Bring It Altogether

Introduction

This research paper is based marketing approach that a health care marketer would take to handle products and services. The name of healthcare organization is John City Hospital which is located in New York. Marketing is a complex activity in the organization of production; marketing and sale of services which is focused on the needs of the population, taking into account previously identified demand. An important part of marketing is the concept of needs. Healthcare marketing can include aspects such as advertising a healthy lifestyle, medications related to health, the choice of treatment, rehabilitation, etc. Marketing in healthcare has its own distinctive features which are associated with specific consumer demand and market for medical goods and services. Its capabilities are largely due to a form of health care financing and payment for medical services (private, insurance, government), and the ownership of enterprises producing medical supplies and health care providers (private, municipal, state, foundations, etc.) (White & John, p.334).

One kind of marketing strategy at John City Hospital will be the strategy of social and ethical marketing, which involves conducting preventive and curative activity, providing concessional medical goods and services for certain special groups (pensioners, war veterans, victims of the siege, the lonely, the poor, large families, people with social diseases, etc.). John City Hospital believes that favorable image of the medical organization creates a psychological confidence and ultimately it lead to the medical and economic benefits.

At the core, the marketing strategy at John City Hospital will focus on five types of market activity such as market segmentation, target market selection, the choice of methods to market, the choice of methods and means of marketing, the timing of market entry. The concept of market segmentation is based on the fact that each market consists of separate parts, including customers/patients with different needs, consumer behavior and stereotypes. Each segment of the market has the different marketing opportunities of certain products (Gray & Christiansen, p.78).

Health Care Climate in New York State and Pricing Objectives

The implementation of effective marketing at John City Hospital will be preceded by the development of specific marketing strategy for global customer and adapted to the field of marketing. The main task of production and economy in health care in New York is to transform the economic resources to the finished product i.e. medical services, medicines and health products that are suitable to the needs of individuals and society. The people in the New York and the John City Hospital itself believe that the emergence of new needs increase the real incomes of the population and the development of new technologies leads to the fact that the market offers an increasing number of different medical services and products. John City Hospital has to find its right consumers to expand its market share in the New York healthcare industry. Members of the marketing activities for healthcare organizations in New York are all citizens of the country regardless of occupation, gender, race, age etc (Gelb, p.56).

Interestingly, the members of the marketing ...