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Unit 8 Live Seminar
Professor C.YoungWhiting
Monday 3/28/11 at 9:00pm
Agenda:
-Ice Breaker: Many women's magazines like Glamour and Elle publish advertisement for men's cologne.
Explain the rationale for this practice.
-Readings: Latham article on Ethics of Medical Marketing and PowerPoint: This week’s article will
introduce us to the concept of marketing with health care being a competitive business, administrators will
need to understand and embrace marketing campaigns to drum up business and keep customers happy
so that they continue to return.
-Unit 8 Assignment Requirements: For this week’s assignment, you will be creating a marketing tool for
your practice to advertise the new vaccine clinic. You can either create a brochure to send out in the mail or
posters to display around town. Consider your audience (who are you targeting?) while you create this
item. Think about what would catch your eye as a customer when putting this together. You can create this
tool in Word as a poster with clip art, etc. (watch copyright information), or as a brochure. Your grade will
be based upon how effective your tool is at addressing the target audience, how well you catch their
attention, the quality of the information you provide them, and the overall look of the tool. Complete this
assignment as a Word 97-2003 document.
The Marketing Concept
Why It's Important
In order to participate in the world of
marketing, you'll want to understand how
businesses focus on the needs and wants
of their customers in order to improve their
products, remain competitive, and increase
sales.
The Marketing Concept
Customers vs. Consumers
Customers buy a product.
Consumers use the product.
 Example: Parents who buy video games
from retailers are customers. The kids who
play the video games are the consumers.
The Marketing Concept
The Marketing Mix
The marketing mix comprises four basic
marketing strategies known as the four Ps:
 Product (or service)
 Placement
 Price
 Promotion
Foundations of Marketing
Product: What one wishes to sell.
-What are some examples of
healthcare product or service that
organizations or companies sell to
consumers or patients?
Placement: According to Latham, “The distribution
channels through which the product or service
can best be made available to the consumers”.
-How can consumers gain access to health care
product or service that they need?
Foundations of Marketing
Chapter 2 n Basic Marketing Concepts
Foundations of Marketing
Price: the amount of money that the
product or service will earn a profit for
the seller and be appealing to the
customer targeted.
-Are there any examples where you think
healthcare products and services are
appropriately priced in meeting this
criteria?
Slide 3 of 3
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Foundation of Marketing
Promotion: The methods HOW and
.
Where to advertise.
-What king of promotions come to your
mind as it relates to healthcare
products and services?
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Marketing Graphic Organizer
The Marketing Concept
Marketing Research
Product
Marketing Segmentation
Price
Place
Promotion
Consumers
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Ethics of Marketing
Product: Questions arise regarding the
safety and efficiency of products
Placement: Questions arise regarding
The distribution and the use of power.
Promotion: Questions arise about the
honesty and integrity of sales and advertising.
Price: Questions arise about price discrimination inside
channels systems and businesses to consumers.