Note: Please help me to answer this discussion question. It's from my Healthcare Management Marketing class. Thanks

Details:

How are you going to communicate the service you plan to market? Where do you plan on marketing? Provide some information on your Marketing Mix found between 740 - 743.

Here is some information:

Marketing found between 740-743

Marketing Mix-Place

• What Is It?

-This describes the location and distribution of your service or product. You should provide a complete description of how and where you plan to have people access your service or product (if this is a new service proposal or a restructuring of how your clinical services are to be delivered) or how a cost-saving proposal affects the delivery of service.

• Why Is This Information Important?

-You must match your distribution strategy to the access preferences of your target market (client needs) be they referral preferences or other buyers (EAPs, industry, consumers, etc.).

-Obviously, in a regulatory laden industry, these constraints must also be considered.

• Where Do I Conduct My Research? (for New Business Proposals)

Through:

-Competitive analysis

-Primary researchclients (and families), referrers, regulators --- -Secondary data sources

PLACE

• What Do I Include?

Where and how will the service be deliveredlocation, hours, technology utilized? What is the mix of fixed asset, digital, and hybrid?

What are the costs associated with this manner of distribution?

What is the marketing importance or advantage of the location?

Does the location or distribution approach provide any competitive advantages?

Are there exit issues with this distribution strategy?

• What Is It?

This is a complete description of how and where you plan to price or cost your service (if this is a new service proposal) or, with a restructuring, how existing clinical services are to be delivered with a specification of a cost-savings proposal.

• Issues to Consider

-How price sensitive is the market? (Shifts to Health Savings Accounts (HSAs)? High-deductible health plans?)

-Are buyers exerting power for price changes or demands? Center of excellence trends? Reference pricing approaches occurring in the marketplace?

-Is price a basis of differentiation or competition?

-Will the competition react? Is their scale different?

-Is there perceived value in higher price?

Useful Websites for Financial Calculators:

Break-even calculator:

www.bplans.com/business_calculators/break_even_calculator

Cash flow calculator:

www.bplans.com/business_calculators/cash_flow_calculator

Berkowitz, Eric N.. Essentials of Health Care Marketing (p. 740- 743). Jones & Bartlett Learning. Kindle Edition.