consumers of health care insurance, the competition amongst primary care providers in health care marketing has seen an increase. Primary care providers must seek new marketing techniques sell their quality of service to potential new consumers. The main focus of all primary care providers should be their primary care strategy. The product or service that would be marketed by a primary care provider what be their quality of care compared to their competitors. In creating a strategy for marketing the quality of care of primary care provider I think customer service surveys should be the primary source for gathering information from the consumers about what improvements could be made to the quality of care they receive. This gives the organization a starting point their marketing strategy. “Traditionally, the sales or marketing of health care services was considered unprofessional and unethical. Any activity suggesting sales, advertising, or promotion was considered tantamount to selling and promoting sickness. People chose their doctor based on family tradition, word of mouth, or the doctor's reputation in the community.”(Kreidler, 2016) With that being said, the first step in the marketing of quality care should be to analyze the information gathered from the customer surveys. This allows the organization to determine the needs and wants of its consumers for product design. The next step is to determine the best method for executing improvements in the quality of care being provided to increase customer satisfaction. This step is consider apart of product distribution. Price identification would be the next step in the strategic plan for utilization of the service. Being that the product is more of a service there is really no specific price associated outside of the consumer’s insurance co-payments, deductibles, and co-insurances. Pricing here means the consumer is getting the quality of service they are billed for. In the final step of the strategic plan for primary care providers to utilize the quality of care service to their consumers is create strategies that motivates them to want to continue to receive care from them as well as refer new customers to them. The is a part of the promotion process of the product or service.
- Spring '15
- Marketing, primary care providers