Analysis of Marketing in Health and Social Care: A Detailed Essay

This essay examines the application of strategic marketing within the health and social care context, focusing on two UK-based organizations: The General Healthcare Group and Four Seasons Healthcare. It analyzes diverse marketing strategies employed in the healthcare industry, emphasizing digital marketing trends such as content creation, SEO optimization, patient portals, and social media engagement, including the use of videos and chatbots. The essay also details the process of organizing marketing efforts, including target marketing, competitive analysis, SWOT analysis, SMART goals, budgeting, and marketing systems. Furthermore, it highlights the role of marketing in decision-making, particularly in enhancing consumer loyalty and revenue generation. The analysis covers both online and offline marketing techniques, including healthcare campaigns and user experience improvements to create strong consumer-company relationships. The essay underscores the importance of understanding consumer behavior and adapting marketing strategies to meet the evolving needs of healthcare service users.

Running head: SOCIOLOGY
Sociology
Name of Student
Name of the University
Author Note

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Task 1: Essay
The General Healthcare Group is a healthcare as well as social care organization located
at UK. The organization is a leading provider of independent healthcare service in UK. The four
Seasons healthcare refers to an independent provider of health as well as social care services
located in UK. The organization was highly popular in UK and owns the Huntercombe Group,
which is a provider of brain injury as well as mental healthcare rehabilitation. Considering the
fact that that the healthcare industry of UK has become highly competitive, it is crucial to
conduct proper application of strategic marketing in order to gain consumer loyalty and enhance
the revenue. In this essay, analysis of several marketing strategies that are applied in the
healthcare social care context, how the two mentioned organization can organize marketing and
the role of marketing in decision making in health and social care organisations will be
performed.
In this paragraph, the marketing performed in various health and social care contexts has
been analyzed. According to Battersby (2016), the marketing techniques of the healthcare
industry are quite different from that of the other industries. One of the chief reasons behind this
is that the healthcare is organized as well as delivered as a community. One of the chief
marketing trends that is currently used by the healthcare organization includes rise in the
engagement as well as awareness o the healthcare service users. In this era of internet, health
care service users are more likely to research as well as browse heath information online before
making major decisions. This can be considered as a major opportunity for the health care
service providing organizations like four Seasons and the general healthcare group to focus their
marketing efforts digitally. Consequently, a good number of health and social care organizations
have focused creating engaging contents a well as enhancing the search engine optimization

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along with increasing their presence in popular social media platforms. Campbell et al. (2015)
have pointed out improvement as well as investment in the portals of the patients as a major
marketing technique that are being used by the health and social care giving organizations in UK.
The portals for patients are expected to revamp since healthcare comapnies are looking for
marketing methods for enhanced care outside the traditional settings. More user-friendly portals
are likely to be formed by the management as high tech consumer oriented companies are
entering the market. Portals used by organizations now a days allows the same to view test
results, immunization as well as medical history. According to Donetto (2015) more than 30
percent patients are found to prioritize technological advancement of their portal compared to the
user friendliness of the same. 89 percent patients are found to provide excellent remarks on the
portals of the healthcare organizations who provides a highly user friendly experience.
Voice driven SEO is considered as another major marketing technique that are being used
by a good number of organizations in the UK healthcare industry. According to Lægreid et al.
(2016) more than 2000 billion searches per month is performed by voice and 20 percent of them
are conducted through voice. In order to stay ahead in the mentioned industry as well as to gain
competitive advantages, both the General Healthcare group as well as the Four Seasons Group
needs to adopt their SEO strategies focusing on the users’ languages, users’ voice as well as
location of the users. Content plays another major part when it comes to attract healthcare service
users towards the organization. According to a recent survey, approximately 36 percent of the
market strategy makers believe that content marketing imposes the largest impact on the
consumers. Health care content has been found to be the second most searched for service
online. Since a good number of individuals are found to seek healthcare information it is highly
crucial for the organizations to capture those searches with the help of relevant as well as unique

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content. Both the two mentioned organization need to focus on the major questions of the patents
and address their points in order to create a valuable content. Finally, social engagement is
another vastly used marketing techniques which possess the potential to enhance the consumer
loyalty of the organizations. With technological advancement, marketing through social media
has got changed a lot. In the medical world, the social media marketing trend is chiefly driven by
changing attitude as well as preferences of the consumers. Patients are found to seek information
through social media s that a more informed decision can be made. Some of the major
promotional techniques that can be used by the two mentioned organizations include promoting
through videos and chatbots. Crating videos where specific healthcare issues are being discussed
with doctors attracts consumers towards the organization. According to Morris and Polese (2016)
video traffic will be 83 percent of all consumer Internet traffic by the year 2021, up from 73
percent in 2016. When it comes to chatbots, a good number of healthcare organizations are
found to have incorporated this tool as their market strategy in 2017. The chat bots can be
considered as the future of consumer experience since they possess the potential to replace
search windows. Chat bots possess the potentiality to provide the medical practices the
opportunity to communicate quickly with the potential consumers in a way that feels personal
and specific to their requirements. Not only this, the mentioned tool also allows the management
of the healthcare organizations to understand the specific needs of the consumers and provide the
services based on their specific needs. Majority of the healthcare organizations are found to lack
efficiently when it comes to client communication systems. A good number of them are found to
have a FAQ section on their website in order to cover the enquiries healthcare service users may
possess. This technique is highly limiting and a good number of patient are found to get frustated
since they are lacking information that they need specifically. Chat bots, on contrary are highly

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interactive since answers are obtained quickly as well as efficiently, which in turn saves the time
and money of phone calls. Thus the two mentioned healthcare organization can use a
combination of chat bots and massaging in order to enhance quality of their patient service and
loyalty of the same.
Greenhalgh and Fahy (2015) argued that User experience possess the capacity to build a
string consumer–company relationship. More than 11 percent of the visitor believes hospital or
health system possess the capacity to create positive as well as negative impression about the
brand on the minds of the same. Healthcare service users are comparing healthcare websites to
the most popular retail sites like Amazon and want to experience the same. Website design in
healthcare is about creating a better user experience of the patients. The seven factors that
determine the experiences off the consumers in the healthcare industry are usefulness, usability,
findable, credibility, desirability, accessibility and value. Therefore, in order to ensure the
satisfaction of the consumers, both the general healthcare and he Four Seasons healthcare
organization needs to enhance their usability. Torchia, Calabrò and Morner (2015) stated that
while online marketing techniques possess the potential to attract both local as well as global
consumers, offline marketing techniques like healthcare campaigns provides the consumers with
a hint of the efficiency with which the healthcare organizations work. In order to enhance their
consumer loyalty, both the organization should invest on sponsoring blood camps and
campaigns.
In this paragraph, the process that should be undertaken by both the healthcare organizations for
organizing marketing has been discussed. An effective market plan allows the marketers to
anticipate, assess, prepare as well as build a market where both the consumer loyalty as well as
the revenue is high. In order to organize their marketing techniques in an efficient way the

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following critical elements needs to be followed by the two organizations. They are target
marketing, competition analysis, SWOT analysis, SMART goals, Strategies and tactics, creating
marketing budgets and marketing systems. Target marketing is all about establishing target
consumers. According to researchers, the budget of the healthcare organizations gains most
efficiency when the correct consumers to be served are determined by the management. Both
The general and Four Season healthcare organizations needs to determine which consumer base
they wants to serve based on the health and social care facilities provided by the them. For
instance, the Four Seasons organization needs to concentrate on the healthcare service users with
psychological disabilities in order to enhance their newly built mental healthcare department. In
order to practice target marketing, it is highly crucial for the management to gather as much
information possible about the potential consumers. The four category areas that need to be
analyzed for collecting information are geographic, demographics, psychographics and
behaviours of the consumer base. Consumers are attracted towards the health services of an
organization chiefly focusing on the life improvement benefits that includes pain relief, abilities,
productivity, confidence, appearance, personal relationships and peace of mind.
Levy and Patz (2015) stated that in order to obtain success it is highly crucial for the
management of the healthcare organizations to assess the strategies developed and followed by
the competitors in order to gain competitive advantages. This helps the management to develop
proactive plans for staying ahead of the competition. The three type of competitive research
which can be used by the organization in order to understand the strategies used by the existing
competitors includes internet competitive research, media competitive research, ear-to-the
ground Competitive research. The internet competitive research will help the organizations
understand the basic benefits and facilities their potential competitors in order to gain consumer

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loyalty. These information can be found through Google browsing, the official pages of the
competitors, along with several scholarly articles. When it comes to media analysis of the
competitors it includes studying the local media for obtaining competitor’s information. For
instance, through yellow pages advertising and the size of advertisements, marketers often decide
the brand equity of their competitors. The last competitor analysis tool is generally used in order
to gather information about the competitors through surveys and interviews with the help of
effective personals. Information gathered about the competitors should be followed by analyzing
them. Effective analysis of the strategies taken by the competitor possess the potential to help the
company to develop decisive plan of action that can keep the organizations at the top of the
healthcare industry,
The third step that should be taken by the two organizations for organizing its marketing
techniques is to understand its own strengths, weaknesses, opportunities and treats with the help
of SWOT Analysis. Conducting SWOT analysis will not only help the organization to get a vivid
understanding of its own potentials as well as loopholes that needs to be eradicated but will also
help the same to understand the opportunities in the target market which can help it enhance its
revenue. The knowledge of potential threats that can be faced by the company will enable it to
develop strategies to prevent or eradicate the issues.
In order to organize its marketing techniques in an effective way, both the healthcare
organizations needs to develop smart goals so that the ultimate aim established by the same an be
achieved. The objectives that are to be set by both the organization needs to be specific,
measurable, achievable, relevant and tangible. In order to gain brand equity and enhancement in
revenue, both long term as well as short term goals needs to be set and achieved by the
healthcare organizations.

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In order to organize effective marketing plan, it is highly crucial for the healthcare organizations
to create budget models. A good number of budget models are available in the market and the
budget models should always be selected on the basis of marketing strategies and techniques.
When it comes to effective decision making, the information obtained about the consumers,
competitors and employees during conducting marketing is highly crucial. A good research
mechanism is crucial and does not depend on the size and consumer base of an organization.
Research is highly crucial for staying competitive in the market. According to Mcdermott et al.
(2015) the existence of an adequate information system that possess the potential to secure data
acquisition, analysis as well as transformation of data into useful information is considered to be
an essential condition for a company to function in an effective manner. In order to gain success,
healthcare organizations should be flexible in marketing enough to adapt to the changes which
are borough by alterations in the business environment. Reports that are provided to the top
management, majority of the time contains valuable information on both consumers as well as
employee’s preferences. Management uses this information to decide the best strategy. Initial
research is highly necessary to determine whether getting into a specific healthcare department
would be profitable or not and whether the demand for the proposed products will be able to
draw consumers in the long run or not.
Task 2: Report
Introduction
When it comes to health care in the United Kingdom, it can be considered as a devolved
matter with Northern Ireland, Scotland and Wales and England. Each of the mentioned states
possesses their publicly funded healthcare systems. However, the healthcare organizations are

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accountable to separate government as well as parliaments together. The Four Seasons
Healthcare refers to an independent provider of health as well as social care services located in
UK. The organization was highly popular in UK and owns the Huntercombe Group, which is a
provider of brain injury as well as mental healthcare rehabilitation. In this report, the critical
analysis of the internal and external environment of the health and social care organisation will
be performed. Along with that, evaluation of methods used to collect market research
information in health and social care organisations will also be performed in this report.
External environment
It is highly crucial to analyze the external environment of an organization in order to keep
the business ahead of the competition and analyze the specific requirements of the competitors.
In order to analyze the External analysis of the Four Seasons Healthcare organization, PESTLE
Analysis of the healthcare industry in UK has been performed in the following paragraphs.
Political Factor
The instability in the political environment in the country is highly influencing the health
and social care sectors of the nation. A new coalition government has been set up by the
government in order to curt down public spending in UK. A large scale of contract is getting
renegotiated in order to reduce cost as well as scope. Along with this, change in drug importing
policies along with frequent strike held by healthcare service providers for issues like salary
irregularities as well as political issues is adversely affecting the health and social care industry
of the nation. Policy of share service is being emphasized by the government which means that
in the following years IT services will be provided across several healthcare organizations and
two millions of the residents of the nation. For instance, The Health Informatics Service (THIS)’,

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which is based at Calderdale and Huddersfield NHSFT, is demonstrating interested in partnering
with CSC in some way, but is also talking to other private sector organizations.
Economic factor
The economy of the nation is yet to be recovered from recession and hence the appetite
for large government IT contact is found to be less in the UK healthcare industry. However
according to Stamatakis, Weiler and Ioannidis (2013), it can be considered as one of the effective
methods of producing efficient savings. The imminent ‘Information Strategy’ from the DH is
likely to stress this. A good number of trusts of the nation are desperately trying to control the
investment costs. According to estimation, by the year 2019, the he total health IT spend in
England will reach £3 billion by 2016, a 12% increase from 2015 levels. A huge number of
healthcare and social care organizations possessing legacy system which needs to be replaced in
the near future. Hence, there prevails a huge potential demand fr modern technological systems
in the mentioned industry.
Social factor
Like a good number of developed country, the population of the united kingdom is aging.
According to researchers, the aging population of a nation is directly proportional to increased
need of health and social care. Along with this, the country ids also suffering from several long
term conditions like obesity, diabetes as well as Alzheimer diseases which points out the need of
both physical as well as mental healthcare. From the part of the government, there prevails
overwhelming desire of providing integrated care (Lefebvre 2013). This includes the integration
of care delivery that is comprised of co-ordination of home and self-care, efficient scheduling of

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care and others. Multi-resource scheduling like Ultragenda, could play an important part here. In
a nutshell, the demand for healthcare and social care sectors in the UK healthcare sector is high.
Technological factor
Being a developed country, The United kingdom is highly advanced technologically. The
government is able to provide 24 hours internet and transportation service to the consumers
which indeed impose positive impact on the healthcare industry of the nation. However when it
comes to usage of modern technologies in the healthcare departments of the nation,
implementation of modern technologies is highly required in order to cope up with the increased
number of consumers of the mentioned industry (Lobstein et al. 2015). The government of the
nation is working upon developing better business intelligence which is highly required for the
data repository of some sort to allow analysis and manipulation of data.
Legal Factor
When it comes to the legal factor of the mentioned healthcare industry, introducing
medical device legislation as well as clinical safety directives has helped solving several issues in
the industry. Not only has this, the selling policies and laws also allowed the organizations to sell
consultancy. In the UK, DH directives carry the weight of statute. Healthcare regulators like the
Monitor and Care Quality commission require a good deal of information in order to license
health care service providers.
Environmental Factor
In order to prevent any kinds of environmental degradation taking place due to the healthcare
industry of UK, the federal government of the nation have implemented several rules and

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regulations. For instance the “Green’ It agenda has been adopted by the government which is
comprised of political imperatives like QIPP some of which can only be achieved electronically.
According to researchers, other political imperatives will be highly difficult to perform without
electrical systems. Besides that, in order to save trees. Document management in the healthcare
industry is also encouraged to be done electronically with the help of ePDF, mobile solutions and
telemedicine applications like eMEDIlink.
Internal environment
While analysis of external environment will help the company to understand the specific
requirements of the consumers and the condition of the competitors in the mentioned industry,
internal analysis will help the Four Seasons healthcare organization to understand its own
strength, weaknesses, threats as well as opportunities in the mentioned industry. In the following
paragraph, SWOT Analysis of the mentioned industry has been performed in order to have a
better understanding of its internal environment.
Strengths
1. One of the major strengths of the company is its local reorganization. The organization is
a highly well-known healthcare home in UK.
2. The emergency service as well as accident service in the organization is uniquely
beneficial.
3. The fact that there is continual monitoring of waiting lists is proof that the demand
outstrips supply (Gilmore et al. 2013).
4. The company was established in the year 1996 and is continuously expanding its business
in UK.

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5. The Four Seasons Healthcare organization has a good local presence. The total number of
location where outlets of this organization is present in UK is 440.
Weaknesses
1. Considering the fact that the demand for medication and social work practices are
increasing in UK, the organization is failing to meet the demand of its target consumers.
2. The technology used by the company needs to be upgraded in order to cope up with the
increasing demand for healthcare as well as social facilities (Stamatakis, Weiler and
Ioannidis 2013).
3. The supply chain of the organization needs to be improved in order to deal with the
increasing demand for services.
Opportunities
1. In order to provide the consumers with excellent healthcare as well as social care
facilities, it is highly crucial for the organization to implement modernized technologies.
2. The private investment of the company should also be increased (Sah et al. 2013).
Threats
1. The high stuff turnover due to salary related issues is imposing negative impact on the
performance as well as reputation of the company.
2. Image of the organization is also getting affected due to the work of contractors.
3. Some of its major competitors like NHS possess superior access to the distribution
channel.
Evolution of methods used to collect market research information in health and social care

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Market research refers to the process of collecting information about the target audience
or a target market. The fundamental job of market research is to provide an organization or a
business association with an inside and out perspective of the clients or purchasers so as to have
the capacity to fulfil their necessities in a better way. The procedure of market research is
essential to provide the marketers with the capacity to contend with different players in a similar
industry and breaks down things like market size, rivalry and market needs.
In order to collect data about both external and internal environments of the healthcare
organization, market researchers generally takes the help of both primary and secondary market
research techniques. Primary market research refers to a sort of statistical research that is
conducted by the managers or management consultants of a healthcare organization itself with
the target of collecting data that can be utilized to enhance the items, administrations, and
capacities. This type of market research is also called field research since research is done from
the scratch, without utilizing any information that is made accessible through different sources
(Moodie et al. 2013). One can assemble essential information or data with the help of subjective
research techniques just as quantitative research strategies. Essential primary research is the most
widely recognized sort of a statistical surveying technique and is additionally the most profitable
one. It is a technique that just answers explicit inquiries and not unessential issues. Primary
market research generally includes focus groups, survey and questionnaires, in-depth interviews
and others.
Contrary to primary research, secondary market research is an examination method that
does not expect to accumulate data from the scratch but rather depends on officially accessible
data from various sources. This process of research includes information or data that was
gathered by other individuals and is accessible for either free or paid use for other people.

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Secondary market research considers a wide range of sources for gathering of data including
government information, office information, papers, magazines, the web, and so on (Cooter and
Pickstone 2013). One of the advantages of doing secondary market research includes it low cost
and takes very limited amount of time. In order to gather internal information for secondary
market research for healthcare organization, researchers generally depends on balance sheets,
profit and loss statements, and sales figure and inventory records. For collecting information
about external environment of the organizations, data is generally collected from government
resources, internet as well as from scholarly articles.
Evolution of the importance of marketing planning in health and social care organisations
In this era of high competition, marketing plan helps healthcare organizations to develop
products as well as services that possess the potential to meet the demand of the consumers.
Effective marketing in the healthcare industry helps the consumers to understand the specific
health and social care services provided by the organization and thus enhance the consumer
loyalty of the same. According to Konstantinides et al. (2014), a good marketing plan helps the
company to reach their target audience along with boosting their consumer base and ultimately
resulting in increment of their bottom line. Lu, Lin and Tzeng (2013) stated that one of the major
benefits that can be evidenced by the management of the healthcare home while conducting
market plan understands the services and products that can make their business unique in the
healthcare industry. For instance the emergency service provided to the healthcare service users
has gained reorganization due to their excellent service.
The distinction between a successful as well as a unsuccessful market plan could be the
contrast between a witting or unwitting marketing process. The means and significance of the

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elaboration of a effective market planning includes analyzing the organization’s image and
mission, Market Analysis, Positioning, Marketing Mix and implementation of the Final strategic
marketing plan. Macleod et al. (2014) argued one of the major reason behind marketing planning
in the UK health care industry is budget. Marketing professionals often have to sell company
leaders on the importance of allocating significant resources to the marketing budget. In a careful
marketing plan, marketing experts spread out the fundamental spending plan and assets expected
to finish the targets expressed. The arrangement enables the management to exhibit what is
expected to achieve with the financial backing, making it feasible for administrators to assess the
potential profit for the speculation of market dollars. The promoting plan is a basic record that
corresponds with the strategic plan of the healthcare organizations. Having a marketing plan
enables the management of the organization to create and screen desires for other useful zones.
For instance, if a healthcare organization have conducted market plan for sales growth,
organization pioneers may need to increase deals staff in stores to help produce more deals. If
increased consumer benefit is a strategy to enhance maintenance and dependability, the
organization may apportion assets to prepare and create more grounded client administration and
provide support to the team members (Williams et al. 2014).
Conclusion
From the above discussion, it can be concluded that that the four seasons healthcare home
needs to implement specific marketing strategies in order to maintain as well as enhance their
market value and consumer loyalty in UK. Technological development is highly crucial and
should be implemented in near future in order to deal with the increasing demand for both health
and social care service of the organization. Finally, it can be said that by implementing effective

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marketing plan, the organization is expected to grab a significant position in the UK healthcare
industry.

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