Healthcare Management Report: Marketing, Trends, and Tourism

This report delves into the evolving landscape of healthcare management, highlighting the shift in marketing strategies within the healthcare industry, moving away from traditional methods to embrace modern approaches. It explores the challenges healthcare organizations face in adapting business-oriented marketing concepts. The report emphasizes the increasing significance of social media for marketing, detailing the benefits of platforms like Facebook and Twitter in reaching patients and influencing their decisions. It further analyzes the drastic changes within the healthcare industry, driven by factors such as rising health issues, economic considerations, and global trends, and discusses the industry's expansion through emerging markets and innovative treatment facilities. The report also examines medical tourism, its impact on healthcare organizations, and the author's personal experience with it. The report is a comprehensive overview of the healthcare industry's current state and future directions, highlighting the importance of marketing, technological advancements, and global expansion.

Running head: HEALTH CARE MANAGEMENT
Health Care Management
Name of the Student:
Name of the University:
Author’s Note:

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Section 1
The management style followed by the various organizations which belong to the
genre of the health care industry has undergone significant change in the recent times on the
score of the changes in the field of health care industry itself (Fortenberry Jr & McGoldrick,
2016). This change is easily detectable in the innovative marketing strategy that the
organizations belonging to the genre of the health care industry are following at the current
moment. Thus, in contrast the traditional marketing strategies that the health care industry has
been used to following since the traditional times like the word of mouth style of promotion
and others the modern style of marketing has gained prominence in the concerned sector. One
of the major challenges that the organizations related to the health care industry normally face
is the fact that all the marketing strategies and the other concepts related to it have been
designed from the perspective of the business world and thus many times the health care
organizations find it very difficult to incorporate them within their framework (Champniss,
2018). It is a reflection of this particular fact that instead of the 4P’s of marketing mix, the
7P’s of marketing mix is more widely used in the health care industry and also the use of
patient centric strategies or performance centric strategies and others have a significant
amount of prominence within the health care industry.
Section 2
The use of social media for marketing purposes is fast gaining significance in the
health care industry because of the numerous benefits that they provide to the concerned
organizations (Ginter, Duncan & Swayne, 2018). For example, they are not only inexpensive
mediums but at the same time they help the concerned health care organizations to reach out
to a large number of patients (Ginter, Duncan & Swayne, 2018). In addition to these, the
reviews given by the patients about the concerned health care organizations regarding the

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services provided by them also influences the decisions made by the other patients. Thus, it
can be said that the use of this particular tool within the health care industry has gained
widespread significance and at the same time provides numerous benefits.
Facebook is one of the most common social media tools which are being used by the
various health care organizations for the purpose of marketing. It is seen that the various
health care organizations create their Fan Pages over this media tool wherein they provides
the relevant information about the kind of services that they provide, the health care
professionals who are a part of their organization, the reviews given by the patients and
others (The Guardian, 2018). These fan pages helps in a significant manner to influence the
decisions made by the patients. Furthermore, the patients also get the choice to write about
the quality of the treatment that they have received at these organizations and also their
personal opinion about it (The Guardian, 2018).
Twitter is another social media tool which is being used by the various health care
organizations for the above mentioned purposes. Thus, the various fan pages provide the
opportunity to the concerned organization to not only inform the people from all the over the
world about the services that they offer but at the same time to advertise themselves as well
(The Guardian, 2018). The patients over here get the option to comment about the services
that they received from the concerned organization.
Section 3
The health care industry is an ancient one however in the recent times it has
undergone drastic change. This can be seen as a reflection of the increasing number of health
problems that the people are facing at the current moment, their eating problems, the
changing climate of the world, the ageing population of the world and others (Hayes, Adler &
Hansen, 2015). Furthermore, the current economy of the world has at the same time made the

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various health care organizations to take into effective consideration the monetary
perspective as well (Hayes, Adler & Hansen, 2015). In addition to these, the changing
landscape of the world has also brought about the necessary change within the health care
industry and the diverse kind of services provided by them (Sanchez, 2015). For example, in
the earlier times the health care industry was concerned with the treatment of physical
diseases however in the present times it is seen that the industry provides mental health
services, fitness services and others as well. Thus, with the change in the nature of the
services provided by them the career options available to the individuals have also increased.
The primary global expansion trend that the industry can take the help of is the
various emerging locations wherein they can expand and provide treatment services to the
patients (Sanchez, 2015). The innovative treatment facilities that are being made available are
another important global trend that the industry can take the help of (Sanchez, 2015).
Furthermore, for the effective expansion into the other locations or nations the health care
organizations would have to follow internationalization strategies like Uppsala theory of
internationalization and others (Ginter, Duncan & Swayne, 2018). Furthermore, for the
effective use of the innovative treatment measures the organization would have to take the
help of Innovative Value Chain (Ginter, Duncan & Swayne, 2018). However, at the same
time the concerned organization would have to ensure that the strategies that they are using
for these purposes are in alignment with their organizational strategy.
Section 4
Medical tourism can be defined as the kind of tourism wherein the people from a
particular country usually visits another country not to pass their vacation or leisure time but
to opt for the treatment facilities offered by the health care organizations of that particular

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nation (Hanefeld, Smith & Noree, 2016). Generally it is seen that people from developing or
under developed nations undertake these kinds of tourism (Hanefeld, Smith & Noree, 2016).
It is seen that there are many people undertake medical tourism to improve the level
of their wellbeing (Hanefeld, Smith & Noree, 2016). The health care organization with which
I am related provides various kinds of fitness as well as wellbeing facilities to the individuals.
Therefore, this particular aspect of medical tourism is something that my organization can
take the help of.
I would narrate a personal story wherein a few years back I took a medical tourism
along with grandmother who had to undergo a surgery for removing an ulcer from her
stomach. We went to the UK for the purpose of the treatment and it was at that particular
point of time that I for the first time got to know about the concept of medical tourism.

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References
Champniss, G. (2018). How can we change consumer behaviour to benefit the environment?.
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Fortenberry Jr, J. L., & McGoldrick, P. J. (2016). Internal marketing: A pathway for
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Gilligan, C., & Lowe, R. (2018). Marketing and Healthcare Organizations. CRC Press.
Ginter, P. M., Duncan, W. J., & Swayne, L. E. (2018). The strategic management of health
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Hanefeld, J., Smith, R., & Noree, T. (2016). Medical tourism. In World Scientific Handbook
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Sanchez, P. M. (2015). How the Health Care Industry Can Learn from Marketing Mistakes
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