Online Healthcare Services: Operational Management and Marketing

This report examines the operational management and marketing strategies employed by health organizations, particularly focusing on the expansion of services through online platforms. It delves into the legal, social, and ethical frameworks that underpin online healthcare businesses, emphasizing the importance of adhering to regulations like the Patient's Bill of Rights and Responsibilities Act and the Health Insurance Portability and Accountability Act. The report also addresses social determinants of healthcare, such as public safety, timelines, and effectiveness in service delivery, alongside ethical considerations like data privacy and respecting patient preferences. Furthermore, it identifies target markets, including individuals out of reach of traditional services and elderly populations, and discusses positioning strategies based on differentiation and comparative analysis. Market segmentation is explored as a means to strengthen marketing processes for online prescribing and delivery, ultimately aiming to improve customer service and expand market reach. Desklib provides access to this and other solved assignments.

Operational Management
and Marketing in Health
Organisations

Table of Content
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Legal framework.........................................................................................................................1
Social framework........................................................................................................................3
Ethical frameworks.....................................................................................................................4
Target market..............................................................................................................................5
Positioning...................................................................................................................................6
Market segmentation...................................................................................................................7
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Operational Management and Marketing in Health Organisations is a system that
oversees the marketing process from start of finish for healthcare facilities, which helps to reach
target audience of offer services. Health Organisations needs to reframe Operational
Management and Marketing for expanding the services offering through online platforms.
Online healthcare services is the improved and maintain the use of digital information
and communication via mobile devices which access to the healthcare professionals. Current
time is demanding remotely access to the healthcare professionals and their services, which is
leading toward new opportunities for providing healthcare services online.
Healthcare professional are evolving these services online to expand their check-up
services and providing efficiencies in the services for patient-care. The parameters are legal
framework, social framework and ethical frameworks. Further, report will explain target market,
positioning and market segmentation for expanding the health-care services online.
MAIN BODY
In current time healthcare professional are evolving their services online to expand their
check-up services and providing effective services for people. Many healthcare professionals
providing consultation their services online to their patient so that they can experience better
customer services. This online healthcare business is framing its legal, social and ethical
frameworks to ensure smooth functioning (Fløistad, 2018). By improving healthcare facilities,
this consultation service will online prescribe and deliver medicines direct to the patient's home.
The idea of pharmaceuticals delivery with online consulting service will be set on target market
and market segmentations which will help to achieve marketing goal.
Legal framework
Doctor will be offering healthcare services with online prescribing and delivery options
of pharmaceuticals at patient's homes for which legal framework should be strong which helps
business to grow effectively. Providers of healthcare services must follow legal responsibilities
by regulating licence and registration of pharmaceuticals. Professional in healthcare adopt a
framework for providing quality in healthcare services with evaluating them such as online
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prescribing to patients and facilitating other services such as availing medicines by directly
delivery to patient's home.
An online doctor will be offering consultation services to its customers to improving
services of the business. Improving services with advance technologies will help to expand the
healthcare business and improve customer services experiences (Mahajan, Gera and Singh,
2020). It will be giving services for customers to have online doctor consultations from their
homes, these techniques will help to improve market share in the competitive market and it will
also increase revenues of the business.
Online pharmaceuticals services aims to provide safety, equity and effectiveness to the
patient. Strong legal framework will enable online healthcare business with patient-centred care,
equity and efficiencies in the services to customers which will help business to enhance and
growth. They must follow laws that affect healthcare business such as:
 Patient's Bill of Rights and Responsibilities Act, 1998 - Patient's Bill of Rights and
Responsibilities Act of 1998 provides protections to the patient's bill of rights which
includes guarantee for those receiving the medical care. This Act comes under the
framework of laws which provides patients with information on reasonably expect to be
treated during their hospital stay (Morrison and et.al., 2018). Consumers of the product
of health care now have increased protection with the Patients' Bill of Rights Act of 1998
as enforces the guarantee of patients information, fair treatment, and autonomy over
medical decisions in Saudi Arabia. Patient's Bill of Rights and Responsibilities Act of
1998 strongly established legislation available, accessible and enforceable the services to
the customers (patients) in the Saudi Arabia which make efficient management in
healthcare services for the patient's bill rights. Completeness of registration this
healthcare business is helping to improve the accuracy of information held in the civil
records which is making it legally strong in the competitive market (Mahrous, 2017).
 Health Insurance Portability and Accountability Act 1996- Bars of Health Insurance
Portability and Accountability Act 1996 ensures from the discrimination against policy
in which applicant get protection in case of healthcare problems and this law also
protecting worker's insurance rights. Is a framework which protects, through allowing
workers to carry healthcare insurance policies from the job-to-job. Health Insurance
Portability and Accountability Act 1996 also permits the workers for selecting group of
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healthcare insurance plans which replace lost coverage (Edemekong, Annamaraju and
Haydel, 2021). These provide facilities within healthcare plans to adjust them for family
changes like marriage, birth and adoptions.
Social framework
Professional in this healthcare business is offering healthcare services with online prescribing
and delivering of pharmaceuticals at customer's home. Physical environment and socio-
economic status, are the factors of social determinants of healthcare.
Providers of social services must follow the social framework which underpins
responsibilities for healthcare, which makes simplify to provide the healthcare services based on
practise guidelines (Fløistad, 2018). Evaluating healthcare needs are important as growing
population nowadays becoming a challenge. Business need to focus on income, education,
occupation and gender including race to create effective framework.
 Safety for public healthcare- Online pharmaceutical services aims to provide safety,
efficiency and timelines to the patient. By evaluating quality of healthcare services by
framing effective safety measures for people, this healthcare business can create success.
Framing safety and health management, this healthcare business will make safety
compliance plan. Practising patient-centred care will help business to improve services
and set safety for online consultation. By making sure of employees knowing and
understanding safety-policies this healthcare business can improve its performance.
 Timelines in healthcare services for customers- Building a rapid response system tool
which shows early sign of deterioration on non-intensive to identify and response to
patient, will help marketing to be done. This will give advantage to grow business with
fast pace. Strong and stable economic conditions will lead business toward success in
long-run by setting benchmark tools for offering consultation services online.
Improvement in functional areas this healthcare business can improve timelines in the
processes (Taylor and Haintz, 2018). Online offerings for consultation to the patients will
enhance overall business, customer services will be aligned to save more time diversely.
 Effectiveness in healthcare services for people- Neighbourhood and physical
environments are the major components of social factors, where bushiness need to
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analyse and framing strong strategies. Strong social framework by setting benchmark
tool which helps to measure and making continuously improvements will help business
to set and achieve the target audience. It will help to identify the groups and areas where
this healthcare business need to focus as this method will bring effectiveness in the
business.
 Incorporate online facilitates for public healthcare- Improving operational facilitates
and focusing on online services will lead healthcare business to be compatible with
current time. Supporting advanced technology will help to improve business sales for its
services. Designs safe healthcare services such as information access and other
incorporate planning will lead toward achieving business goal.
Ethical frameworks
Ethics are the set of standards for behaviour, which helps business to act in range of situations.
Ethics are all about making choice of creating responsible organization for the smooth
functioning. This document is design to running business effectively with respect for autonomy
for the decisions in the business.
Online consulting services will keeping ethical factors practically up building goodwill
for larger marketing and satisfying customer needs (Floridi and et.al., 2018). This healthcare
business must be framing its ethics with the standard of fairness and justice approaches for the
people.
 Online consultation services for maximizing benefits- An online doctor is offering
consultation services for maximizing benefits and minimizing risk for customers as
world is suffering a lot because of pandemic. As per protocol of COVID-19, doctors
need to adhere measuring health and safety measure with the impact of COVID mostly
services moving their business online. By evaluating and improving online services this
healthcare business will give abilities to customers for online doctor consultations from
their homes.
 Protecting consumer data and privacy- Providers of healthcare services must follow
norms of protecting consumer data and privacy. This online consulting business will
comment the sustainability standards in the services for patient-care such as eco-friendly
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packaging’s for the parcel of medicines which is providing by this online healthcare
service business (Purcarea 2019Singh, 2018).
 Respecting patients preferences- Framing marketing strengthen with essential elements
such as treatment and medical history analysis of people will be done accurately for the
patient even for online services. Doctor is offering these services with online prescribing
and delivering of pharmaceuticals at their homes with consequentialist framework which
ensures future effect of the courses of action that considering people might affect directly
and indirectly. This ethical measures such as respecting patients preferences will lead
business toward achieving target to marketing.
Target market
Marketing process will be strengthened for online prescribing and delivery targeting on
services related to child healthcare, Doctor can improve services and expand its market.
Improving online services of consultation and delivery will help doctor to serve through
worldwide target segmentation. Online consultation can introduce new payment facilitates
through digital payment methods for customers. By analysing people visiting the website, this
healthcare business can reach to the customers and send them display adds (Cisotto, Casarin and
Tomasin, 2020).
Online consultation need to analyse target market, as hospitals can better understand the
customer needs for future by establishing effective and efficient healthcare service. For the
patient and families this healthcare service will be establishing standard on the basis of target
market for online consultation services by strong management consultants.
This online services of consultation can improve by knowing customer needs for online
healthcare and it will help to divers business in new markets. These services need to be evolving
for which the health-care facilitator will advancement new strategies and tactics such as, using
advance techniques for promotional activities such as social media.
 People out of reach- These online services of consultation will target customers who are
out of reach and for some reasons they can not manage to take services with this health-
care business (Klinger and et.al., 2019). There are many potential patients for the
services who are not able to continue their treatments due change in their location. These
patients will be able to take advantage of the online health-care facilitates. Many of
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customers will get advancement of technologies as these offering add value to the
customer services also who have moved to another cities or states for some purpose and
not able to take consultant from professionals there.
 Elderly people- Elderly age people who are not able to come and take hospital services
at their own, this online healthcare facility will provide numerous facilities to them.
Patients will be able to take advantages of hospital services at their doorsteps with the
precipitation and medicines (Li, Wang and Khoshelham, 2019). Healthcare Specialist
will help to provide medical facilities to the elderly age people who cannot bear to come
at hospitals at their own. Old age group who face difficulties to reach at healthcare places
will be able to take online services from professionals of medical facilitating with quality
services. Medical personnel services will be proposed its services through improving
online operations services which will be specialities of health care for patients. This
online healthcare facility will provide online facilities by specially focusing upon middle
to old age group with professional staff.
Positioning
This online healthcare facilities will perceived through the patients for the quality
services in compare to other online healthcare services. The online facilities for healthcare will
provide direction for its services by creating a brand identity for its services. Professionals of
this healthcare services will be most reliable for the patients, this way brand will create identity
for its patient. Distinguish delivering offerings of service for the patients in compare to other
facilitators will help this healthcare service to be better presented in market than its competitors.
Positioning for this online healthcare service is based on differentiation and comparative
positioning
 Positioning based on differentiation- Positioning based on differentiation will help to
establish this health-care facilitator to positioning it online healthcare service in the
market. Differentiation positioning of this healthcare services will be based on quality
services which are adding facility of online prescription and delivering options. It will
relieve customers to get healthcare services on their doorsteps (An and et.al., 2018). It
will help to serve effective services to the patient around the world. Positioning for
quality services will provide new direction to this online consultant, will introduce new
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services with status symbol of effective healthcare services to its patient. Positioning
based on quality positions will help this service of healthcare, based on price to resolve
issues such as expensive treatments for patients. Affordable which will help this
healthcare services to enhance market shares and taking advantages from competitors
which are offering same services on high cost.
For example: Online consultation services marketing through online platforms and take
advantage through the positioning it based on differentiation Customers will be able to take
advantage of healthcare services around the world as they are offering online. Marketing for
online consultation services will be promoted through online platforms such as Facebook,
Instagram and Twitter by creating brand.
 Positioning based on comparative- Positioning based on comparative will help to
establish this health-care facilitator to positioning by placing products right next to
competitor's brand by highlighting competitive edge. Delivering distinguish offerings
from the competitors this online healthcare service in the market will position its brand
identity. Online consultation services and delivery will distinguish its offerings from
competitors by providing quality at online platforms of healthcare (Mahajan, Gera and
Singh, 2020). Need for creating unique selling points is equally necessity of each
business in which they propose new offerings in the market. This healthcare service will
attract intended audience from the competitive market.
For example: online prescribing and delivery this healthcare will be marketing its service
for online prescribing and delivery and positioning based on comparative strategy. Establishing
the brand identity through marketing which will help customer to identify and consume these
healthcare facilities. Promotion the brand through newspaper and magazine adds will help to
create identity in the competitive market. These promotional activities can also be done through
other cost-effective methods such as promoting through social media accounts.
Market segmentation
This healthcare service of online consultation will divide its target market into
approachable groups. For the target audience the healthcare service will frame plan of market
segmentation based on needs and priorities as it is offering services for health-care. Online
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consultation services will help to identifying market segments which will help them find new
opportunities in the health-care industry (The Full STP Process, 2021).
Market segmentation helps to set targeted audience which are grouped in different
segmentations in the basis of age, gender and income in demographic segments and other
segmentations such as purchase and buyer readiness on the basis of behavioural segments. On
the basis of Demographic segments and Behavioural segments, this healthcare will set its long
and short term goals.
 Demographic segments- Demographic segments of this online consultation service's
will set its demographic segments for all age group patient-care. Professional will market
for online prescribing and delivery healthcare services by understanding patient's and
their needs, specifically focused on old age group.
Online consultation services and delivery of medicine will be serving to the patients with middle
to old ages, with promoting this online healthcare facilities. The healthcare facilities will be
served willingly with efficient services online with advanced facilities and promoting among old
age group range between 45-90. Online delivery and prescribing will lead facilitates to the
another platform where business can find new opportunities to grow.
 Behavioural segments- Online healthcare facilitates will gather data from variety of
sources about potential patients with deceases (Morrison and et.al., 2018). This
healthcare facility will frame behavioural segment through focusing on middle to high
income groups. Marketing for online prescribing and delivery will be improved through
marketing which will help this healthcare services to reach untapped market. This online
consultation delivery and services will focus on middle to high income group for making
targeting audience for its new online consulting services. This online facilitates will help
middle to high income groups by serving them effectiveness in services. The online
consultation services can help to reach untapped market for this healthcare and This
facilitates will help to explore new limits.
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CONCLUSION
It has been concluded for the above report that healthcare services can be distributed
among patients through expanding these services online. This study described legal framework
which are protecting through health insurance portability and accountability act 1996 for
eliminating discrimination against policy which providing protection in case of healthcare
problems to the applicants. Healthcare quality improvement act of 1986 is settings bars for
federal, state and local fraud and abuse laws are elaborated.
Furthermore, safety for public healthcare, timelines in healthcare services for customers
and effectiveness in healthcare services for people explained for social framework. In addition,
ethical frameworks which described online consultation services for maximizing benefits and
protecting consumer data and privacy. Target market explained that online services is offering
services to people who are out of reach and elderly people, facilitated by creating source for
connection. In the end report shedding light on the positioning based on comparative and
differentiation. Marketing segmentation pinned the demographic segments and behavioural
segments in the report.

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