20 tactics (best ways) mentioned in the article. You will discuss one advantage and one disadvantage and provide a real-life example for each of the 5 tactics that you select.
Marketing Tactics
Preparation
Review your textbook chapters
Read: How to Market your Telehealth Services.
Instructions
Complete the Week 8 Activity Template by doing the following:
Select five (5) marketing tactics from the list of 20 tactics (best ways) mentioned in the article that you believe will provide the best marketing plan for growing telehealth services.
For each of your five (5) selected marketing tactics:
Discuss one advantage of using this tactic for telehealth marketing.
Discuss one disadvantage of using this tactic for telehealth marketing.
Provide a real-life example (including a web link) for each of the 5 telehealth marketing tactics that you discuss.
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