Healthcare Marketing: Evaluating Marketing Potential Using the 5 Ps

This report analyzes the marketing strategies and potential of three major healthcare organizations: UnitedHealth Group Inc., CVS Health Corp, and Cigna Corporation. The analysis is based on the 5 Ps of marketing: Product, Price, Place, Promotion, and People. The report provides an overview of each company, discusses how the 5 Ps are implemented, and evaluates their marketing potential. The assignment utilizes research-supported assessment strategies to predict which organization demonstrates the most promising marketing potential, supported by evidence from scholarly articles and research. The report also includes references to support the analysis and findings. The analysis considers various aspects such as product offerings, pricing strategies, distribution channels, promotional activities, and the people involved in marketing efforts. The ultimate goal is to assess each company's market position and future growth prospects.

Healthcare
Marketing
Name
Institutional Affiliation

Introduction
• The selected Healthcare Organizations include:
• Unitedhealth Group Inc. (Unh):
• Cvs Health Corp:
• Cigna Corporation

UNITEDHEALTH GROUP INC. (UNH):
Overview:
• It is the biggest health care services organization in the
globe, and serves more than 50M people in the US as of
late 2018 and 5M people in Brazil.
• UNH provides a broad range of healthcare products
alongside services that include HMOs; PPO; POS; and
managed free-for-service programs.

UNITEDHEALTH GROUP INC :
FIVE PS
• Product: It offers products via 2 platforms of business to
serving 70M customers in the US. UnitedHealthcare is a
Health Benefits platform serving an array of marketplaces
in distinct geographic areas/regions.
• Price: The Group offers an array of service with varying
prices for health care products or coverage provided by
the group. Price schemes stay independent upon coverage
type approved by clients.

UNITEDHEALTH GROUP INC :
FIVE PS Cont.
• Place: The Group is present in US and is serving key
market segments and in various locations.
• Promotion: The Group’s has a digital existence in social
sites accounts via Twitter, Facebook, YouTube, RSS, and
LinkedIn.
• People: The Group offers healthcare solutions to nearly
70M individuals in the US.

CVS HEALTH CORP:
Overview
• CVS joined the ranks of the global largest health care concerns
with its 2018 merger with the Aetna, Inc., health insurer.
• This deal allows the newly merged organization to provide a
wide array of traditional, voluntary, and consumer-oriented
health insurance products and associated services.
• The healthcare segment of Aetna offers POS, HMOs, PPOs
alongside indemnity benefits products to about 40M members
as of late 2018.

CVS HEALTH CORP:
FIVE PS
• Product: It is a medical and pharmacy services
organization. Its product range is all-daily use consumer
items primarily comprising of pharmacy products. Its
pharmacy exponential growth is premised on the US
booming healthcare sector.
• Price: It utilizes a range of management pricing tools to
reduce pricing in its marketing mix and hence pose a big
challenge to rivals.

CVS HEALTH CORP:
FIVE PS Cont.
• Place: It has more than 9600 store locations with a large
network of 2700 retail pharmacists alongside 73,000 pharmacy
technicians on the toes to offer services to clients in need.
• Promotion: CVS has a huge brand image in United States hence
marketing alongside branding the image is a big responsibility.
CVS is known for its affordable pricing and costing.
• People: It has many salespersons, staff, and managers, alongside
pharmaceuticals that forms a large organization.

CIGNA CORPORATION:
Overview
• The Cigna Corp is amongst the biggest investor-owned
worker benefits organization in the United States.
• It provides POS, PPOs, and HMOs to millions of clients
across the sixteen states.
• It is amongst the market leaders in commercial
independently funded fee market that is where much
growth shall arise for the big-group insurance segment.

CIGNA CORPORATION:
FIVE PS
• Product: It sells products using five wide categories with each
serving unique product lines.
• All products get sold under “Cigna Corporation” as brand name.
• It sells products with varieties allowing customers to choose
product of their own choosing.
• Price: Pricing strategy is a competitive-based because data on
rivals is available easily as a result of a big number of rivals
existing in this industry (Kemp, Bui, Krishen, Homer & LaTour,
2017).

CIGNA CORPORATION:
FIVE PS Cont.
• Place: It sells products via two marketing channels. It sells straight
to clients via online website and indirectly to wholesalers who sells to
retailers located in the United States
• Promotion: It utilizes multiple media channels to promote products.
It utilizes traditional media including advertisement on radio and TVs.
• People: It has people who work under its sales team and playing a
key role in marketing efforts. They are trained in persuasive
technique and show respect to business clients considering their
preferences.

References
• Fortenberry Jr, J. L., & McGoldrick, P. J. (2016). Internal marketing: A pathway
for healthcare facilities to improve the patient experience. International
Journal of Healthcare Management, 9(1), 28-33.
• Hahn, C., Slager, D., & Harris, K. (2014). U.S. Patent No. 8,874,460.
Washington, DC: U.S. Patent and Trademark Office.
• Hyder, A. S., & Fregidou-Malama, M. (2018). Is context important in
healthcare marketing?: A comparison between developed and emerging
markets. In Networks in Context, The 8th meeting of the IMP Group in Asia
and 34th meeting of IMP Group, Jetwing Blue, Negombo Beach, Sri Lanka,
2nd-5th December 2018. (pp. 17-17). Industrial Marketing and Purchasing
Group.

Refernces Cont.
• Kemp, E., Bui, M., Krishen, A., Homer, P. M., & LaTour, M.
S. (2017). Understanding the power of hope and empathy
in healthcare marketing. Journal of Consumer
Marketing, 34(2), 85-95.
• Merz, M. Y. (2015). Message Framing in Healthcare
Marketing. In Ideas in Marketing: Finding the New and
Polishing the Old (pp. 691-691). Springer, Cham.