Healthcare Marketing Strategies
Added on 2020-05-08
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RUNNING HEAD: Principles and Practice of MarketingPrinciples and Practice of Marketing
Principles and Practice of Marketing 1ContentsBackground of Bupa........................................................................................................................2Theory of Marketing Planning Gap.................................................................................................2Marketing Tactics of Bupa over the last 5 years.............................................................................4Evaluation of success of the Marketing Tactics..............................................................................6Recommendations for Future Marketing Tactics............................................................................6Digital Marketing by Bupa..............................................................................................................7Analysis of website of the company................................................................................................8Application of 5Ss in Bupa’s digital marketing plan.......................................................................9Range of additional Digital Marketing Techniques.......................................................................11References......................................................................................................................................14
Principles and Practice of Marketing 2As a Marketing Consultant for A Business Consultants Ltd., I would like to bring to your kind notice various marketing practices adopted by your organization Bupa over the past few years. This analysis will help you as a Marketing Director in eliminating the marketing planning gap and formulating the future strategies for the organization.Background of BupaBupa came into existence in the year 1947 in the United Kingdom. Joining of 17 provident associations led to the formation of Bupa. Bupa is a global healthcare group which was formed with a basic objective of providing healthcare services such that people are able to live a longer, improved and cheerful life. It aims at avoiding and curing diseases and ensuring the wellbeing ofpeople by running dental hospitals, health centres, offering health insurance, providing health education and many more. Theory of Marketing Planning GapMarketing planning can be defined as development of a strategy after the analysis of market in order to be competitive in the marketplace. It involves setting up of marketing objectives along with the advertising and marketing efforts for the upcoming year with the objective of achieving the desired results. There is a mixture of factors by which a consumer is influenced to purchase aparticular good or service and is under control of an organization. Such factors are considered as the elements of marketing mix and they are also known as the 4Ps of Marketing- product, price, place and promotion.
Principles and Practice of Marketing 3Product- Product can be defined as an item produced for the purpose of satisfaction of the demands of people. Therefore, it can be either tangible or intangible (service). This element of marketing requires extensive research to be done in terms of expectation of the user from such product or service, its uses, features, name, etc.Price- The most important component of marketing mix is the price of the product or service. It is the amount required to be paid by the user in order to enjoy it. It has a big impact on the sales and profit of an organization therefore, must be carefully determined.Place- Target market for product determines the place of distribution. The must be accessible by the potential buyers. Various strategies can be adopted for the purpose of distribution of the product such as intensive distribution, exclusive distribution, selective distribution, etc. It depends upon where the customers look for such product or service.Promotion- Sales and brand recognition can be boosted with the help of promotion which comprise of various elements including advertising, sales promotion, public relations, sales organization, etc. Promotion strategy aims at conveying the messages to the ultimate customer ina way which is better than the competitors. These 4Ps of marketing must be taken into consideration for an effective strategy for attracting the customers. Marketing planning gap is the deviation of the actual results from the anticipated results. It is figured out after the comparison of where we want to be and where are we now. The gap can be removed either by changing the whole objective or by making changes in the strategy which is being used to achieve the framed objectives (Oxford College of Marketing, 2013).
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