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Seminar in Advanced Marketing
The concept of Healthcare Marketing
Final Paper Draft
Shadi Shehadeh
California Miramar University
Dr. Raef Assaf
July 26, 2022
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Table of Contents
Abstract …………………………………………………………………………………………………………………………. 3
Key Words …………………………………………………………………………………………………………………….. 3
The concept of Healthcare Marketing………………………………………………………………………………… 4
Introduction ……………………………………………………………………………………………………………………. 4
Literature Review……………………………………………………………………………………………………………. 5
The Emergence of Marketing in Healthcare ……………………………………………………………….. 5
Review of Existing Literature …………………………………………………………………………………….. 6
Method ………………………………………………………………………………………………………………………….. 8
Research Design Overview …………………………………………………………………………………………. 8
Researchers Description …………………………………………………………………………………………….. 8
Sources of Collection ………………………………………………………………………………………………….. 8
Analysis …………………………………………………………………………………………………………………….. 9
Data Analysis Strategy ……………………………………………………………………………………………….. 9
Methodological Integrity ……………………………………………………………………………………………. 9
Findings/results ………………………………………………………………………………………………………………. 9
Discussions ………………………………………………………………………………………………………………….. 10
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Abstract
This research is about the emergence of marketing in healthcare. The dynamic evolution of
marketing has inevitably impacted almost all the healthcare systems across the globe, generating
significant changes and making healthcare marketing an indispensable element of health brands.
The research has been divided into several sections. The first section contains an introduction and
background concerning the topic of study, and the second section has a literature review that
involves secondary data from past studies concerning the emergence of marketing in healthcare.
The third section contains the methodology adopted in the research, and the last section involves
findings and discussions concerning the collected data.
Key Words
Healthcare Marketing, Emergence, Evolution, Healthcare Industry, Digital platforms, Strategies
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The concept of Healthcare Marketing
Introduction
The dynamic evolution of technology has inevitably impacted almost all the healthcare systems
across the globe, generating significant changes and making healthcare marketing an indispensable
element of health brands (Kay, 2017). Researchers have argued that healthcare marketing is a
relatively new phenomenon that has become a major factor in the healthcare industry (Kumar et
al., 2014). Significant changes in customer expectations, attitudes, and healthcare policies within
the healthcare sector are the key factors promoting marketing growth within the healthcare
industry. It has been revealed that policy changes in the healthcare industry were promoted in the
West, where the healthcare sector is organized (Kemp et al., 2017). Therefore, it helped to
engender the relevance of healthcare services, service delivery, and the final consumers within the
sector. Also, the commoners’ approach toward healthcare has transformed through awareness and
education (Lemanski & Villegas, 2018). Their determination to minimize costs enabled them to
dig deeper into the marketing policies, including the health benefits and insurance plans (Rooney,
2009).
Social media has slowly helped to enhance how individuals feel regarding authenticity and
transparency, resulting in more productive innovations and discussions concerning an individual’s
health (Ben Ayed & El Aoud, 2017). Several scholars have agreed that the emergence of marketing
in healthcare has helped expand the patient practice base, promoted relevant medical services, and
facilitated the patient’s experience at the practice, among many others (Agarwal et al., 2020).
Therefore, the emergence of marketing in healthcare has evolved and become an efficient process
of identifying creative ways to engage with patients wherever they are on the patient care
continuum (Renu, 2021).
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Literature Review
The Emergence of Marketing in Healthcare
Since their start, healthcare organizations have been seen as suppliers of an essential social service
that consumers (patients) will always use. Health care is a fundamental necessity; unwell people
will seek a location to obtain treatment (Çağlıyor et al., 2022). However, after marketing growth
in the 1970s, healthcare marketing started to get more attention. Kotler and Levy postulated in
1969 that the marketing notion could not be restricted to for-profit organizations alone (Balogun
& Ogunnaike, 2017). Thus, organizations that seemed to be primarily devoted to social concerns
started to use commercial strategies in their operations.
Bulatnikov & Constantin (2021) show that before 1970 healthcare organizations did not employ
marketing professionals or have a marketing department. They believed their primary purpose was
to offer treatment and preventative, so only those in need would enter their facility. It also took a
significant amount of time for researchers to consider the subject of healthcare marketing (Balogun
& Ogunnaike, 2017). 1980 was the year that saw the debut of the very first magazine dedicated to
the publication of studies on healthcare marketing (Butt et al., 2019). However, the number of
studies and publications has increased dramatically during the previous ten to fifteen years. From
the hospital management to the pharmaceutical sector to patient and medical client consumer
behavior is currently being examined, according to Ben & El Aoud (2017).
Health care organizations are now beginning to take health marketing seriously after a long time
without doing so. Healthcare services have been the fastest-growing component of the global
service business during the last four decades (ElKish, 2021). However, many in the academic
community still maintain that the healthcare business does not need marketing techniques.
(Purcarea (2019) provided an in-depth analysis of the arguments raised by detractors, most of
which focus on the practice of increasing costs to patients’ bills following consultations.
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Review of Existing Literature
Research investigating the effects of marketing methods or strategies in healthcare systems has
significantly grown. However, they do not offer information on the most effective marketing
strategies to yield maximum advantage (Valkov & Stancheva, 2020). Much of the previous
research has concentrated on measuring some marketing strategies’ impact on patients and
physicians directly involved in medical products and services. Akopova et al. (2020) note that the
primary factor differentiating the marketing of various healthcare services is the demand for such
services. Besides, the marketing campaign may not be aimed toward the recipient because the
physician selects where, how much, and when a particular service is supplied.
Healthcare marketing has become essential for all health-related companies and will
continue to do so in the future (Akopova et al., 2020). Healthcare professionals can take advantage
of the wealth of continuously developing opportunities. Purcarea (2019) believes that as other
businesses’ philosophies and marketing strategies are inapplicable to the healthcare industry,
healthcare services need a unique approach and possess unique characteristics. He continues to
state that an in-depth analysis of the requirements of the patients, the identification of latent wants,
and the provision of new health services and products that consumers or patients have not explicitly
asked for are all essential components of an efficient marketing strategy (Al-Weshah).
Previous studies have shown that marketing significantly affects patients’ empowerment.
Marketing concepts, tactics, and activities, such as segmentation, formative research, competitive
analysis, the marketing mix, targeting, and positioning, secure this position (Akopova et al., 2020).
According to Ben & El Aoud (2017), healthcare marketing also has a crucial role in empowering
patients. They described it as a process by which individuals acquire more control over choices
and activities influencing their health. Empowerment allows people to enhance their well-being
and health by developing abilities to attain healthy decisions and actions and control things that
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may impact their lives. Research reveals that the consumer empowerment process is mirrored by
the customer’s capacity to acquire, share and comprehend information related to treatment options,
disease risk, and health choices (Ben, 2017). Hence, the stimuli and perceived incentives such as
marketing campaigns and awareness are favorable to improving consumer empowerment.
Marketing in healthcare does not benefit only the consumers (patients) but also physicians.
For example, Jawaid & Ahmed (2018) argue that physicians who can prescribe the medicines are
the primary focus of pharmaceutical marketing; the purpose of pharmaceutical marketing is to
persuade a licensed expert to promote or suggest a service or product for final consumer usage,
unlike marketing in other industries that concentrate directly on the end user. Pharmaceutical
companies face intense competition since doctors’ time is scarce (Purcarea, 2019). Workshops,
digital sampling, and e-detailing are just a few new methods pharmaceutical marketers may use to
better connect with their target customers.
Jawaid & Ahmed (2018) states that digital media is essential in healthcare marketing in the
same way it is a crucial part of life. Although digital interaction between patients and physicians
is limited, marketing through these platforms allows for patients’ high availability (Valkov &
Stancheva, 2020). Research shows that the pharmaceutical sector is transitioning from
conventional marketing methods to digital marketing. This is partly because of how simple it is to
communicate with end users, how little time and effort it takes to participate, and how costeffective it is (Firestone et al., 2017). In addition, doctors have become more interested in using
social media and other digital tools due to digital marketing.
People may easily interact socially and exchange information thanks to the widespread
usage of social media. Patients, doctors, and hospitals interact differently and effectively as a result
(Akopova et al., 2020). For instance, WHO’s Twitter handles have thousands of followers, and
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their feed is constantly updated with a wide range of healthcare information (Rydback & Hyder,
2018). Besides, approximately half of the UK’s public utilizes Facebook to communicate about
health issues and seek health information (Ali & Anwar, 2021). Facebook and LinkedIn are among
the most popular tools used by European health organizations for interaction. People in the United
States make a disproportionately high percentage of their internet searches for health-related
information online (Jawaid & Ahmed, 2018). Though widely used, there is no evidence showing
the effectiveness of digital platforms in healthcare marketing. My research, therefore, seeks to
close these gaps by researching the most effective healthcare marketing strategies that can yield
maximum advantage.
Method
Research Design Overview
A research design refers to a framework concerning the research techniques and methods selected
by the researcher to conduct a research study. In this study, the researcher has used secondary
research by solely focusing on existing data during the research process. This design involves
organizing and analyzing data samples to reach a valid research conclusion.
Researchers Description
This is a secondary research study aiming to analyze secondary data concerning the emergence of
marketing in healthcare. The researcher has focused on the history of marketing in healthcare, how
it was implemented, how it is used in the healthcare industry, the benefits, techniques, and some
of the challenges encountered after its emergence.
Sources of Collection
This research involves synthesizing the already existing data sourced from the approved sources.
These sources include; peer-reviewed journals, textbooks from the school library, and government
publications. To be able to collect the relevant information relating to the topic of study, the
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researcher used keywords such as “healthcare marketing, marketing in healthcare, benefits of
marketing in healthcare, and healthcare marketing strategies.”
Analysis
The researcher has analyzed secondary data collected in the literature review. Analysis has been
done through comparing arguments, results and conclusions of other research materials that relate
to the research topic.
Data Analysis Strategy
The researcher analyzed secondary data by comparing past research studies conducted by other
researchers. The researcher has compared past studies’ arguments, observations, findings, and
conclusions.
Methodological Integrity
The researcher obtained secondary data from articles, books, and government publications that had
been granted permission for further use and analysis. Also, the researcher has acknowledged the
ownership of the original data by citing the sources and providing a reference list. Secondary data
for this research study is adequate, relevant, accurate, and not excessive.
Findings/results
Based on the data collected through the literature review, the evolution of healthcare marketing
has greatly impacted all healthcare systems across the globe. This has resulted in significant
changes in the industry. The emergence of marketing in healthcare has helped to increase the
patient practice base, facilitated patient experience, and promoted important medical services.
Also, most healthcare organizations across the globe use healthcare marketing since it has been
proved to be an efficient way of identifying creative strategies to interact and engage with patients
wherever they are on the patient care continuum. Healthcare marketing significantly affects
patients’ empowerment through marketing techniques and marketing activities. Through
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healthcare marketing, consumers such as patients get more control over choices as well as activities
that affect their individual health. Generally, empowerment allows individuals to facilitate their
well-being by creating abilities to make healthy decisions and control factors that may influence
their lives. The most effective healthcare marketing strategies include engaging with social media,
creating healthcare content, and use of digital interactions.
Discussions
Healthcare marketing does not only impact the consumers, i.e., patients, but also the physicians at
large. Based on the results, marketing in healthcare is basically used to convince licensed experts
to promote a product or service for final consumer usage. Digital media plays a crucial role in
facilitating healthcare marketing. Healthcare marketing through digital interaction between the
healthcare practitioners and patients facilitates the availability of the patients. Healthcare
marketing, despite several limitations, has enhanced communication between the healthcare
industry and the end users. Patients are now empowered since they can control factors that may
influence their health. Therefore, healthcare organizations are encouraged to embrace healthcare
marketing to enhance the digital interaction between patients and physicians.
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References
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for a new era of value-centered marketing in healthcare. Journal of the Academy of
Marketing Science, 48(1), 9-23.
Akopova, E. S., Borzenko, K. V., Przhedetsky, Y. V., & Przhedetskaya, N. V. (2020). Marketing
of healthcare organizations: technologies of public-private partnership. IAP.
Ali, B. J., & Anwar, G. (2021). The Effect of Marketing Culture Aspects of Healthcare Care on
Marketing Creativity. Ali, BJ, & Anwar, G.(2021). The Effect of Marketing Culture Aspects
of Healthcare Care on Marketing Creativity. International Journal of English Literature
and Social Sciences, 6(2), 171-182.
Al-Weshah, G. A. International Journal of Pharmaceutical and Healthcare Marketing.
Balogun, B. A., & Ogunnaike, O. O. (2017). Healthcare Organisations in a global marketplace: a
Systematic Review of the literature on healthcare marketing. J Market Management
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Ben Ayed, M., & El Aoud, N. (2017). Patient empowerment: A promising concept in healthcare
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Bulatnikov, V., & Constantin, C. P. (2021). Systematic Analysis of Literature on the Marketing of
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Çağlıyor, S., Tosun, P., & Uray, N. (2022). Communicating Value in Healthcare Marketing from
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HEALTHCARE

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