Health Care Marketing Issues

Paper Summary:

This paper discusses the transition of health care into a recognized competitive market. It describes how this has caused there to be many good and bad changes to health care as whole. The paper focuses on, foremost, the evolution of marketing in health care. It describes the issues that health care marketing must address in order to entice the consumer.

From the Paper:

"The resulting awareness, that has brought some serious public health enemies to the forefront of the consumers mind must be bolstered by the health care delivery system, through its own "social marketing" as it applies to everything from opportunities to access complementary medicine, to a refocused attention on preventative medicine expressing healthy lifestyle changes in a positive light, rather than in the traditional manner that admonishes the individual for making bad choices through scare tactics and unhealthy pattern viewing.
"In conclusion, to meet the need of any health care institution through marketing one must establish a base that reflects the desires of the "market voice" not simply the stakeholders. The balance between the current technology and advancement must be made to remain a leading power in health care and marketing must introduce the consumer to changes that have already occurred and drive changes that will occur in the future."

Sample of Sources Used:

• Broken Health Care System. (2004, September 19). The Washington Times, p. B03.
• Fox, D. M., & Ludden, J. M. (1998). Living but Not Dying by the Market: Recent Changes in Health Care. Daedalus, 127(4), 137.
• Glaser, W. A. (1991). Health Insurance in Practice: International Variations in Financing, Benefits, and Problems. San Francisco: Jossey-Bass Publishers.
• Heirich, M. (1998). Rethinking Health Care: Innovation and Change in America. Boulder, CO: Westview Press.
• Herzlinger, R. (1994, Spring). The Quiet Health Care Revolution. Public Interest 72.

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