Marketing and Health Care

Marketing and Health Care

Introduction

This paper aims at highlighting the importance of marketing in the health care industry. To begin with marketing in a business industry will be compared against marketing in a health care industry and finally present our case that health care industries require proper marketing as well.

Discussion

Differentiation between marketing for the automotive industry and heath care industry

Marketing in the automotive industry is quite challenging since competition is relatively high and car dealers need to gain maximum exposure for the brand, the dealer and the vehicle. The automotive industry is constantly experiencing changes in order to cater to those changes automotive marketing is also constantly changing and marketers have had to completely alter their approach to the market sale to service conversions and retention have become crucial for the automotive industry. The internet has significantly altered marketing for automobiles and dealers because of the high levels of competition many automotive dealers have realized the importance of marketing through the internet. From television commercial to newspapers and magazines the internet has completely altered automotive marketing and currently search engine optimization and pay per click marketing functions is increasingly becoming the core principle in automotive marketing. In order to target the right audience it is crucial to have a SEO expert for marketing along with a brand and marketing manager (KPA, 2012).

The external environment has a crucial role in automotive marketing since changing customer trends and government policies need to be kept in mind at all times in order to be able to capture the right market. The changing demographics, age gender and preferences have all played a role in changing the auto market marketing. For instance many couples don't want children, which changes how cars are marketed drastically. The economic conditions have also altered the way cars are perceived in the market the recession has restricted buying power and customers need less expensive cars, therefore car dealers are focusing on producing cars for every price range, safety regulations are constantly updated by the government which significantly affects cars and marketing (Hammad et al. 2008).

Medical health care industry marketing is completely different than any other product or service marketing due to the nature of the target market it is necessary to use different promotional tools and channels, if performed accurately medical marketing can be extremely beneficial and can attract customers and help build the brand name. In medical marketing brand recognition even though might be beneficial can prove to be costly instead medical centers focus on direct response advertising, the internet is gradually making its way in healthcare marketing as well however it is difficult to target the right people therefore many health care centers provide online medical advice in order to attract customers. Social media marketing is proving to be cost effective as well and less time consuming however there is a need to constantly answer queries and interact with patient's doctors seldom have time therefore it is important to have a marketing specialist who can aid customers ...