The Impact of Advertising on Health and Nursing



The Impact of Advertising on Health and Nursing

Introduction

The conventional and long established paradigms of the nursing industry are changing significantly due to globalization and the internet. The result of this has been that the clients now have unimaginable demands and expectations from care providers that they did not before. This has resulted in the care provider industry all over the country to realize and discover that ignoring the market demand would result in losing the customers and are now developing strategies to evolve according to the requirements of those who are receiving the services.

Advertising

Advertising includes presenting oneself in a way that the company stands out amongst others in a positive light. Having the image of a powerful and different brand is crucial for the success of a healthcare business. An effectively marketed brand requires deliberate practice to mould and shape the right image the right way, expressing it at the right time. This can be done by marketing through a professional's referral; internet marketing can be done through social media, patient portals, and web pages for marketing and giving advertisements on the service and satisfied customer care provided by the health care center. Existing or previous patients can internally market through word of mouth and testimonials (Spur Interactive, 2009).

Through advertisements, television, print media and the radio the health care center can externally market itself to a customer base that needs to make the choice for the health care service that suits them best. Through press exposure free of cost, interviews and articles public relations can be covered to influence choice as long as the timing is right, message is clear and the steps from planning until execution have been evaluated.

Impact of Advertising on Health Care Organizations

When an organizations budget is being allocated, funds for advertising and creating an image with the customers are normally first priority. This is because after globalization every industry has understood that the only way to get ahead of competitors is to get to the customers. Developing a brand does not just assist in business development but also gives platform to institutes to gain market shares. The choice of the customers is influenced through effective branding and in the modern day, complex market there are plenty of health care plans available for those who are in need of care to be influenced by. Health care industries need to broaden their marketing strategies, and attempt to reflect the desire and want of the customer, as how an image is portrayed and the brand identity determines the choice the clients pick. A strong image can give the impression of market indispensability that transcends the complexities that have been created by parties involved in the decision making process (Drucker, 1993, pp. 37-39).

Making advertising possible and using it appropriately by those who are a part of the health care industry is crucial and significant as those who are successful with it improve their service and their quality of technology for ...