When developing a marketing plan, it is important to understand that healthcare consumers differ from consumers in other markets. One of the most significant distinctions is that healthcare consumers are often not the ones to select the purchasing products or services. Instead, doctors or other healthcare providers decide what services or products consumers need. This means that when marketing in healthcare, organizations should consider both the consumer and the provider. A pharmaceutical company will be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.

1. 1. Identify individual and industry-based consumers for the prescription drug product in the scenario.
2. 2. Consider buying behaviors and characteristics of these consumers.

References

Berkowitz, E. N. (2022). Essentials of Health Care Marketing. Burlington, MA: Jones & Bartlett Learning.

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Individual Consumers Individual consumers for the prescription drug product in this scenario would include patients who suffer from allergies and requ... View the full answer