NCPACE BUSI 151: Marketing Plan for Children's Healthcare Services

This assignment presents a comprehensive marketing plan specifically tailored for healthcare services aimed at children. It begins by identifying the unique selling propositions (USPs) of the service, such as high-quality care, the implementation of advanced technology, and compassionate treatment, and then defines the target market, encompassing low-income families, immigrant communities, and children with various disabilities. The core of the plan revolves around the 4Ps of marketing: Price, emphasizing affordability and accessibility; Place, focusing on convenient availability; Promotion, detailing advertising strategies across various platforms; and Product, which is healthcare services for children. A SWOT analysis is also included, identifying strengths like personalized care and weaknesses such as resource constraints. The plan outlines opportunities for infrastructural development and the integration of advanced medical equipment, while also addressing potential threats from competitors. Finally, recommendations are provided, including suggestions for improved medical care, infrastructural enhancements, and the adoption of renewable energy sources. The assignment concludes with a list of relevant references supporting the information presented.

Marketing Plan
For Healthcare
Services

USP of the Service :
Service selected: Healthcare services to
Children
USPs:
• Good quality
• Implementation of advanced technology
• Compassionate and equal treatment

Target market
The target market consist
of Children of
• Low income group
• Immigrant communities
• Middle income group
• High-income group

Target Market
The target market
also encompasses
• children with
mental disabilities
• children with
physical disabilities

4 P’S of Healthcare Marketing
Price:
It is a crucial factor . Often
Highly expensive medical
treatment weigh
Heavily upon the parents
from the new-born babies.
This indicates to the
requirement of inexpensive
medical treatment

4Ps-Price:
Moreover,
highly expensive medical treatment
make diagnosis inaccessible as well as
unaffordable for the low-income group,
people from the immigrant
communities. This is the reason the
Healthcare service sector I in the
country has adopted a low price
Strategy by allowing inexpensive
medical treatment, medical benefit
cards for the needy people

Place
• Place: Apart from the low price strategy, easy
availability ands well as accessibility, is the
other factor that the children healthcare
sector is concerned about.

Place
Most of the child healthcare
system aim to
Establish the perception among
the targeted
customers that their
organization’s purpose is to
create a concrete framework
for compassionate
and equal treatment to childre
of diverse social
Classes. In order to turn this
perception into a reality the
healthcare services, in the
country are made available even in
the remote areas.

Promotion
• Hoardings and
Billboards
• Social media ads-
Facebook ,
iNstagram ads
• Pay per click ads

Product:
• Helthcare services
to children, is the
selected service.

Promotion
• Advertisement
campaigns both in
online as well as
offline platform
• Electronic
advertisement
• Through CSR practices

Examples

Example

SWOT Analysis
• Strengths:
Personalized, compassionate
care
Equal opportunity for, as well
as availability to
children of diverse social
classes
Advanced medical treatment
for children in remote areas

SWOT Analysis
• Weaknesses:
• Lack of resource like
medical equipments as
well as beds, especially in
the rural areas
• Lower number of
pathologists as well as
nurses , especially in the
rural areas

Opportunities:
• Infrastructural development
• Introducing more advanced
medical equipments
• Expansion in remote areas
and utilize solar power.
• Recruit more trained nurses
as well as pathologists

Threats
• Competitors offering more proficient doctors
and compassionate treatments.

Recommendation
• Offering diagnosis from more proficient
doctors
• Infrastructural development of hospitals
providing medical services in remote areas.
• Usage of advanced medical equipments.
• Hospitals’ contribution to environment, by the
use of renewable energies-solar power,
especially in the remote areas.

References:
• Lidstone, J. and MacLennan, J., 2017. Marketing
planning for the pharmaceutical industry. Routledge.
• Lovelock, C. and Patterson, P., 2015. Services
marketing. Pearson Australia.
• Yousapronpaiboon, K. and Johnson, W.C., 2013.
Measuring hospital out-patient service quality in
Thailand. Leadership in Health Services.
• Hillestad, S.G. and Berkowitz, E.N., 2018. Health care
market strategy. Jones & Bartlett Learning.