Chapter 8, Marketing Strategies from Marketing Health Services by Thomas, 2015

1. Jenna Finnery, Luis Garcia, Victoria Gordon
CHAPTER 8:
Marketing Strategies

2. Three Takeaways
1. Strategy development is critical to an
organization’s success.
2. A marketing strategy should focus on a
specific target market or product/service
line.
3. Branding enables a customer to distinguish
your product from a competitor’s product.

3. Defining Strategy
The marketing strategy is reflected in the initiatives the organization applies to
target markets, the marketing mix it selects, and the marketing expenditures
for which it budgets.
A general approach taken to meet market challenges.

4. Strategy Development
Provides Direction Focus on one strategic option Differentiate the organization

5. Strategy Development
Unify the organization’s actionsChannel the organization Marshal the organization’s
resources

6. PROVIDE THE ORGANIZATION WITH A
COMPETITIVE EDGE.
JUST LIKE NIKE!
https://www.youtube.com/watch?v=4Uugz5Y7u6M&list=PLDAC24B779BBED703&index=3

7. Strategic Development Context
1. Strategic Planning

8. Strategy Development Context
2. Market Positioning
● Placement of where an
organization, or a product sits in
the mind of the consumers.
● Ex: Lindt Chocolates, Rush,
John H. Stroger Hospital

9. Strategy Development Context
3. Call to Action
• A statement that encourages
the audience to take initiative
regarding the good or service
being promoted.
• “Make an Appointment.”
• “Join Our Email List.”
• “Learn More.”
http://loyolamedicine.org

11. Strategic Planning Process

12. Goals vs. Objectives
1. Goals are the results
that an institution is
committed to
achieve.
a. Broad
b. Intangible
c. Abstract
d. Long-term
1. Objectives are the
steps that an
institution takes to
achieve those goals.
a. Specific
b. Tangible
c. Measurable
d. Mid to Short-term

13. Goal or Objective?
• Audi wants to capture maximum market
share.
• I want to achieve success in the field of
genetic research and do what no one
has ever done.
• Rush wants to capture 25% of the
market.

14. 1. SWOT Analysis
Selecting a Strategy
2. The 4 Ps
3. Product-Oriented
Strategies
4. Market-Oriented

15. SWOT Analysis
Weaknesses Opportunitie
s
ThreatsStrengths

16. The 4 Ps
1. Product
Strategy
2. Pricing Strategy
3. Place
Strategy 4. Promotional
Strategy

17. Product-Oriented Strategies
New ProductExisting Product
NewMarket
ExistingMarket
Diversification
Strategy
Market Penetration
Strategy
Market Development
Strategy
New Product
Strategy

18. Market-Oriented Strategies
Three
categories:The
Leader
Compete for the
Top
Maintain Your
Position

19. Market-Oriented Strategies
Leading Organizations:
● Dominance Strategy

20. Market-Oriented Strategies
● Frontal Attack Strategy
● Flanking Strategy
Competing for the
top:

21. Market-Oriented Strategies
Maintaining your
position:
● Second-Fiddle
Strategy
● Niche
Strategy

22. Brandin
g
3
1. What is a
Brand?
2. Brand Identity 3. Brand Image

23. Why Brand??

24. Corporate
Identity
Image
Branding

25. Corporate
Branding
❏ Planned
❏ Strategically
Focused
❏ Integrated
❏ Focus
❏ Leadership
❏ Clarity of
Purpose
❏ Motivation
for Success

26. Brand Association
Characteristics
Reason to buy
Quality
Benefits
Superior
Products
Promotions
Industry
Advertising
Word of Mouth
Competition
Effective Brand = Positive Attributes

27. Why is branding
useful?
Barriers for Health
Care Industry?
● Local
● Advertising
● Evaluation

28. Evaluating a
Brand: #1
Identifier??
Organizational
Performance!
Assess and Adjust!
Brand
Revitalization

29. Health Care
Retailers
Branding is Essential!
Consumer Model:
1. Decide what to brand!
2. Identify brand message
3. Communicate message
● Internal
● External
Clear
Consistent
Continuous

30. Chapter 8: Marketing Strategies
3 Takeaways:1. Strategy development is critical to an organization’s success.
2. A marketing strategy should focus on a
specific target market or product/service
line.
3. Branding enables a customer to distinguish
your product from a competitor’s product.

31. Questions?

32. Resources
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33. https://rushinperson.files.wordpress.com/2011/12/towerholidayimage.jpg
http://imgarcade.com/1/brand-positioning-examples/
http://loyolamedicine.org
http://www.hcrnetwork.com
https://www.luriechildrens.org/en-us/Pages/index.aspx
http://www.hopkinsmedicine.org
http://www.hss-inc.com/strategy-services/strategic-planning/execution
http://blog.jabbrag.com/wp-content/uploads/2012/12/fork-in-the-road.jpeg
http://cdn2.hubspot.net/hub/238/file-13152694-jpg/images/doors-options.jpg
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http://www.hisd.com/uploads/study-abroad-guide1.jpg
http://successfully-speaking.com/wp-content/uploads/2013/11/handshake1.jpg
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