Download Handouts For practical training course " Health Economics " for

Handouts
For practical training course " Health Economics " for residents of Schools of Public
Health TTA
5 - Subject: Marketing Basics Health .
There are more than 2000 different formulations and op ¬ tain marketing. There are 3 aspects to
the concept of marketing , with corresponding names :
- Active ( operational marketing );
- Analytical ( strategic marketing );
- Ideological ( way of thinking ) .
The whole concept of marketing is based on those theory of individual choice, coming from the
received priority consumer. Therefore, make ting is a social expression and translation into
operational terms the principles of management, Bldgvinutyh in classical economics back in
1776 IOM Adam Smith.
According to them, based on a market economy only based on the following components:
- People tend to get a reward from life.
- Compensation is determined by individual preferences, whiles the economic system ply
realistic and should respect the diversity of tastes and preferences.
- The presence of free and competitive exchange that helps to achieve the intended sang well.
- The mechanisms of market economy based on the principles of individual foundations and
priority for summer.
Starting from the basic principles of the market economy only all at 3 areas of marketing actions:
- Consumer marketing;
- Industrial marketing;
- Social marketing.
In our opinion, one of the most successful marketing is the following definitions.
"Marketing - a social process aimed at satisfaction of the needs and desires of people and
organizations by providing freedoms competitive exchange of goods and services that represent
value for the customer ."
Marketing activity originated with the advent of exchange, but the systematic formation of
principles of marketing began at the turn of the XIX-XX centuries. Originating in the United
States as one of the areas of economic research and management practices, marketing was
considered save quall one of the most important elements of a market economy.
American scientists R. Tedlow and J. Jones in 1993 identified three phases in the
development of chronic technology marketing in the United States . In later works R. Tedlow
methyl transition from the 4th phase of marketing development - phase strategic brand Thing.
Other authors on the basis of the objective laws of the market economy, you shared such
stages in the evolution of marketing: 1st - from the end of XIX century to the Great Depression
of 1929-1933 . , When the dominant factor priority torus acted production, 2nd - from mid- 30’s
to the mid 80 - is of the last century, when the determining factors were orientation Ms goods
and services, and then focus on the customer, third - from the end of the 80s of the last century Strategic Marketing, which was directed combination of consideration for the interests of
producers, consumers and society as a whole properties.
Several scientists explain the evolution of stages in the marketing objective factors of
reproductive characte.
The first factor - a gradual increase in the degree of maturity of the market , strengthen in it
and start regulating the emergence of the modern sociologic of oriented market economy. When
the effect of this factor orating marketing as one of the functions of control and become flexible
enough to respond adequately to the beginning of the situation of supply and demand.
The second factor - the existence of large cycles (longer wavelengths) economic conditions,
open ND Kondratyev (1925). Based on historical analysis of the rate of appearance of inventions
and innovations over the past 200 years, S. Marquette in 1982 concluded that they are manifested
waves having a predetermined shape and frequency : after wavering inventions certain time
interval followed but wave vovvedeny . Several other researchers (Pruden H., 1978 ; Bossier and
Huge, 1981) confirmed the idea ND Kondratieff that " before povyshatel ¬ every big wave cycle
, sometimes at the very beginning , there are significant changes in the conditions of economic
life of society . These changes of usually expressed significant technical inventions and
discoveries , profound changes machinery of production and exchange , changes in money
circulation, strengthening the role of the new countries in the world economic life and so on.
"Since the mid 80 -is of XX century, the world is in " povyshateltion " phase of a new big wave,
and these periods are usually much richer in major social upheavals in society ( revolutions, wars
) than periods of " downside " of the waves . Social trans formation in the former USSR and the
socialist countries of Eastern Europe, the unification of Germany and other facts support this
hypothesis.
Phases in the evolution of marketing as a coincide with the stages of market economic , a
hook and with periods of large waves, while at the beginning of "upward " periods of each of the
next big cycle , when the highest level of social change , there are new forms of marketing . In
the early 50 -ices of XX century, the question was raised about the use of social marketing
enology, and classical marketing tools have been used for the social orientation of the sphere of
production and services.
Based on objective analysis, some authors predict the emergence of yet more sophisticated
marketing concept , adapted to the new condiloviyam . In this case concludes that marketing as
government regulation, cannot eliminate the contradictions of the market economy, from replace
its cyclical nature , however, applying social marketing techniques , you can significantly reduce
the negative impact on economic cal and social spheres of society and thus minimize the
inevitable costs.
Some theorists have decided to expand the concept of the classic brand Thing, placing
greater emphasis on the social consequences of any economic cal activity. Thus, Ph. Kotler and
G. Zaltman proposed the concept of social marketing, according to which the objective is to
obtains needs, desires and interests of target markets and ensure their satisfaction through more
efficient and cost effective in relation to competitors , but at the same time maintain and improve
the well being of society ¬ and individual consumers . This concept is based on three research
Khodnev hypotheses:
1. Desires of consumers do not always coincide with their long-term interests themselves, as well
as the interests of society as a whole.
2 . Consumers prefer organizations that demonstrate genuine concern about satisfying their
desires and needs and their welfare, and the welfare of society as a whole.
3 . The main objective of the organization is to adapt to the target markets, thus ensuring not
only the satisfaction of desires and needs, but also individual and collective well-being in order
to attract and retain customers.
According to D. Wagga (1995) , social marketing - a concept bartended of classical
marketing tools , traditionally use Mykh for sale a variety of consumer goods, to try to change
the behavior in the desired direction of the target audience . Based on this definition division ,
there are several key components that should be included us to plan for the social marketing
campaign :
- Identification of needs ( needs) of the target audience ;
- Development of communications ;
- Pre-testing customers ( questionnaires, interviewsation );
- The campaign for promotion and advertising socially meaningful activities ;
- Analysis of the impact of the campaign to change the behavior of the Task audience.
For events social marketing emphasis should be placed on the last stage, which can be called
a special tool throughout the campaign, so as soon as we can at this stage but judge how effective
all the work carried out with the target audience.
By definition, J. Shewchuk ( 1992), Social Marketing in the broadest sense le - is selling
ideas , and more particularly - the creation , implementation and monitoring of programs
designed to influence social change . Based on my experience, the scientist also has to use
multiple methods and techniques of commercial marketing. The estimates of needs for the needs
of the target audience to market segmentation by cluster consumers. At the same time it
highlights two key points in the conduct of social marketing for any organization: plan and
tactics of social marketing activities should take place in an organized, but only gradually - " step
by step" .
Thus, the introduction of the idea, too, can offer to advance within the marketing system.
Almost any kind of marketing - this Marketing idea. If we are talking about the idea of a public
nature, such March kiting called public, or social (Kotler Ph., MindakW., 1978).
With this in mind, perhaps another definition of marketing: it develop, implementation and
monitoring of programs whose purpose - to achieve the perception of the target group of socially
significant ideas, motion or practice.
Thus, the ultimate goal of social marketing (as opposed to the classical class) - the long-term
well-being of consumers (individual and society as a whole), and not just to meet their shortterm needs.
For maximum effect in social make - Keating used :
1) market segmentation ;
2) study of consumers;
3) development plan promoting socially relevant ideas ;
4 ) Develop a plan , use of communications (general , selective , individual);
5 ) To establish techniques enable the introduction of ideas into practice ;
6 ) the use of incentives and methods of the theory of exchange.
The objectives of social marketing can be:
- The achievement of understanding the need to implement socially important ideas;
- A one-time incentive to action ;
- The desire to change behavioral habits ;
- Changing basic concepts that existed previously .
Stages of social marketing :
1 ) Formation of goals;
2) analysis of beliefs, attitudes , values, perceptions and behavioral manifestations , existing in
society;
3) analysis of the main factors affecting the achievement of the objective;
4) systematization of activities ( ideas) that will contribute to dos ¬ tizheniyu purpose;
5) assessment of options for communication and dissemination of the target market:
6 ) Develop a plan of marketing and service structure for its implementation ;
7) development of a technique for continuous assessment of progress and ¬ adoption of
corrective solutions.
For the perception of the essence of marketing, consider the following terms: needs,
demands , requests , product exchange transactions.
Need - a sense of perceived lack of a man anything. It may be physiological, social and personal
needs. If the need is not satisfying Vorenus , a person feels deprived and unhappy (e.g. , steam
iced patient care needs of another person ) .
Need - is a need to adopt a specific form corresponding dance with cultural level and personality
of the individual (e.g. , a patient man age feels the need for certain medications , etc.). Product
manufacturers are trying to forge a connection between what they produce, and the need mi
people.
Query - is the need , backed by purchasing power. Resources to meet the needs of limited, so
people will children choose the services or products that will bring him the most satisfying
Various within its financial capabilities (e.g. , a woman suffering giving lower limb venous
disease , can afford to buy , especially special treatment stockings , recommended by your doctor
).
All items that can meet the need of IPT need, and proposes is intact with the market
attracting attention , acquisition, use or consumption . In addition to the products and services
that can be places, organizations, activities and ideas. In a broad sense, the term "goods can
replace thread on " means of redress ", " offer " . In health care - it's medical services,
pharmaceutical products, techno energy treatment and claim
Transaction - commercial exchange of values between two parties. Transaction pre believes
there is at less than "; Mears , 2 values and significant facilities agreement concerted modalities
of its implementation , as well as the agreed time Sauveur sheniya and venue. Term" transaction
" is directly related to the concept of" market. "
At the present stage , there are certain approaches to achieve optimal balance between
supply and demand in service organizations .
Impact on demand via: 1) establishment of discounts at the time of lower demand , and, 2) the
deliberate cultivation demand in peril ode its fall ( so sanatorium began offering programs minivacation for the autumn -winter period ) 3 ) Introduction of pre-orders .
Possible impact on offer by: 1) attracting temporary employees during periods of peak
demand (e.g. , in case of need STI same sanatorium takes on additional temporary work by
honey sisters ), 2) establishing a special regime of work during maximum loading kid ; 3)
development of service programs jointly by several structures (in particular, treatment and
prevention ) .
Supply and demand in the health objectively depend on the power of medical institutions.
Small health facilities with a minimum range of services should stimulate demand in order to
take the staff and semi chit income. Major medical organizations with a wide range of services
should have a significant number of specialists developed auxiliarytional service. In conditions
of market relations LPU must increasingly make their own decisions on the following issues :
what medical services should be made , and in what quantity, when, where, ka Kiel technologies
should be used , what the staff and in what amount honors should be involved .
On the basis of the above concepts that characterize the essence of marketing, it can be
concluded that the marketing activities of agencies health care system ¬ is complex and
multifaceted. Since one of the main goals of any medical organization that produces the paid
services is increasing ion of sales and maximize profits , the question committed tense of
economic activity is fundamental in the management of production and marketing activities of
specific hospitals.
There are 5 conceptual approaches on which organizations can conduct their marketing
activities .
1. The concept of improving production .
This concept states that consumers will be sympathetic to those goods and services that are
widespread and affordable. In this regard, the efforts of management should be aimed at
perfection ion of production and increase the effectiveness of the distribution. Examples ion
concept instrumental in 2 situations: when the demand for a product or service exceeds supply
and the focus should be on finding sober contribute to increase the production cost of IPT when
goods or services are too high and must be reduced, which requires increased productivity .
2. Improving product concepts.
According to this concept, consumers will be supportive of the goods and services of the highest
quality, with the best performance properties and characteristics acteristics, and hence, the
energy producer should be concern Chen for their constant improvement.
For example, in the past, syringes, blood transfusion systems , needles and other medical
instruments used repeatedly , passing through repeat sterilization ; such a system satisfies both
patients and doctors. Today intensive spread of the AIDS virus shows ion of poor quality
services which are carried out obsolete medical instrument starrier and makes the medical
industry to pass on the issue of disposable syringes , needles and blood transfusion systems ,
since their use gives greater assurance that the virus AIDS does not happen .
3. The concept of intensification of commercial efforts.
Guided by this concept , managing economic activities of modern health care facilities should be
aware that consumers will not bathe for goods (services) organization in sufficient quantities , if
it does not take much effort in marketing and promotion.
4. The concept of target marketing.
This concept asserts that the key to the success of the organization is to identify the needs and
requirements of the target markets, ensuring ion the desired satisfaction more effectively and
efficiently, than competitors’ ways.
Guided by the concept of target marketing organization is into and coordinates all its activities
with the expectation of providing satisfying customer having agreed to give thanks to the
creation of profit and under holding customer satisfaction .
This concept should not be confused with the concept of intensification of commercial efforts.
5 . The concept of socio- ethical marketing .
Orientation, structure and most of the marketing techniques have boo Leila general in
nature and may well be used in the service sector in the Russian economy, in particular in the
production of health services, especially in the functioning of the MMI system.
Specificity of practical application of marketing in the Russian zdravooh injury following:
- The weakness of the competition of providers.
- Lack of production and delivery volumes of some IU ditsinskih services.
- Availability of non-economic market regulators (including criminal).
- Significant impact of distributive and redistributive relations in health care.
- Separation of resource potentials in terms of vertical decentralization and the role of the
Federation, as well as strengthening local self management, the introduction of OMC and the
emergence of new sources of funding.
- Insufficient perfect legislation.
- The monopoly on the production of certain types of services (especially expensive yaschih).
Need for practical marketing due to the fact that his methods and tools enable better
adapted to the conditions of the CMI system the social environment, and above all to the
requirements and demands of consumers. In a broad sense, he is capable of forming a rational
needs of consumers.
Marketing used in the health care system, it is necessary to pony mother more - namely, as the
concept of influence as a social technology. Thus, marketing has overcome its specific marketing
purpose and became a key feature in the management of public health safeguard.
Both commercial and non-profit marketing, consumers can:
- choose between different organizations offered services to since their benefits are different
from each other;
- Have different reasons for their choice (various consumer segments);
- Experience or satisfaction or dissatisfaction of the services received.
Marketing organizations are to realize their services, ideas, beliefs broad stratum of
consumers (or some segment). However, without financial support, no public benefit activities
must the cannot continue. Getting the same financial support is only possible through the
exchange. For non-profit organizations include various institutional agencies that have social
significance and usefulness. Among them are health care.
The main task for non-profit organizations promoting society ion significance and
usefulness of their activities. Creating favorable public opinion itself, healthcare organizations
can calculate the best financing in connection with the increase of provided services ditsinskih
IU ('conditions CHI LCA and paid services).
Organization of public opinion - is marketing management, re worn from the scope of the goods
or services on the level of public benefit activities sequences. To perform this test we must first
examine the needs for needs of tastes and references of the target audience, its technological
condition.
Specialists in the field of building, maintaining or changing public opinionstion must learn:
- Efficient use of the communication system;
- To form the desired image of the organization;
- Develop and implement programs that initially coincides with out the interests of society and
aimed at changing behavior repreteley target groups in the rganization.
Thus, the money in the non-profit organizations are present, but not in the form of profit, but as a
means to perform the tasks and their livelihoods.
CHECKLIST
1. What is marketing?
2. Why marketing activities is most developed in the XX century?
3. How can implement marketing activities HCI?
4. Describe the main conceptual approaches in marketing and briefly characterize suited blocked.
5. Why marketing activities is always a complex character?
6. What are the main prerequisites of marketing zdravoohranenii0
7. List the basic concepts, revealing the essence of marketing.
8. Name the five conceptual approaches on which organizations conduct their marketing
activities.
9. That includes market analysis?
10. What to consider when providing services to the market?
11. What sources of market information necessary to analyze the obtain future size of the
market?
12. What does it mean to choose a target market?
13. What are the signs used in market segmentation?
14. In what sequence being developed marketing mix '.
15. LPU as the process of the formation of market prices for their services boards née?
16. List the main stages of the advertising hospitals.
17. What problems are solved marketing services HCI?
TESTS
1. Choose the most complete definition of marketing in health care.
A) Marketing - a system of principles, methods and practices based on the complex nom study
consumer demand and purposeful formation of pre Proposition medical services to producers;
B) Marketing - a human activity aimed at satisfaction needs and requirements through the
exchange;
C) Marketing - is entrepreneurship, which manages the pro movement of goods and services
from producer to consumer or user;
D) Marketing - a comprehensive planning process regarding economic warping and production
management of health services, the price of poly tokay in the diagnostic and treatment process,
promotion of services (i.e. medical value of goods.
I) to consumers, as well as the implementation process.
In tasks 2-6 eliminate the wrong answer.
2. Basic concepts, reflecting the essence of marketing:
A) needs, requirements.
B) A request goods.
C) an Exchange Transaction.
D) market.
I) Performance.
3.. To make a voluntary exchange must comply with the following conditions ocnew:
A) Parties must have at least two.
B) Agreed time of the exchange.