**What's the Big Picture? The Scope of Marketing (Slide 2)** Think of marketing not just as advertising, but as the entire process of understanding and meeting needs. To be good at it, you need to know: - **What is Marketing?** (We'll define this next) - **How does it work?** (The steps involved) - **What gets Marketed?** (It's more than just physical products) - **Who does the Marketing?** (The players involved) **2. Why Healthcare Marketing is Tricky (Slide 3 - Complexity Example)** Healthcare isn't like buying a candy bar. Many people influence the decision and are involved in the process. The example shows: - **Influencer (Aunt):** Suggests seeking care. *Like a friend recommending a restaurant.* - **Decider (Mother):** Chooses where to go (ER). *Like the person who picks the movie.* - **Patient (Child):** Receives the service. *The person eating the meal.* - **Supplier (Pharma Co.):** Provides necessary items (drugs). *The farm that grew the vegetables.* - **Providers (Doctor/Hospital):** Deliver the main service. *The chef and the restaurant.* - **Payer (Insurance Co.):** Pays the bill. *The person picking up the tab (often not the diner!).* *Key Takeaway:* Marketing in healthcare has to consider messages and value for ALL these different people, not just the patient. **3. Defining Marketing (Slide 4)** - **Simple Version:** "Meeting needs profitably." Basically, figuring out what people need and providing it in a way that sustains the organization (hospital, clinic, etc.). - **AMA Definition:** It's a formal process for *creating, communicating, and delivering VALUE* to customers (patients, families, doctors) and managing relationships to benefit everyone. - **Societal Definition:** It's how society allows people to get what they need/want by *exchanging* things of value (e.g., you give money/time, you get healthcare/information). **4. What is Marketing Management? (Slide 5)** This is the *action* part of marketing. It's the art and science of: - **Choosing Target Markets:** Deciding *which* group(s) of people you want to serve (e.g., seniors in a specific area, young families). - **Getting, Keeping, and Growing Customers:** Attracting new patients, making sure current ones stay loyal, and finding ways to serve them more/better over time. - **How?** By *creating, delivering, and communicating SUPERIOR CUSTOMER VALUE*. You need to offer something better (or perceived as better) than the competition. - **Big Goal (Role):** Marketing aims to help "deliver a higher standard of living" (by improving access to health, providing better services, etc.). **5. What Can Be Marketed? (It's a LOT - Slides 6 & 7)** Marketing isn't just for physical stuff. You can market: - **Goods:** Pills, wheelchairs, bandages. - **Services:** Check-ups, surgery, health insurance plans, consultations. (This is HUGE in healthcare). - **Events:** Health fairs, hospital fundraising galas, blood drives. - **Experiences:** Making a hospital visit less stressful, designing a calming waiting room. - **Persons:** Promoting the skills of a specific surgeon or specialist. - **Places:** Marketing a city as having top-tier medical facilities (like Rochester, MN for Mayo Clinic). - **Properties:** Less direct, but maybe licensing a medical patent. - **Organizations:** Building a strong, positive reputation for a hospital or clinic brand. - **Ideas:** Public health campaigns (e.g., "Stop Smoking," "Get Vaccinated," "Wash Your Hands"). - **Information:** Providing health education through websites, brochures, classes. **6. Who Markets and Where? (Slide 8)** - **Marketer:** The person/organization *seeking a response* (wants you to book an appointment, donate, choose their hospital). - **Prospect:** The person/organization the marketer is trying to reach (the potential patient, the referring doctor, the potential donor). - **Marketers Manage Demand:** They try to influence *how much* people want the service, *when* they want it, and *who* wants it. - **Market:** Traditionally a physical place. In marketing, it means the *group of actual and potential buyers* for a service/product (e.g., the market for knee replacements = people with knee problems who might consider surgery). **7. How it Flows (Simplified) (Slide 10 - Simple Marketing System)** Think of it as a two-way street: - **Industry (Sellers like hospitals/clinics):** Provides Goods/Services and Communication (ads, info) to the Market. - **Market (Buyers like patients/families):** Provides Money and Information (feedback, needs, reviews) back to the Industry. *(Slide 9 shows a more complex version with government, resources, etc. – it highlights that many players exchange resources, money, goods, services, and taxes in the economy).* **8. Different Types of Markets (Slide 11)** Healthcare marketers target different groups: - **Consumer Markets:** Directly marketing to patients and families (e.g., ads for maternity services, urgent care). - **Business Markets:** Marketing to other organizations (e.g., selling medical equipment *to* hospitals, offering corporate wellness programs *to* companies). - **Global Markets:** Marketing services across borders (e.g., medical tourism, international hospital partnerships). - **Nonprofit & Governmental Markets:** Marketing to charities, schools, government agencies (e.g., seeking grants, partnering on public health initiatives, bidding for contracts). **9. Core Marketing Concepts (The Building Blocks - Slide 12 & 13)** These are fundamental ideas: - **Needs, Wants, and Demands (Slide 13):** - **Needs:** Basic requirements (Need: Health, safety). *I need to not be sick.* - **Wants:** Specific desires to fulfill needs (Want: To see a doctor *today*). *I want to see Dr. Smith because I heard she's good.* Wants are shaped by culture and personality. - **Demands:** Wants backed by the *ability to pay* (Demand: Booking the appointment because you have insurance or can afford it). *I can afford the co-pay, so I'll make the appointment.* Here's a cohesive example that follows the progression from needs to wants to demands: Let's consider transportation: - **Need:** The basic requirement is mobility - getting from point A to point B safely and reliably. ("I need to get to work.") - **Want:** This basic need evolves into specific preferences - wanting a car that's comfortable, stylish, and fuel-efficient. ("I want a Tesla Model 3 because it's eco-friendly and has great features.") - **Demand:** When this want is backed by purchasing power, it becomes a demand. ("I have $45,000 saved up and good credit, so I'm going to buy that Tesla Model 3.") This shows how a basic need for transportation transforms into a specific want for a particular car, which only becomes a real market demand when supported by the ability to pay for it. - **Target Markets, Positioning, Segmentation:** Dividing the market (segmentation), choosing who to serve (targeting), and creating a specific image/message for them (positioning). - **Offerings and Brands:** The actual service/product mix (offering) and the name/image associated with it (brand – e.g., Cleveland Clinic, Blue Cross Blue Shield). - **Marketing Channels:** How you reach people (website, social media, doctor referrals, community events). - **Paid, Owned, Earned Media:** Ads (Paid), Your website/brochures (Owned), News stories/patient reviews (Earned). - **Impressions and Engagement:** How many people *see* your message vs. how many *interact* with it. - **Value (QSP - Quality, Service, Price) and Satisfaction:** What the patient *gets* vs. what they *expected*. If perceived value meets/exceeds expectations = Satisfaction. - **Supply Chain:** The network involved in getting the service/product to the patient (e.g., drug discovery -> manufacturing -> pharmacy -> patient). - **Competition:** Other providers offering similar services. - **Marketing Environment:** External factors you can't control but must adapt to (e.g., laws like HIPAA, economy, technology, demographics, pandemics!). **10. Deeper Dive: Types of Needs (Slide 14)** When someone seeks healthcare, their needs are layered: - **Stated:** "I need a check-up." (The simple request) - **Real:** "I need a doctor who listens and can diagnose my fatigue." (The underlying goal) - **Unstated:** "I expect the clinic to be clean and the appointment to run on time." (Assumed basics) - **Delight:** "It would be amazing if they offered telehealth follow-ups." (A nice bonus) - **Secret:** "I want to feel confident that I'm taking good care of my health." (Deeper emotional/social need) - *Good marketing addresses more than just the stated need.* **11. Understanding Demand States (Slide 15)** Demand isn't always simple or positive. Marketers face: - **Negative:** People avoid check-ups. (Task: Change attitudes, reduce fear). - **Nonexistent:** People don't know about a new screening test. (Task: Build awareness). - **Latent:** People wish for something that doesn't exist (e.g., easy home test for X). (Task: Develop the service/product). - **Declining:** Fewer people getting a specific vaccine. (Task: Revitalize, find reasons). - **Irregular:** ERs busy on weekends, quiet midweek. (Task: Try to shift demand, maybe promote urgent care). - **Full:** Popular doctor is fully booked. (Task: Maintain quality, manage waitlist, maybe expand). - **Overfull:** ER is swamped. (Task: Try to reduce non-urgent use, increase capacity). - **Unwholesome:** Demand for harmful products (e.g., vaping). (Task: Discourage demand - often public health role). **12. Holistic Marketing: Bringing it All Together (Slides 16 & 17)** This is a philosophy: Marketing is *everyone's* job and needs to be integrated. - **Internal Marketing:** Making sure *employees* (doctors, nurses, staff) are trained, motivated, and understand the patient-focused goals. *Happy staff often leads to happy patients.* - **Integrated Marketing:** Making sure all your marketing efforts (ads, website, patient portal, doctor outreach) work together and send a *consistent message*. *The website, brochure, and doctor's explanation should all align.* - **Relationship Marketing:** Building strong, long-term relationships with patients, referring doctors, suppliers, community partners. *Focus on loyalty and trust, not just single transactions.* - **Performance Marketing:** Measuring the results (Did the campaign work? What's the ROI?) AND considering the broader impact (ethics, social responsibility, environmental effects). *Are we marketing responsibly and effectively?*