Healthcare Marketing: Case Study Writing Assignment

Running head: HEALTHCARE MARKETING
Case Study Writing Assignment
Name of the Student
Name of the University
Author Note

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
of reducing healthcare costs, increasing efficiency and building a strong practice.
RelayHealth should focus on developing physician-first tools that would enhance
consultation by bridging the gap between healthcare and technology (Tantau, Vizitiu &
Valeanu, 2014). The e-visit solution should leverage health based technologies for
simplifying complicated health workflows and empowering physicians and extenders, which
in turn would assist them strengthen the physician-patient relationship (Kamsu-Foguem &
Foguem, 2014).