Principles of Marketing for BUPA Healthcare

This report explores the principles of marketing and marketing planning for BUPA Healthcare's BEAM units. It includes an environmental audit, analysis of the marketing mix, and segmentation of the BEAM services. The report also discusses the challenges and opportunities faced by BUPA Healthcare in expanding its emergency and acute medical units.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
SECTION 1 .....................................................................................................................................3
a) Introduction of the idea of the BUPA.....................................................................................3
b) Environmental audit ...............................................................................................................5
c) Marketing mix ........................................................................................................................6
SECTION 2 .....................................................................................................................................8
a) Segmentation of the BEAM ...................................................................................................8
b) Targeting of the BEAM .........................................................................................................9
c) Positioning of the BEAM .......................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing principles are those, in which marketing managers are agreed upon the
different marketing ideas that any company use those principles in order to make effective
strategies for the marketing. This report of the principles of the marketing is based on the BUPA
international healthcare group. Headquarter of the BUPA is in United states its is the private
company but not for the profit limited. This will going to explain the different stages of the
marketing, marketing planning, environmental analysis in this report. Marketing mix elements
will also be included for the effective marketing planning. Segmentation, targeting and
positioning will be conducted in order to respond the market problems. Further more the
marketing mix for the different situation will be applied for the products of the BUPA healthcare.
Lastly situational analysis will be conducted in this assessment.
SECTION 1
a) Introduction of the idea of the BUPA
Bupa Iis international healthcare company, which is planning to expand its business and
find new way to eliminate the challenges and competitive market. The new avenue of the Bupa is
in small acute medical units (AMU) which is located in London, Birmingham, Manchester,
Cambridge and leeds city centres. These BEAM (bupa emergency and acute medical) would
staff the professional units of the medicals for the mimic and accident and emergency, only
provide the services for the registered customers of the Bupa healthcare. For this service and
BEAM, marketing plan will be created (Gilligan and Lowe, 2018).
Marketing planing
Marketing planning is the ultimate results of the marketing strategies, which is being used
in order to increase the sales of the company in the market. This marketing planning help to
analyse the potential marketplace to determine how the business and company compete with the
market with their competitors to increase its sale. There are different stages of the marketing
planning which are:
Mission statement — This includes the main reason of the company to existing in the market.
Also define the purpose of the company as well for the stakeholders.
Objectives — This is the set of goals that the company try to work on to achieve all those
objective and target of the company.

Marketing audit — Marketing audit include the SWOT analysis of the company. This highlight
the strength, weakness, opportunity in the market and threats, that can affect the company.
Marketing mix plan — This has some elements that ensures that all the marketing strategies are
being properly (Haimowitz, 2016).
Budget - This includes the resources, and all the expenses that are being needed to carry out the
effective marketing plan.
Evaluation — This stage is being at the end of the planning prices, that check all the
opportunities to modify and any errors to make improvement.
Marketing planning for BEAM
Marketing summary — This marketing plan is being prepare for the BEAM (bupa emergency
and acute medical) units for the small units in London, Birmingham, Manchester, Cambridge and
leeds city centres.
Objective of the company — Objective of the Bupa healthcare is to help the peoples to live
longer. Happier, and healthier life. They do not focus on the shareholders, but focus on their
customers. They reinvest their profit in order to provide better healthcare for the customers.
Vision and mission — Mission of the bupa company is to shape the customers life (Siddiq,
Baloch and Takrim, 2016). Also helps to deliver the best experience to their customers and
employees.
market audit
Strength
 Highly skilled staff of the Bupa.
Its core value, and objective of the company is its strength to focus on their customers.
weakness
 Staff of the Bupa do not have the clear role about the BEAM (Nowak and et.al., 2015).
 Challenges of outdated and old technologies in the bupa healthcare for the BEAM unit.
Opportunities
 It have opportunities to expand its BEAM unit by collaboration with other healthcare
service provider.
Threats
 Government policies, rules and regulations can be threats for the bupa healthcare.

 Increased competitions in the healthcare market in accident and emergency.
Marketing mix
Products — BEAM (Bupa emergency and acute medical) is the product to provide the different
unit to accident and emergency situation.
Price — This services only provide to the registered customers of the bupa.
Place — London, Birmingham, Manchester, Cambridge and leeds city centres.
Promotions — For the promotions of the BEAM, bupa will conduct the camp in small acute
areas for their BEAM services and post this on newspapers and social media as well (Breggin,
2016).
People — In this, trained staff of the bupa healthcare will help the company to establish its
BEAM unit.
Process — To establish and create the BEAM, Bupa health care prepare this plan and then
evaluate to recheck this plan.
Physical evidence — It refers to the environment in which all the healthcare services of the
BEAM is being provided. Like the culture of the BEAM unit in small acute location.
b) Environmental audit
For the environmental audit, PESTLE analysis is being considered. This includes the
different factors like:
Political factor -This concerned with the government policies, rules, stability of the Govt.
various laws, implementation of the law affect BEAM to the bupa healthcare. Different
healthcare service policies in the UK like Vat that affect the price of the services of the BEAM to
the registered customers (do Rosário Cabrita and Cabrita, 2015). Then this services of the BEAM
not be accepted by the customers in different small unit. This also affect the staff of the bupa as
they demand high salary as well.
Economical factor — Brixit is also causing the economic uncertainty to the existing jobs that
many have to leave their jobs at the time of Brixit. This affect the production of the healthcare
services and also reduce the well-trained and professionals to treat the people. This affect the
healthcare services in the UK and many of the people did not get the treatment for their healthy.
This service of the BEAM can also be affected by the economical condition of the country, as
country's good condition can help the bupa to carry out their health services (Park and et.al.,
2018).

Social factor — BEAM can be the most affected by the social trend. When bupa give the
emergency and accident services to their registered customers. This will increase the social
behaviour of the people toward the BEAM services. But this only provided to the registered
customers, this affect the other customers as well, that affect the healthcare services of the Bupa
healthcare services.
Technological factor — If bupa healthcare service apply and adopt the updated technological
services in giving the BEAM unit to giving the best services to the customer then customers will
attracted toward it to call the bupa at any emergency and accidental condition. This affect the
business of the bupa to provide the emergency services to their customers. This will help to
increase the profit of bupa healthcare but it may be expensive for bupa to adopt high quality
technological equipments.
Environmental factor — Environmental concern like integrated pollution prevention and
control and change in the environmental condition affect the BEAM services as very low number
of people call the bupa and BEAM to provide effective services to their customers. They do not
able to give their best services in small acute units.
Legal factor — Legal factor like governmental laws that health and safety law, hygiene factors,
employee wages and many of the factors of legal factors that may affect the BEAM units.
Different legislation affect the BEAM services to their registered customers in the small units in
different cities.
c) Marketing mix
This marketing mix play the important role in the Bupa healthcare services to promote its
services in the small units to provide the accidental and emergency units. This marketing mix
have the great importance as it helps the bupa and its BEAM unit, by giving the clear strategies
of its, what price is being set for the emergency unit, how the promotional events can be done in
order to promote the BEAM services in different units like, London, Birmingham, Manchester,
Cambridge and leeds city centres. They will help the bupa healthcare services to increase its
services for registered services. It also give the importance to the marketing planning as it give
the clear understanding of all the elements that are very important for the business in order to
expand its business.
All the seven elements of the marketing mix play the important role for the BEAM units.
As it give the clear understanding of all the elements in the business that ca help the bupa to

increase its sales and to expand all the challenges and can start their emergency services to small
acute. These elements are:
Products — Products of the bupa healthcare services are emergency services that the bupa is
provided through the BEAM units in different locations. Another products are ambulance
services, diagnostic devices, pharmacy services, causality services and many more all the
products are being provided by the BEAM services unity in different locations to the registered
customers in the time of the accidents and emergency situation.
Place — This BEAM services are provide to the different locations London, Birmingham,
Manchester, Cambridge and leeds city centres in the small unit acute that help the customers to
get the best emergency services in their locations. In these different locations customers can get
the best quality services related to their health care and emergency. Where people can get ease
and convenient services at their nearest location of these cities.
Price — As price is charged to the targeted customers, and bupa target its registered customers
through its new services unit BEAM. As the services are intangible then it will be difficult for
the management to set the price of their services.
Promotions — For the promotions, BEAM unit of the bupa healthcare services can apply the
transmission of the message to the customers. Also plan to conduct the camp in the local and
small unit of the different locations. Staff and management of the bupa have to make aware
about their services of BEAM to their potential customers.
People — People are consist all the individuals who contribute a lot in providing the emergency
services to their patients and customers at the time of the emergency. In this all the employees of
the bupa healthcare services play important role. In this company provide the different offers and
increase their salary in order to keep retain with company (Ray and Maiti, 2018).
Process — There are different process which are being applied to the bupa healthcare services
include the different joining phase, detachment phase and feedback phase. In which all the
processes are being taken in to consideration to make plan for the marketing to fulfil all their
objectives to carry out the BEAM units to provide the effective emergency services to their
customers.
Physical evidence — It refers to the environment in which all the healthcare services of the
BEAM is being provided. Like the culture of the BEAM unit in small acute location. Its

environment of the company. And all the modern hospital; needs that create the impact on the
customers.
SECTION 2
a) Segmentation of the BEAM
Division of the big market place into the small segmentation comparison of individuals
who works and thinks in same line towards the same products and brand is being referred as the
segmentation of the market place. This segmentation is being done on the basis of the
geographic, demographic, Psychographic and behavioural, that help the bupa healthcare to
clearly understand their customers. Which is very important for the bupa healthcare to setting up
and creating marketing plan forb the BEAM unit in different locations.
Geographic segmentation — It refers to dividing the market into different geographic locations
such as different nations, states and region and neighbours. In this geographic segmentation
Bupa healthcare services divide the market in the the different location like London,
Birmingham, Manchester, Cambridge and leeds city centres. And target the different located
people according to the location which is divided by the Bupa healthcare services. This will help
the Bupa to its new unit which is BEAM in order to promote in different location according to
the different region people and customers.
Demographic segmentation — In this, bupa divided their customers into the different group of
people according to the age, gender, income, occupation, education, religion, nationality and
social class. With the help of this segmentation Bupa healthcare service get help to identify their
potential customers according to these factors. This become easy for the Bupa healthcare for is
new BEAM unit to target the people and customers. As it target to the registered customers of
the Bupa, it indirectly targeted to the high income customers to the different location where it
plan to drive that BEAM unit service for the accidental and emergency situations (Porral and
Stanton, 2017).
Psychographic segmentation – As on the basis of this segmentation, Bupa healthcare divided
there customers and patients as the children, below 20 who have different problems, that means
they categorised their patents as according to the problems and disease they have, this give the
ease to the management of the Bupa to treat them in targeting them for the new BEAM units.

Behavioural segmentation — In this segmentation, is being done on the basis of the knowledge,
attitude, use of, response to products and services. As the BEAM unit provide the emergency
service to the registered customers of the Bupa, if customers do not respons them positively
according to the situation and behave bad with the staff of the bupa and BEAM unit then this will
affect the bupa to prioritise their customers and targeting them as according to their behaviour
with the staff and towards BEAM.
b) Targeting of the BEAM
This is the second stage, which is being done on the basis of the segmented market. On
the basis of the different products and services and marketing is being created and the potential
customers and patients are being targetted. According to the targetted customers, management of
the Bupa create the strategies for the different customers.
In this the whole people of London, Birmingham, Manchester, Cambridge and leeds city
centres are the targetted audience. As the Bupa is healthcare services, which provide all its
healthcare services to the all the patients equally. As with the help of their new service which is
BEAM unit and provide the emergency services to their customers, they do not target and
prioritise their customers, have to treat equally to all the peoples and patients. As emergency and
accidental situation is not come after informing, people do not have any idea about this situation,
so have to treat sudden at first priority to all the patients (David, David and David, 2017).
As the objective of the Bupa healthcare is to provide the better healthcare services to their
customers and patients ion order to increase their life and enables them to live healthier, happier
by treating all the people equally. With having this mission BEAM unit not only target single
group of individuals and patients but treat al the individual equally and give them the best
treatment services. This helps the customers or patients of the Bupa to call the BEAM unit, in
their emergency situations. This give the benefits to the Bupa healthcare services and its new
BEAM unit to make recognise in the market easily, and this helps to increase its brand image in
the market. As this not focus on the profit increment but only focus to provide the best healthcare
services to the clients, customers and patients.
c) Positioning of the BEAM
Positions is consist as the last stage of the segmentation, targetting and positioning cycle
which help the company to identify the potential clients and patients to target them and can make
strategies as according to those targetted customers. This helps the Bupa healthcare service to

create the perception about the products and services in the market. This positioning helps to
increase the brand image and product image in the mind of the customers. As Bupa healthcare
service is positioning their services of the emergency services and accidental services to the
small acute locations like London, Birmingham, Manchester, Cambridge and leeds city centres,
to the small units people. This helps the Bupa healthcare services and BEAM unit services to
recognize in the small unit of the different locations of the different cities, where it plans to drive
and carry out this emergency services to the all the customers. This positioning would be done
by the marketing managers of the Bupa healthcare services which create the marketing plan to
drive the different strategies of the BEAM unit effectively in order top establish it in the different
locations of London, Birmingham, Manchester, Cambridge and leeds city centres at their small
areas, to reach the each and every emergency situation easily (Porral and Stanton, 2017). This
positioning helps to Bupa to set their image in the minds of the patients for a longer time and
always remember the Bupa healthcare service at emergency situation when arises in front of
them.
SECTION 3
Marketing mix
Marketing mix elements BUPA
Product BEAM units, ambulance services, diagnostic
devices, pharmacy services, causality services
Place London, Birmingham, Manchester, Cambridge
and leeds city centres
price services are intangible then it will be difficult
for the management to set the price of their
services.
Promotions Communication tools like message, social
media, emails.
People Knowledgable employees, specialist,

responsible employees
Physical evidence Modern updated medical equipments, neat and
professional appearance of the staff and Bupa
healthcare centre.
Process Providing the best health acre services at the
time of emergency and accidental case, other
medical services.
CONCLUSION
It has been summarized from the above report is that there are different principles of the
marketing that play important role in the marketing to carry out the different strategies of the
marketing. These principles of the marketing help to increase the sales of the Bupa healthcare
services. As the Bupa healthcare services expand its business and plan to provide the BEAM
(Bupa emergency acute and medical) to the registered customers. In this, marketing mix play the
important role to have the clear understanding of the different elements that will help to create
the marketing of the BEAM unit by the marketing managers of the Bupa healthcare services. It
also been analysed with the help of the environmental analysis that different factors like politics,
economical condition of the country affect the planning of the BEAM unit by thye bupa
healthcare services. With the help of the STP target customers has been identified that, it not
only focus on the particular group but treat equally to all the people.

REFERENCES
Books and Journals
Breggin, P.R., 2016. Rational principles of psychopharmacology for therapists, healthcare
providers and clients. Journal of Contemporary Psychotherapy. 46(1). pp.1-13.
David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic planning matrix: a
new marketing tool. Journal of strategic Marketing. 25(4). pp.342-352.
do Rosário Cabrita, M. and Cabrita, M., 2015. Applying Social Marketing to Healthcare.
Gilligan, C. and Lowe, R., 2018. Marketing and healthcare organizations. CRC Press.
Haimowitz, I.J., 2016. Healthcare relationship marketing: strategy, design and measurement.
Routledge.
Nowak and et.al., 2015. Addressing vaccine hesitancy: the potential value of commercial and
social marketing principles and practices. Vaccine. 33(34). pp.4204-4211.
Park and et.al., 2018. Principles for evaluating the clinical implementation of novel digital
healthcare devices. Journal of the Korean Medical Association. 61(12). pp.765-775.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Ray, P.K. and Maiti, J., 2018. Healthcare Systems Management: Methodologies and
Applications.
Siddiq, A., Baloch, Q.B. and Takrim, K., 2016. Quality of healthcare services in public and
private hospitals of Peshawar, Pakistan: A comparative study using Servqual. City
University Research Journal. 6(2). pp.242-255.