Healthcare Marketing Strategies Analysis

This assignment requires a critical analysis of healthcare marketing strategies. Students must examine the given sources focusing on aspects like distribution channels, competitive landscape, and key factors contributing to successful marketing campaigns in the healthcare sector.

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Marketing Management
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Marketing Management
Contents
Introduction.................................................................................................................................................3
Company Background.................................................................................................................................3
Products and sustainability..........................................................................................................................4
Price and sustainability................................................................................................................................5
Promotion and sustainability.......................................................................................................................6
Place (Distribution) and sustainability.........................................................................................................7
Comparison to rivals....................................................................................................................................7
Recommendations.......................................................................................................................................8
Conclusion...................................................................................................................................................8
Appendices..................................................................................................................................................9
SWOT analysis........................................................................................................................................9
References.................................................................................................................................................10

Marketing Management
Introduction
Promoting and advertising the products and the services of a business corporation has
been considered as an integral part in the path of growth and success for a business organization.
Creating awareness and establishing the market for the brand is an empirical task which has to be
done essentially done with efficiency by the business organization. It is of very much essential
for a business corporation to develop management of the marketing operations and activities.
Marketing management has been considered as the approach or mechanisms through which the
business firm can make application, tackling and also reviewing the company’s marketing
resources operations and resources. Also the scope of the management of this concept depends
on the size of the business corporation and also on the sector in which the company is operating
its business activities. The core idea of the concept is to facilitate the activities and the functions
which have been engaged in the distribution of the products and the services (Chand 2017).
According to the author the concept of marketing management is a mechanism which executes
analysis, planning implementation and control of the operations and the programs which are
developed for carrying out the desired exchanges with the segmented markets and tis all is done
with a purpose of attaining organizational objectives. The below executed analysis has been
made focused on the management of the marketing activities of CSL. The below report has been
presented for executing an overview about the activities and the approaches which has been
considered as relevant for management of the marketing operations.
Company Background
CSL is a multinational corporation which operates with some global specialty bio-therapeutics
and is also into the business of developing and delivering the innovative biotherapies that save
lives, and aid the service users with life-threatening medical conditions live full lives. The
business corporation has been offering and serving the people with major facilities in the regions
of Australia, Germany, Switzerland, United Kingdom and the U.S. The organization offers a
varied rage of then services to the patients and the needed one. The below mentioned are the
areas of expertise in which the entity has been serving to the people.
 Plasma products: This is the service under which te business entity is making use of human
plasma for developing and producing a wide range of life-saving medications. The business
entity also supports all aspects of the operations from the collection, checking and testing the
donated plasma which has been derived from the process of production of a varied range of
plasma products (Witcomb 2015). Moreover, the following are some of the key business in
which the entity has been involved that to with the plasma products. CSL Behring has been
nominated as an international provider of plasma-derived & recombinant offerings. The
business entity also operates plasma collection networks through CSL Plasma which has been
considered as one of the largest on worldwide basis. In the regions of Australia, New Zealand,
Hong Kong, Malaysia, Singapore and Taiwan CSL Behring (Australia) has been considered

Marketing Management
as the chosen national plasma fractionator. The business corporation is also a manufacturer
and has market in vitro diagnostic products through Seqirus Immunohematology.
 Vaccines and pharmaceuticals: On the basis of the conducted research it has been observed
that in July 2015, bio-CSL and the influenza vaccines of Novartis engaged them-selves in
creating Seqirus, which at present has been considered as the second largest influenza vaccine
organization all over the globe (Sesric 2017). Seqirus has been considered as the
transcontinental partner in pandemic preparedness and is also a key contributor which aids in
preventing and controlling of influenza globally and this has been done by executing an
extensive research and production expertise and manufacturing units in the US, UK, Germany
and Australia. The business entity is also into the business of a comprehensive range of
vaccines and anti-venoms and also wide range of pharmaceutical offerings which is supplied
by other producers in the regions of Australia and New Zealand.
The business entity has been offering employment opportunities to over 17,000 employees which
are from more than 30 countries all over the globe. By providing employment opportunities to
such a large number of individuals the business entity has been contributing socially to the world
(Csl 2017). Moreover, the business corporation has been making use of processes and procedures
which are environmental-friendly and are not proven harmful for the environment and the
society. Also the raw materials used in the products manufactured are eco-friendly.
As the business entity is involved manufacturing the medications and also into offering other
medical facilities, the main targeted consumers are patients who are in the need of any kind of
medical services (Csl 2017). Moreover, specifically the senior age group can also be targeted or
considered as the target market.
As the business entity has been offering the services and products all over the globe, internet .i.e.
are social media can be considered as one of the biggest platform through which the business
entity can develop awareness about the products and the services in the market (Csl 2017).
Moreover, the business firm can make use of low pricing strategy for positioning the products
against the rivals.
Products and sustainability
The business entity has been involved in the operations of producing a wide range of life-
saving products which has been aiding the thousands of people all over the globe in leading the
normal and healthy lives (Hollensen, 2015). Marketing and distributing of vaccines that to with a
particular focus provided on vaccines which ads in preventing and treating with serious diseases,
all these operations are executed in Australia, by Seqirus manufactures and in-licenses.
Moreover, CSL Behring Australia is a business corporation which aids in supporting all the
operations and associated aspects. These operations and activities comprises of the collection and
testing of donated plasma and the manufacturing of a varied range of products which are
extracted from plasma. Moreover, business entity has been offering the service users a wide
range of other medical services which has made the entity to sustain in the competitive

Marketing Management
environment (Meyerson, 2015). The below mentioned are the wide range of products which are
being served by the business corporation so as to facilitate the service users and the patients.
o Plasma-derived therapies
o Vaccines
o Antivenoms
o Diagnostics products
o Pharmaceuticals
On the basis of the executed analysis over the products of the business firm it has been
concluded that the business entity has been offering a good quality of products to the consumers
and the service users (West, Ford and Ibrahim, 2015). The products are offered in the
environmental-friendly packages as the CSL has been considering the environmental and societal
aspects. Moreover, labeling over the products is also clear and is done in the local languages for
making the consumers understand. The design and development of the products is undertaken by
the research and development team of the entity. The team has an aim of identifying, develop
and commercialize significant, new, biotherapeutic offerings which will aid in saving lives by
preventing or curing the service users in the case of serious medical conditions (Peck et al.,
2013). The business entity has an effective supply chain management which aids the business
corporation in distributing the goods and services to the consumers and the service users.
Price and sustainability
Price of a product is the value, which is paid by the consumer for consumption of the offered
products and services (Kleinaltenkamp, Plinke and Geiger, 2016). Pricing strategies are the plans
which are developed by the business entity so as to offer a fair pricing rage to the consumers so
as to attain a greater market share and attain more and more consumers. The below mentioned
are the pricing models and the strategies which can be adopted by CSL:
o Comparative pricing: CSL can maintain a relative position by making the adoption of
the comparative pricing strategy (Baker, 2014). The firm can maintain a gap by keeping
the prices higher as compared to the competitors that to on a perceived value in the
market. For adopting the approach the business corporation will have to be aware about
the prices of the rivals.
o Discount pricing: In this pricing strategy the business organization offer discounts on the
terms such as, for volume, for cash payments etc. Moreover, heavy discounts can also be
offered if the service users are opting for some extra services or combination of some
services together (Chernev, 2014).
Moreover, the business entity can also make of some product mix pricing strategies so as to
develop some strategic choices for making the products reach the best limits and attain the

Marketing Management
desired goals and targets. The below mentioned are some of the product mix pricing strategies
which can be adopted by CSL:
Competition based: This pricing strategy can be adopted by the business entity specifically for
addressing and responding to the prices of rivals offerings (Foxall, 2014). The type of the
business aids in making decisions regarding the price, which can be either higher or lower or at
about the same levels as compared with that of the competitors. These pricing decisions are
based on the evaluation which re required to be executed over the competitors and also over the
use of the product mixes which is being done by the rivals.
Skimming pricing policy: Cost-in addition to valuing is the most essential kind of evaluating
and basically speaks to setting the cost of the products at some level over the cost of delivering
and conveying the same to the consumers (Kotler et al., 2016). Along these lines, for example, a
diamond setter may choose to value items at a 100 percent increase in light of the costs that go
into making the item.
All these pricing strategies aids CSL in attaining sustainability in the business environment and
also it helps to get a competitive advantage over the rivals. Baxter and Messer cutting systems
are the top rivals from which the business entity ha been facing an intense level of competition.
Promotion and sustainability
The below mentioned are the promotional mixes which can be adopted and used by CSL for
attaining sustainability:
Advertisements
Ad can be characterized as the "paid type of non-individual introduction and advancement of
thought, merchandise or administrations by a distinguished support". It is an unoriginal
introduction where a standard or normal message with respect to the benefits, cost and
accessibility of item or administration is given by the business entity (Sheth and Sisodia, 2015).
The ad manufactures pull impact as publicizing tries to pull the products by straightforwardly
speaking to consumers and the service users to get it. And hence advertisements can be proven
beneficial for CSL.
Sales promotion
The term is concerned with making use of the incentives and other promotional activities which
aids in influencing the consumers for buying the product. Sales promotion techniques can be
proven beneficial for CSL as it will have a short and immediate effect on the sale chart of the
entity and also the sales promotional techniques will persuade consumers as well as the mediums
of distribution.
Personal selling

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This concept is referred to the selling of the products personally and which involves face to face
interactions and communications with the targeted audience and the consumers. This will aid the
business entity to divert the efforts in a correct direction and which will reduce the wastage of
the same. This has been considered as one of the most effective method of attracting the
consumers and which will also aid the entity in sustaining the competitive environment.
Place (Distribution) and sustainability
The distribution channels are the mediums through which the business entity makes the
goods available for the consumers for their consumption. The distribution channels are
considered as the mediators which aid the supply chain management system of a business
corporation and also help the business entity inn number of ways. These are the helping hands
which support the company in making the goods available at right place on right time for the
consumers (Armstrong et al., 2014). In case of CSL the medicines or the other medical facilities
are essentially required to be consumed on time for getting cure by the patients and the service
users. There are varied range of distribution channels which will aid the business entity in
making provisions for the consumers and the required one. The following are the examples of
some of the distribution channels which can make the products and services available on time at
right place. Internet can be considered as the biggest platform or the medium which plays an
integral role in the distribution of the products and services. The next are the intermediaries,
these are the associated organizations, wholesalers and retailers, logistic companies, and
financial institutions. These all are the middle men who can be considered as the indirect
distributors of the products and the services (Baxter 2017). Moreover, there are also some direct
channels for distribution which comprises of insurance companies, these are the agents which aid
in attaining the medical services and products. These all of the above mentioned are the
distribution channels which can be proven beneficial for CSL in making provision of the
products and the services. These distribution channels aid the business entity in making timely
distribution of the required products and services, which increases the satisfaction level of the
consumers. A hike in the consumer satisfaction level will bring an automatic increase in the
goodwill and brand equity for the firm and which will enable the business entity to sustain in the
business environment for a longer time. Moreover, this will also aid the business entity to gain a
competitive edge over the rivals (Yoder-Wise, 2014).
Comparison to rivals
The below presented is the comparison of the marketing mix of CSL and Baxter which are
considered as the rivals:
1. Products
CSL has been offering the varied range of medical facilities such as:
o Plasma-derived therapies

Marketing Management
o Vaccines
o Antivenoms
o Diagnostics products
o Pharmaceuticals
Whereas, Baxter expertise in
o Anesthesia
o BioSurgery
o Clinical Nutrition
o Infusion Systems
o Pharmaceuticals & IV Solutions
o Renal
2. Prices
The prices for the products of CSL are duffers according to the services and the same is in the
case of Baxter.
3. Place
CSL make use of varied range of distribution channels for making provision of the services and
products for the consumers such as indirect and direct channels (Berkowitz, 2016). Whereas,
Baxter also make use of contemporary means of distribution.
4. Promotion
Number of promotional tools is being used by CSL such as promotional events and campaigns
are launched, whereas, social media and the other contemporary tools are considered as the
relevant tools for promotion in case of Baxter (Buchbinder and Shanks, 2016).
Recommendations
o The business entity should make use of contemporary means of promotion and
distribution so as to enhance the efficiency and effectiveness of products and the services.
o Discounts and some offers should also be provided so as to tackle the strategies of the
rivals and this will also aid in attaining more and more consumers.
Conclusion
In the limelight of the above executed analysis has been executed that CSL sis the business entity
which is a healthcare and services provider. The above executed analysis has been conducted for
evaluating the sustainability of the firm in the competitive business environment.

Marketing Management
Appendices
SWOT analysis
Strength
o One of the fastest growing industry
o High R&D capacity
o Operates in niche segment of vaccines, anti-venom, genetics etc.
Weakness
o Ethical issues
o Diseconomies to scale
o Huge investments required
Opportunities
o Development in awareness about uses of stem cells, enzymes
o Emergence of technology like nanotechnology
Threats
o Norms and regulations from government
o Skilled and expertise labor

Marketing Management
References
Chand, S, 2017, Marketing management: Meaning and importance of marketing management,
Explained, Assessed on 19th September 2017,
http://www.yourarticlelibrary.com/marketing/marketing-management-meaning-and-importance-
of-marketing-management-explained/25885/.
Sesric, 2017, Distribution health care marketing, Assessed on 21st September 2017,
http://www.sesric.org/imgs/news/image/873-presentation-5-2.pdf.
Witcomb, G, 2015, CSl growth to slow as competition rises, Assessed on 21st 2017,
https://www.intelligentinvestor.com.au/CSLs-growth-to-slow-as-competition-rises.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Meyerson, M., 2015. Success secrets of the online marketing superstars. Entrepreneur Press.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Peck, H., Christopher, M., Clark, M. and Payne, A., 2013. Relationship marketing. Taylor &
Francis.
Kleinaltenkamp, M., Plinke, W. and Geiger, I., 2016. Business Relationship Management and
Marketing. Springer-Verlag Berlin An.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Chernev, A., 2014. Strategic marketing management. Cerebellum Press.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., 2016. Marketing management.
Pearson Education Ltd..
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.

Marketing Management
Buchbinder, S.B. and Shanks, N.H. eds., 2016. Introduction to health care management. Jones &
Bartlett Publishers.
Yoder-Wise, P.S., 2014. Leading and Managing in Nursing-E-Book. Elsevier Health Sciences.
Baxter, 2017, Baxter, Assessed on 21st September 2017, http://www.baxter.in/.
Csl, 2017, Our products areas, Assessed on 21st September 2017,
http://www.csl.com.au/products.
Csl, 2017, Our products areas, Assessed on 21st September 2017, http://www.csl.com.au/about.
Csl, 2017, Our products areas, Assessed on 21st September 2017,
http://www.csl.com.au/corporate-responsibility.htm.