Discussion
- What marketing challenges would arise should a major health care provider drop a service that is socially popular but economically unprofitable?
- What marketing strategy could be put in place to minimize negative perception by the community?
Responses
Student Response 1
ROCKY R
My example of this is La Casa school based health clinics, the marketing challenges that should arise if they dropped a service of seeing children k-12 at school based health clinics. The school based health clinics are unprofitable and are funded by state and local government The marketing challenges could be that people who benefit from the services do not get the care they need and they have no-where else to go and the people of the state would see the company as unstable and lose trust in the company. The company would also lose out on state funding that they could potentially be used on other resources. The main marketing challenge that see is that funding and profitability.
The marketing strategy that could be put in place to minimize negative perception by the community would be to first conduct a SWOT analysis and then understand who the target audience would be develop goals in SMART format, and lastly understand the budget and what is needed minimize the negative perception of the community. In the example above the marketing strategy that would be most used is a SWOT analysis to develop a action plan on how to minimize negative perception in the community.
Student Response 2
QUINESSA H
If a major health care provider were to drop a service(s) that is not performing well within their market, they will be met with a variety of issues. Many of these issues take into account (and directly affect) a member or clients social determinants of health (SDOH). If the service was socially popular, the provider should be taking a look at why it was performing so well. We live in a world where social media is reaching populations whose SDOH needs impede their ability to reach and/or receive care. So was it the digital media content, the ease of accessibility in one region versus others, or simply put—do members trust you? The Robles (2020) site provides that digital underinvestment, and lack of member trust and complex marketing structure are all reasons that healthcare providers struggle to target audiences. Some of the strategies that may be helpful to minimize negative appearance, attitude or feelings include providing more options to members, such as better urgent care coverage and dedicated 24/7 nurse line, as suggest by Modern Healthcare (2020).
Greene, J. (1996-2020). Modern Healthcare. Retrieved from https://www.modernhealthcare.com/article/2
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