Module 3

Module 3
Traditional Marketing
INFO 6119 – Healthcare Marketing and Reporting

Professor Graf
What is Marketing
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.
Questions for discussion/review
▸ How do we define value?
▸ What role do the determinants of health play in this?
▸ What are the key values/Principles of the Canadian Healthcare System?
Social and Economic Determinants of Health
Determinants of health are the broad range of personal, social, economic and environmental
factors that determine individual and population health. The main determinants of health include:
Income and social status Healthy behaviours
Employment and working conditions Access to health services
Education and literacyBiology and genetic endowment
Childhood experiences Gender
Physical environments Race / Racism
Social supports and coping skills Culture
Social determinants of health a specific group of social and economic factors within the broader
determinants of health. These relate to an individual's place in society, such as income, education
or employment. Experiences of discrimination, racism and historical trauma are important social
determinants of health for certain groups such as Indigenous Peoples, and LGBTQ
The Five Canada Health Act Principles Provide for:
Public Administration: The provincial and territorial plans must be administered and operated
on a non profit basis by a public authority accountable to the provincial or territorial government.
Comprehensiveness: The provincial and territorial plans must insure all medically necessary
services provided by hospitals, medical practitioners and dentists working within a hospital
setting.
Universality: The provincial and territorial plans must entitle all insured persons to health
insurance coverage on uniform terms and conditions.
Accessibility: The provincial and territorial plans must provide all insured persons reasonable
access to medically necessary hospital and physician services without financial or other barriers.
Portability: The provincial and territorial plans must cover all insured persons when they move
to another province or territory within Canada and when they travel abroad. The provinces and
territories have some limits on coverage for services provided outside Canada, and may require
prior approval for non-emergency services delivered outside their jurisdiction.
Types of Marketing
Influencer Marketing - Focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities
around these individuals to drive a brand message to the larger market.
• A brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to
get the word out on their behalf.
Relationship Marketing - strategies and tactics for segmenting consumers to build loyalty.
• Leverages database marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs.
Viral Marketing - facilitates and encourages people to pass along a marketing message.
Green Marketing - the development and marketing of products that are presumed to be environmentally safe (i.e., designed to minimize
negative effects on the physical environment or to improve its quality).
• Efforts to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.
Keyword Marketing - placing a marketing message in front of users based on the specific keywords and phrases they are using to search.
• A key advantage of this method is that it gives marketers the ability to reach the right people with the right message at the right time.
For many marketers, keyword marketing results in the placement of an ad when certain keywords are entered.
• Note that in SEO, this term refers to achieving top placement in the search results themselves.
Guerilla Marketing - an unconventional and creative marketing strategy intended to get maximum results from minimal resources.
The Four “P”s of Marketing
4 Ps of Marketing
Product - a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use, usually a mix
of tangible and intangible forms.
may be an idea, a physical entity (goods), or a service, or any combination of the three. It exists for the purpose of
exchange in the satisfaction of individual and organizational objectives.
Price - the formal ratio that indicates the quantity of money, goods, or services needed to acquire a given quantity
of goods or services; the amount a customer must pay to acquire a product.
Place (or Distribution) - the act of marketing and carrying products to consumers. It is also used to describe the
extent of market coverage for a given product.
In the 4 Ps, distribution is represented by place or placement.
Promotion - tactics that encourage short-term purchase, influence trial and quantity of purchase, and are very
measurable in volume, share and profit ( coupons, sweepstakes, rebates, premiums, special packaging, cause-
related marketing and licensing).
So What?
We know:
▸ Marketing in Canadian Healthcare is strictly regulated and
monitored by the Government – significant consequences upon
transgression!
▸ When considering “marketing”, think more about client/community
engagement, assessing community need, and creating/enhancing
capacity within your healthcare sphere of influence
▸ So, how can you market your clinic’s services?
Marketing in Canadian Healthcare - Programs
• Social Marketing – techniques used to benefit society in general
• Health Promotion - tobacco cessation, weight management, alcohol intake
management, teen pregnancy, healthy eating, diabetes/lipid management,
• Injury Prevention – Related Behavioural Issues: drinking and driving,
suicide prevention, domestic violence, fall prevention, poison control
• Environmental Protection – Related Behavioural Issues: waste reduction,
water conservation, air pollution, etc.
• Community Mobilization – Related Behavioural Issues: organ donation,
blood donation, literacy, etc.
How Do You Reach Out to the Community?
Depends on the region (remote, rural, sub-urban, urban)
Depends on the demographic
Depends on the message
Depends on the target audience
Depends on the needs of the population (social responsibility to improve health and
wellness)
Cast a wide net – ideally, community members will hear the same message over multiple
media
Being on “send” is not the end of your work! You must constantly be on “receive” to harvest
the experiences of your clients – why does this matter? So what??
Next Module – Internet Marketing

Module 3 - Traditional Marketing - Lecture

Uploaded by

Copyright:

Available Formats

Module 3 - Traditional Marketing - Lecture

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Module 3 - Traditional Marketing - Lecture

Uploaded by

Copyright:

Available Formats

INFO 6119 – Healthcare Marketing and Reporting

You might also like