Health Service Marketing: SWOT and Five Factors Analyses, Personal vs Organization Buying Decision

This article discusses the SWOT and Five Factors Analyses in Health Service Marketing and how they can support informed marketing efforts. It also explores the personal and organization buying decision process with specific examples. The article is based on a situation where the author sought LASIK surgery and followed the five steps of the buying decision model.

Running head: HEALTH SERVICE MARKETING 1
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1. Analyze the SWOT and FIVE Factors Analyses and determine which would be more valuable
from a marketing perspective. Provide specific examples of how you could use the results of either
analysis to support informed marketing efforts.
SWOT Analysis is a model used to analyze the threats, opportunities, weaknesses and threats for
the creation of a marketing strategy foundation (vanWijngaarden, Scholten & vanWijk, 2012). I would
use SWOT to take into account what the company is able and unable to do as well as understand
unfavorable and favorable conditions related to the organization’s services or products. Porter’s five
forces is a model used in the analysis of businesses that assists in explaining why various industries have
the ability to sustain different sustainability levels. The forces include bargaining power of buyers,
bargaining power of suppliers, industry rivalry, the threat of new entrants and threat of substitute
products. From a marketing perspective, Porter’s five forces will be more valuable. For example, it
measures the profitability, attractiveness and competition intensity which can support informed
marketing efforts.
2. Recall a situation in which you sought health care of some type (not including care for an injury
or illness). Determine if your situation followed the five steps of the buying decision model and
what role marketing may have played in your seeking care. How does the personal decision differ
from the organization buying decision process? Provide specific examples and rationale to support
your response.
My situation was when I was far-sighted and wore glasses for some time. I felt uncomfortable
wearing glasses and I opted to have LASIK surgery. My situation followed the five steps of the buying
decision model which include problem recognition, information search, alternative evaluation, purchase

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and post-purchase. Firstly, I recognized I had a problem. I undertook information search from people
who had the same type of surgery before and had consultation appointments. After my research, I
evaluated an alternative of whether I should do surgery or remain far sided. I decided to have surgery.
Finally, I am not restricted in wearing glasses on some occasion. Marketing played a role of creating an
awareness about the existence of the LASIK surgery. Organization buying decision differed from my
personal buying decision in that I was the one to make a decision of whether I purchase the product or
not, while the organization planned and purchased the glasses from suppliers. For example, I had to make
a decision whether I purchase glasses or not while the organization had to make the decision earlier by
coming up with the need for purchasing the product.

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References
van Wijngaarden, J. D., Scholten, G. R., & van Wijk, K. P. (2012). Strategic analysis for health care
organizations: the suitability of the SWOT‐analysis. The International journal of health planning
and management, 27(1), 34-49.