Health Care Marketing Approach for Term Paper

edu). While this example just discusses one manner in which a given policy can empower a healthcare marketing strategy, social marketing is currently so engrained in our culture that its powers are truly widespread. Social marketing allows products and brands to have more flexible and sensitive pricing as their prices can be changed at any minutes and consumers alerted, given the instantaneous nature of social marketing. The same goes for service as well -- any changes or enhancements that are made to services can be alerted to the public immediately. Likewise, social marketing is a two-way process: it allows consumers to chat their thoughts, ideas and concerns to marketers, giving them immediate and constant feedback. Social marketing can impact large groups of people at once, as readily seen by campaigns used by the AHA or the FDA (Kotler et al., 2008).

Social networking can also be a means of social marketing: marketers can engage in widespread social campaigns to impact human behavior and unleash them in one manner through social networking sites. For example, anti-smoking campaigns can achieve this as can fitness initiative and drug awareness campaigns. Social networking and social marketing can also assist in avoid ethical violations in the area of pricing, service and advertising because there are so many layers of scrutiny and examination that a given strategy would have to undergo before it was unleashed to the public. This would prevent mistakes in ethics and comparable violations.

References

Berkowitz, E. (2011). Essentials of Health Care Marketing. Sudbury: Jones and Bartlett.

Brown, M. (1992). Healthcare Marketing Management. Gaithersburg: Apsen Publishers.

Hma, e. (n.d.). Stakeholders. Retrieved from Hma.eu: http://www.hma.eu/fileadmin/dateien/HMA_joint/02-_HMA_Topics/02-HMA_Strategy_Paper/Index/Section_III_01_Stakeholders.pdf

Kotler, P., Shalowitz, J., & Stevens, R. (2011). Strategic Marketing for Health Care Organizations: Building a Customer. San Francisco: Jossey-Bass.

Krentz, S., & Clay, S. (2008). Strategic Pricing. Retrieved from Krentz Consulting: http://krentzconsulting.net/media//DIR_6801/Strategic_Pricing_Tightrope.pdf

MSG. (2012). Classification of Advertising. Retrieved from Management Study Guide: http://www.managementstudyguide.com/classification-of-advertising.htm

Tyagi, C., & Kumar, a. (2004). Advertising Management. New Delhi: Atlantic Publishers.

Uhlig, D. (n.d.). Four Types of Pricing Objectives. Retrieved from chron.com: http://smallbusiness.chron.com/four-types-pricing-objectives-33873.html

Utah.edu. (n.d.). Social Marketing is Best Option for Helping Consumers Navigate New Health Care System. Retrieved from Utah.edu: http://www.business.utah.edu/news/social-marketing-is-best-option-for-helping-consumers-navigate-new-health-care-system

Yeshin, T. (2006). Advertising. Thomson Learning: New York.