At the beginning of the last century, in many countries (including Russia), there was a need for active use of marketing tools in almost all areas of activity. This, of course, applied to medicine. What makes healthcare marketing stand out? What are its main principles, features and functions here? We will understand these and related issues in this article.
Healthcare industry
To deal with marketing in healthcare, let's imagine the medical field in an unusual format. In the role of industry. What we get here:
- Industry participants. There are two categories. The first is individual entrepreneurs manufacturing, selling pharmaceuticals, medical equipment, as well as private practitioners and commercial medical centers. The second category combines a wider sector. Such as: manufacturers of medical services and goods, equipment, information support, factories producing pharmaceuticals, specialized media and Internet resources, clinics, hospitals, motels, dispensaries.
- State. These are institutions providing medical education, various bodies for the supervision of the activities of the health service, medical research institutes, medical institutions, organizations providing medical insurance.
- Patients. People who are consumers of health services.
The healthcare industry is extremely voluminous. It includes various funds, communications, logistics, transport, trade, dissemination of information, procurement of raw materials, education, repair, maintenance and much more.
The healthcare industry is not only organizations that provide medical services. This is also the whole set of enterprises, which provides these institutions with medicines, equipment. These are medical universities, research institutes, and supervisory authorities, and consultants in pharmacies, and specialized information portals.
What is it?
Marketing in healthcare is a system of methods, principles and measures that are based on a systematic study of consumer requests (in this case, the patient) and the targeted formation of the proposal by representatives of the medical industry.
In this case, marketing can be divided into several areas:
- Medicines
- Medical services.
- Medical technology.
- Medical technology.
- Scientific ideas in this field.
Features of marketing in medicine
Until now, many believe that marketing in the field of healthcare is impossible, that this is a purely commercial term. But this is not his only focus.
We must not forget about non-profit marketing, which is carried out by those individuals and organizations that act in the public interest, without trying to get only financial profit. The purpose of their work is the satisfaction of the needs of the organization’s customers, the creation of its positive image. Often, a successful non-profit campaign is associated with high cash costs, not profit.
What are the features of management and marketing in healthcare? The trend is that non-profit organizations serve those segments that are not interesting to commercial firms. As a rule, due to insignificant profit. A great example: the provision of medical services to the population in a remote, inaccessible rural area. There will be no private medical centers, only a state hospital.
Social variety
Today, social marketing in the healthcare system is gaining in popularity. His main idea is to present the social problem in such a way that its solution is effective both from the side of public utility and commercial gain. At the same time, not only the company itself but also its customers are connected to the activity.
What are the uses of social marketing in healthcare? Regarding the Russian Federation, the following can be distinguished:
- Disease Prevention Moreover, this does not include simply informing the population about the consequences of a particular infection or pathology. The main thing here is to develop the need for every citizen to be healthy, to maintain this state by all means.
- Formation of new patient flows to treatment and prevention organizations, as well as optimization of existing ones.
- Reducing the incidence of dangerous infections that are transmitted sexually. First of all - HIV, syphilis. If this area of social marketing is successful, then this achievement will significantly improve the quality of health of the population of the Russian Federation.
Main functions
What is the main function of marketing in healthcare? This is the provision of all necessary resources for the normal implementation of medical, sanitary, medical, health, diagnostic and preventive processes.
Also, marketing in healthcare should guarantee the following functions:
- Providing citizens with medical services and medical supplies.
- Formation of a medical community with its own principles and principles.
- Strives for the scientific knowledge of diseases, scientific methods for their treatment and prevention.
Thus, medical staff, medical, diagnostic, and preventive institutions should direct their work to satisfy patients who want to restore and strengthen their health. At the same time, the state satisfies public interests in the field of healthcare, and private medicine is aimed at clients whose financial situation allows them to pay for medical services independently.
Medical services
The modern concept of marketing in healthcare is most conveniently considered in this example.
First we decide on the concept. Medical services - a product whose value to the consumer is determined by the ability to satisfy the needs of his personal health. A method that helps solve problems associated with poor health.
Medical services are a fairly wide segment. To have a complete picture of him, it is worth turning to a detailed classification:
- The nature. Diagnostic, organizational, expert, medical, statistical, rehabilitation, combined services.
- By areas of the health system. Outpatient, inpatient, sanitary-hygienic, outpatient, epidemiological services.
- According to the level of medical care. Qualified, specialized, medical, pre-medical.
- In intensity. Planned, fast, urgent.
- By invasiveness. Invasive and non-invasive.
- By qualification of the service provider. High, medium, low.
- By technology. High-tech, routine.
- Compliance with the standard. Relevant and inappropriate. The latter category is further subdivided into: reasonably, unreasonably, erroneously not complying with the standard.
- By the deadlines for achieving the final results. Stacking and not stacking on time.
- According to legal norms. Relevant, inappropriate, negligent and erroneous.
When planning marketing activities, it is important for a specialist to know this classification. Moreover, not only to the marketer, but also to the organizer of the system, manager, expert of the insurance company. Given the specifics of each of the types of medical services, it is much more efficient to build their activities.
Medical Services Marketing
In this case, the main task of marketing in health care is the formation of motivation among the population to strengthen their own health, an appropriate lifestyle, creating an attractive image of a person who has chosen a healthy lifestyle.
Medical services is an area of activity that includes tangible effects on the human body. Among all classes of services (according to the classification of Lovelock), it will always be in demand. Along with catering establishments, sports clubs, beauty salons, passenger transport, hairdressers. The task of marketers is to be able to properly manage this demand.
The main characteristics of medical services
We continue to consider the basics of healthcare management. Marketing activities in the field of medical services necessarily take into account their four main characteristics:
- Intangibility.
- Inconsistent quality.
- Inseparability from the source.
- Non-preservation.
Accordingly, the task of the marketer is to overcome these properties. Let's consider it in more detail.
Intangibility
Medical services can’t be seen, tasted, felt and so on. Therefore, the patient cannot know in advance the results of diagnosis and treatment. It is important for him to be confident in the quality of these services. The conclusion is made on the basis of the impression of the location of the center, the cost of services, staff qualifications, and the state of the art equipment.
A service provider can increase the tangibility of a product in the following ways:
- To focus on the benefits of the client when ordering a medical service in this particular center, to provide its detailed writing.
- Approve brand names for your own services.
- To attract a celebrity, an opinion leader, to popularize his center.
Inseparability from the source
Services are instantly provided and consumed. They cannot be separated from the source, be it human or machine. The health worker is thus part of the service. The surgeon will not be able to perform the operation without the presence of the patient. Other consumers are also involved. For example, it’s so great to spoil the mood of the queue.
You can overcome this limitation like this:
- Work simultaneously with numerous groups of patients.
- Accelerate the quality of their activities.
- Attract a greater number of service providers - medical workers.
Inconstancy of quality
Much depends on the human factor: the doctor is extremely polite with some patient, he communicates dryly with another. A novice specialist may not provide the service as quickly as an experienced one. The quality of the patient also affects. For example, if he does not sit calmly on the dental chair, he constantly twists and starts.
What is the relevance of applying the concept of marketing in healthcare here? This is the adoption of measures that can overcome this property of the service:
- Allocate funds to attract highly qualified specialists to work.
- Monitor the quality of patient satisfaction (same complaint book).
- Mechanize the process of providing medical services.
Nonconservation
The service cannot be stored until better times. This feature is very negative in the face of volatile demand. For example, in the summer, many patients are passionate about their summer cottages, traveling. Demand for medical care is falling.
The marketer saves the situation by stimulating him: introduces profitable promotions, discounts on services during the period of their not particularly relevant.
Healthcare marketing is not an innovation, but a tribute to the times. Marketing technologies today help bring medicine to a new level, stimulate patients' interest in their health, and improve the quality of medical services.