Strategic Marketing: Application in Health and Social Care Context

This assignment explores the application of strategic marketing in health and social care organizations. It discusses branding as a recognizable identity that offers security to healthcare service users, the components of marketing communications such as advertising, personal selling, discounts, promotions, and public relations. Furthermore, it covers the implementation of marketing communications campaigns, emphasizing the identification of marketing communications, developing a plan, and understanding consumers for decision-making. The document references academic sources to support its analysis of strategic marketing within the health and social care sector.

Healthcare

Role of branding in Healthcare
organization
Branding can be considered as a
recognizable identity that offers security to
the healthcare service users (Gilmore et al.
2013)
Effective branding generates high returns
and growths.
Attract and retain top talents that include
nurses, physicians and healthcare
professions.
Branding instill trust and reassurance.

Main components of marketing
communications in health and social care
Advertising: Advertising refers to all messages
a organization pays to deliver through a
medium in order to reach a targeted audience
Personal Selling: It includes marketing through
distribution channels (Greenhalgh and 2015).
Discounts and Promotions: sales promotions
actually include offering a discounted price to
a consumers.
Public Relations: It includes brand exposure
through television and news papers.

Implementation of marketing
communications campaigns in health and
social care
Identifying different
marketing communications
Developing an effective
marketing communication
plan
Understanding the
consumers for decision
making process
(Konstantinides et al.
2014)
Implementing the
marketing communication
plan

Reference List
Gilmore, A.B., Tavakoly, B., Taylor, G. and Reed, H., 2013.
Understanding tobacco industry pricing strategy and whether it
undermines tobacco tax policy: the example of the UK cigarette
market. Addiction, 108(7), pp.1317-1326.
Greenhalgh, T. and Fahy, N., 2015. Research impact in the
community-based health sciences: an analysis of 162 case
studies from the 2014 UK Research Excellence Framework. BMC
medicine, 13(1), pp.232.
Konstantinides, S.V., Torbicki, A., Agnelli, G., Danchin, N.,
Fitzmaurice, D., Galiè, N., Gibbs, J.S.R., Huisman, M.V., Humbert,
M. and Kucher, N., 2014. ESC Guidelines on the diagnosis and
management of acute pulmonary embolism: The Task Force for
the Diagnosis and Management of Acute Pulmonary Embolism of
the European Society of Cardiology (ESC) Endorsed by the
European Respiratory Society (ERS). European heart
journal, 35(43), pp.3033-3073.