Applying The 4 Ps In Health Marketing

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Applying The 4 Ps In Health Marketing

  1. 1. Applying the 4 P’s in Health Marketing Michael Stellefson Doctoral Student Department of Health and Kinesiology Texas A&M University
  2. 3. 4 P’s of the Marketing Mix <ul><li>Product </li></ul><ul><li>Place (Distribution) </li></ul><ul><li>Promotion </li></ul><ul><li>Price </li></ul>
  3. 4. Marketing Mix <ul><li>Product </li></ul><ul><ul><li>Refers to the actual program you are planning </li></ul></ul><ul><ul><li>Goal is to develop the best product with the resources available </li></ul></ul>
  4. 5. Marketing Mix <ul><li>Price </li></ul><ul><ul><li>Social and External Prices vs. Monetary Cost </li></ul></ul><ul><ul><li>Monetary Cost </li></ul></ul><ul><ul><ul><li>Who are the clients? </li></ul></ul></ul><ul><ul><ul><li>What is their ability to pay? </li></ul></ul></ul><ul><ul><ul><li>Is the program covered under an insurance program? </li></ul></ul></ul><ul><ul><ul><li>What is the demand for the program? </li></ul></ul></ul><ul><ul><li>Money making for organization? </li></ul></ul><ul><ul><li>Benefits/barriers for clients? </li></ul></ul>
  5. 6. Marketing Mix <ul><li>Place/Distribution </li></ul><ul><ul><li>Best place to offer program </li></ul></ul><ul><ul><li>Best time to offer program </li></ul></ul><ul><ul><li>Through what channels are we distributing program </li></ul></ul><ul><ul><li>Competitive advantage lies in distribution </li></ul></ul>
  6. 8. Marketing Mix <ul><li>Promotion </li></ul><ul><ul><li>Deals with communication that program planners use to attract those in the target population to become involved in a program </li></ul></ul><ul><ul><li>Informative and Persuasive </li></ul></ul><ul><ul><li>Creative title </li></ul></ul><ul><ul><ul><li>Headline mentality </li></ul></ul></ul>
  7. 9. Marketing Mix <ul><li>Promotion </li></ul><ul><ul><li>Useful Techniques in Promotion </li></ul></ul><ul><ul><ul><li>Providing incentives for people to become involved </li></ul></ul></ul><ul><ul><ul><li>Gaining the endorsement of key people in an organization/community (related to distribution) </li></ul></ul></ul><ul><ul><ul><li>Distributing mailbox or door-to-door summaries </li></ul></ul></ul><ul><ul><ul><li>Making a personal contact with an individual </li></ul></ul></ul><ul><ul><ul><li>Setting up a mentoring program where someone already in the program works with a beginner </li></ul></ul></ul><ul><ul><ul><li>A special kick-off, countdown, ribbon-cutting, or health event to get a program started </li></ul></ul></ul>
  8. 10. Examples of 4 P’s in Action <ul><li>Traditional Marketing (New Coke Product) </li></ul><ul><ul><li>Product – new drink </li></ul></ul><ul><ul><li>Price – reduced price during introduction </li></ul></ul><ul><ul><li>Place – widely distributed in all stores </li></ul></ul><ul><ul><li>Promotion – ads on TV and in magazines </li></ul></ul><ul><li>Health Marketing (New HIV Testing Kit) </li></ul><ul><ul><li>Product – new kit released from manufacturer </li></ul></ul><ul><ul><li>Price – free for trial use </li></ul></ul><ul><ul><li>Place – distributed through health departments </li></ul></ul><ul><ul><li>Promotion – national media outlets; medical journals </li></ul></ul>
  9. 12. 4 P’s of Marketing are Essential <ul><li>We have come to believe that the Four Ps are boring, because we are only truly doing anything about Promotion (Andreasen, 1994). </li></ul><ul><li>Stop stressing awareness, acceptance, and knowledge before figuring out what new services people need, what benefits they want, and what barriers you can make easier to overcome. Marketing is about programs, not posters. (Andreasen, 1994). </li></ul>
  10. 13. Planning a Marketing Strategy <ul><li>Establish goals and objectives </li></ul><ul><li>Research </li></ul><ul><li>Delineate priority audience </li></ul><ul><li>Determine budget capacity </li></ul><ul><li>You vs. Competition (establish your niche) </li></ul><ul><li>Determine selling points </li></ul><ul><li>Develop a promotional plan </li></ul><ul><li>Establish tracking methods </li></ul><ul><li>Evaluate and recycle </li></ul>
  11. 14. Market Research <ul><li>The systematic gathering, recording and analyzing of data about the problems relating to the marketing of good and services. </li></ul>
  12. 15. Why Do Market Research? <ul><li>Conducting effective marketing research allows the social marketer to understand the ecological factors that impact behavior </li></ul><ul><ul><li>Essential to crafting a fully rounded marketing mix. </li></ul></ul>
  13. 16. Marketing & Needs Assessment <ul><li>On what days of the week would you like the program offered? </li></ul><ul><li>At what time of the day would you like the programs offered? </li></ul><ul><li>How much would you be willing to pay to attend the program? </li></ul><ul><li>What type of HP programs would you participate in if they offered in the community? </li></ul><ul><li>What might be the best way to notify you of future programs? </li></ul><ul><li>Do you think other members of your family would like to attend these programs? If yes, which members? </li></ul>
  14. 17. Market Segmentation <ul><li>Taking what has been learned about a target market and devising specific programs and services that specifically address the various wants and needs of subgroups within priority populations </li></ul><ul><li>Program managers segment target markets wherever feasible and devise budgets and strategies that are specifically adapted to the characteristics of each defined segment </li></ul><ul><li>Goals </li></ul><ul><ul><li>Define homogenous subgroups for message and product design purposes </li></ul></ul><ul><ul><li>Identify segments that will target distribution and communication channel strategies </li></ul></ul>
  15. 18. Choosing a Target Market <ul><li>Define the market </li></ul><ul><li>Segment the market </li></ul><ul><li>Analyze each segment </li></ul><ul><li>Develop profiles of resulting segments </li></ul><ul><li>Develop measure of segment attractiveness </li></ul><ul><li>Select the target market you want to reach </li></ul><ul><li>Develop marketing mix for each target market </li></ul>
  16. 19. Getting Positioned <ul><li>Position - image or niche that a distinctive product or service has in the marketplace resulting from </li></ul><ul><ul><li>1) meeting specific needs identified during a comprehensive needs assessment and </li></ul></ul><ul><ul><li>2) providing a unique product or service to a unique group of people </li></ul></ul><ul><li>Do quality work </li></ul><ul><li>Distribute tailored newsletters,materials, etc. </li></ul><ul><li>Stay ahead of the competition </li></ul><ul><li>Create satisfied consumers </li></ul><ul><li>Work with leaders </li></ul>
  17. 20. Model for Understanding Consumer Behavior <ul><li>Transtheoretical Model (Prochaska & DiClemente, 1984) </li></ul><ul><ul><ul><li>Precontemplation </li></ul></ul></ul><ul><ul><ul><li>Contemplation </li></ul></ul></ul><ul><ul><ul><li>Preparation </li></ul></ul></ul><ul><ul><ul><li>Action </li></ul></ul></ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul><ul><li>Helps in product development </li></ul>
  18. 21. Precontemplation <ul><li>The Social Marketing challenge is to make the target population aware of the new behavioral possibility and show that proposed behaviors are: </li></ul><ul><ul><ul><li>Not against the values of their society </li></ul></ul></ul><ul><ul><ul><li>That behavior change can improve quality of life </li></ul></ul></ul>
  19. 22. Contemplation to Action <ul><li>Must understand health behavior theory </li></ul><ul><li>Realize how individuals contemplate taking action </li></ul><ul><li>Marketing a new behavior inevitably means de-marketing an old behavior (Kotler and Levy, 1971) </li></ul>
  20. 23. Maintenance <ul><li>Recognize that social marketing programs face direct and indirect competition for the target consumer’s behavioral choices. </li></ul><ul><li>A great many social marketing behaviors are not intrinsically rewarding (Graeff, Elder & Booth, 1993). </li></ul><ul><ul><li>Must try to use rewards and incentives when possible </li></ul></ul>
  21. 24. Summary of Health Marketing <ul><li>Bottom line is behavior change, not providing information or changing attitudes. </li></ul><ul><li>Health marketing programs must be consumer driven </li></ul><ul><li>Carry out formative listening </li></ul><ul><li>Use models and theory to understand consumer behavior </li></ul><ul><li>Target consumers are not all the same so segmenting markets will improve program effectiveness and efficiency </li></ul><ul><li>To maintain new behavioral patterns, consumers must be reinforced and rewarded </li></ul>

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