Download marketing mix of proton beam radiation therapy

MARKETING MIX OF PROTON BEAM RADIATION THERAPY
Ade Adesida
Marketing Management
April 10, 2016
Benedictine University
Product
Proton beam therapy is the radiation treatment which is provided to the patients of cancer. It is
the latest technology that uses protons instead of x-rays to treat cancer and the tumors that are
there in different areas of the human body. The radiation of protons kills the cancer cells but also
can destroy the healthy cells as well. The X-rays had the adverse effect that is it causes damage
to all the parts of the body where the cancer of tumor will be affected. But in the technology of
proton beam radiation therapy, there is a beam that hits directly to the tumor. The beam is
controlled because it hits the affected area only and does not hurt the surrounding. The proton
beam therapy is used for treatment of cancer in the sensitive parts of the human body such as
brain, eyes, spinal cord etc.
The proton beam radiation therapy is also used for the treatment of children who are in the stage
of development of tissues. It is also helpful in the treatment of cancer in the central nervous
system. The therapy is the timely and necessary tool for the cure of cancer. This latest
technology is giving the better results as compared to the treatment with X-rays and is also
showing much progress as the patients are treated without the destruction of healthy cells. The
high beam of proton radiations kills the cancer cells resulting in the cure of cancer.
Place
The proton beam radiation therapy is there for the treatment of cancer which is available in
different hospitals. The memorial medical centers (MMC) have the great competitive advantage
due to the presence of the radiation therapy. It provides the treatment of cancer in the cancer
center to the patients who are suffering from this disease. The government provides the cancer
centers that provides the complete treatment of cancer to the patients and gives them the ability
to overcome this problem and have the healthy life ahead.
The proton beam radiation therapy is aimed to be in the healthcare institutions providing the cure
and benefits to the patients. Furthermore the patients in the rural and urban areas can also be
provided this treatment by inserting the machine in the hospitals nearby which can facilitate them
and help them in getting the timely cure of their disease. The information for the machine and the
hospitals which are having the facility of the treatment is available on the websites and the
locations are also provided that can help the people in getting the access of the machine and have
the therapy done.
Price
Proton beam radiation therapy is the latest technology that is provided by a number of hospitals
and the healthcare units. These healthcare units charge approximately $125 million for the
incorporation of the machine into the hospital. As the cost for implementation and the operating
cost of the machine is very high it will also have the high cost for treatment and the therapy of
the people. It is a high charged project and the technology which is used in the treatment attracts
high charges for the implementation. The operating cost of the radiation therapy will cost much
because of the subsequent initial construction and high technology involved, due to the
extraction by proton and the beam that is used for the therapy. The government in the US will
help fund some of the cost with a donation of $150 million for the installation of proton beam
therapy in two hospitals that will facilitate the treatments for patients and other investors.
The cost for the treatment that has been calculated for the patient’s cost is approximately
$32,428. Similarly, there are different healthcare institutions that provide the treatment for more
or less $40,000 per treatment. As the treatment is having benefits and results in the positive
direction it is a competitive advantage for the hospitals for the installation of the technology in
the hospitals. The charges for X-rays costs less but the proton beam technology uses the beam
that directly hits the affected area and does not hurts the healthy cells of the human body. Due to
all these advantages the charges are high with the assurance of health.
Promotion
The cancer treatment is done in several ways in the different countries and different hospitals.
These hospitals are providing the treatment in different prices and similarly the results are also
not justified. The proton beam radiation therapy is a new technology that has to be
communicated to the patients who are suffering from this deadly disease. The treatment is not
much common in different areas where the people die due to cancer and do not get the proper
treatment for it. The promotion of this proton therapy can be started with the awareness in the
people as regards the advantages of this treatment which include the positive health benefits and
healthy results of the patients by providing awareness through the websites, TV advertisement,
social media and word of mouth by physicians (Oncologists) and surviving patients that already
underwent the procedure(s). The medical journals and articles that are written may include the
awareness for the treatment and the positive results for it as well.
The therapy is getting started in different hospitals providing the treatments to the patients who
are suffering from cancer and tumor. These hospitals may conduct the seminars and the
workshops for the physicians to increase the awareness of the physicians that can help in best
possible manner. The treatments that are carried out in the hospitals are provided with the Xrays, CT- scan and MRI which can help observed damages that might be done to the healthy
cells of the human body as well as the affected areas. The advantages of the radiation therapy can
be provided by giving more and more education to the people, the physicians (Oncologists) and
the medical colleges as well who can further elaborate this technology to the people. These
people can provide the better treatment by giving the positive aspects of the treatment to the
people. The medical journals and the articles that are issued may have the knowledge regarding
the radiation therapy with the working and description of the ideas that is helped with the proton
beam radiation.
References
Mehta, M. P., MD, Langen, K., PhD, & Regine, W. F., MD. (n.d.). The National Association for
Proton Therapy "Expanding the Horizons of Proton Beam Therapy" Retrieved April 09, 2016,
from http://www.proton-therapy.org/cancer_letter.html
Oreinstein, B. W. (2015, February). Proton therapy and cost. Radiology Today Magazine.
Retrieved from http://www.radiologytoday.net/archive/rt0215p22.shtml
Schwitzer, G. (2013, September 06). Insurers doing what feds haven’t in refusing to pay for
proton beam therapy. Retrieved from http://www.healthnewsreview.org/2013/09/individualinsurers-doing-what-feds-havent-wont-cant-in-refusing-to-pay-for-proton-beam-therapy/
Beck, M. (2016, May 26). Big Bets on Proton Therapy Face Uncertain Future. Retrieved from
http://www.wsj.com/articles/big-bets-on-proton-therapy-face-uncertain-future-1432667393