Healthcare Marketing: Case Study Writing Assignment
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This case study discusses the product life cycle of RelayHealth's e-visit program, compares it with its competitors, and suggests growth strategy alternatives for RelayHealth.
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Running head: HEALTHCARE MARKETING Case Study Writing Assignment Name of the Student Name of the University Author Note
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1HEALTHCARE MARKETING Stage of product life cycle RelayHealth is a familiar leader in the development of healthcare IT. The organisation has worked towards pioneering patient friendly paper bills, virtual online business offices and electronic communications with the payers and the providers. Recently the company has formulated platforms that would enable the patients and other service users to communicate online with their doctors for consultation. In terms of product life cycle, the e-visit program is present in the introduction stage. This is the first stage and shows that the product has just been launched in the market and its sales are low (Gmelin & Seuring, 2014). Thus, the organization would have to incur high expenditures on advertisement to make the e-visit programs appealing to the service users. Comparison Upon comparing the website of RelayHealth with its competitors, it was found that American Well organization intends to strengthen its capabilities in delivering health services for acute care by building a single telemedicine/telehealth platform that allows that simplifies access to healthcare. Sophrona also offers products that facilitate online communication between patients and physicians. Thus, to stay ahead of the competitors, RelayHealth should employ innovative technologies that would be adopted by doctors and patients, with the aim ofreducinghealthcarecosts,increasingefficiencyandbuildingastrongpractice. RelayHealthshouldfocusondevelopingphysician-firsttoolsthatwouldenhance consultation by bridging the gap between healthcare and technology (Tantau, Vizitiu & Valeanu,2014).Thee-visitsolutionshouldleveragehealthbasedtechnologiesfor simplifying complicated health workflows and empowering physicians and extenders, which in turn would assist them strengthen the physician-patient relationship (Kamsu-Foguem & Foguem, 2014).
2HEALTHCARE MARKETING Growth strategy alternatives American Well has employed the growth market strategy where it is making an attempt to obtain more sales from the already existing business of telehealth/telemedicine. The organization is utilizing the product expansion strategy for growth market where it is expanding its product line of telemedicine by adding several new features for increasing the profits and sales. Relay health has employed the strategy of market penetration where it is marketing the products based on healthcare IT within the similar market that it has been using since decades. Some of the alternatives that might be available to RelayHealth are market expansion, diversification, product expansion, and acquisition strategies (Grant, 2016). It can implement these growth market strategies by either expanding the line of products that are currently being used by the company, which in turn would increase the profits. The company can also begin selling new telehealth products to new markets. It should also work towards purchasing another company, with the aim of expanding its operations. The consolidation strategy can also be adopted by RelayHealth that will facilitate examination of the marketplace by merging and acquisition of smaller companies for gaining economic benefits. It can adopt the strategy of pruning where it will have to reduce the range of products that are present in the market. This might be put into action when the IT healthcare products are failing to earn profit. RelayHealth can either divest its business by looking for some potential buyer (Berkowitz, 2010). This should be the last resort when the company is a mismatch for conducting the business.
3HEALTHCARE MARKETING References Berkowitz, E. (2010).Essentials of health care marketing. Jones & Bartlett Learning, 56-61. Gmelin, H., & Seuring, S. (2014). Achieving sustainable new product development by integratingproductlife-cyclemanagementcapabilities.InternationalJournalof Production Economics,154, 166-177. Grant, R. M. (2016).Contemporary strategy analysis: Text and cases edition. John Wiley & Sons, 139-163. Kamsu-Foguem, B., & Foguem, C. (2014). Telemedicine and mobile health with integrative medicine in developing countries.Health Policy and Technology,3(4), 264-271. Tantau, A. D., Vizitiu, C., & Valeanu, V. (2014). The responsibility of telemedicine focused organizationsinregardstocreatingcompliantendusersproductsand services.Amfiteatru Economic,16(35), 108.