Assignment: Marketing Health Care ServicesStrategies used to market health care services are...

Question

Assignment: Marketing Health Care Services

Strategies used to market health care services are typically different than strategies used to market health care products. From intangibility to the natural inconsistencies in the delivery of services, traditional marketing strategies must be modified so that there is a greater focus on marketing relationships and quality care. Therefore, when developing marketing plans, it is important for organizations to consider the 5 I’s of marketing health services: inconsistency, inseparability, intangibility, interaction, and inventory. For this Assignment, use the 5 I’s to examine the health care service in the Aravind Eye Care System: Providing Total Eye Care to the Rural Population case study provided in the Learning Resources. Then provide recommendations for marketing the service.

To prepare:

Review the Aravind case study in the Learning Resources.
With the 5 I’s of marketing in mind, reflect on the health care service provided by the organization and its personnel.

The Assignment

In a 4- to 5-page paper, address the following:

Using the 5 I’s of marketing, analyze the health care service provided by the organization in the scenario.
- Inconsistency: Is there consistency in the quality of care?
- Inseparability: When providing the service, do providers demonstrate biases toward or against patients and their families (i.e., racial biases, age biases, gender biases, etc.)?
- Intangibility: What are the intangible characteristics of providers (i.e., demeanor, posture, etc.)? How do providers behave toward patients?
- Interaction with consumers: Is the organization patient-centered or physician-centered?
- Inventory: How much time is spent on providing the service and how much time is spent on non-service-related activities?
Recommend strategies to market this service to health care consumers. Include how these strategies might improve operations.

David · Accepted Answer

Marketing Health Care Services
Marketing Health Care 
Services  
Case Study: Aravind Eye Care System  
 
Student id  
[Pick the date]
1
Introduction 
The healthcare industry is witnessing an increased competition as a result of which 
there is a fundamental transformation in the outlook of marketing philosophy exhibiting by 
concerned organizations from searching to customers to their satisfaction (Jung & Hong, 
2012).  A host of strategies are deployed by healthcare organizations for marketing products. 
Traditional strategies related to marketing have been altered so as to ensure that relationship 
building and delivering care is given emphasis (Jung & Hong, 2012). As a result the 
marketing plans must take into consideration the vital aspects of marketing indicated by the 5 
I’s. The organizations that base their strategies in accordance with these aspects are able to 
satisfy their customers in a superior manner which paves way for commercial success and 
higher market share through competitive advantage. The underlying objective of the paper is 
to analyse the Aravind Eye Care services in accordance with the 5I marketing framework 
(Berkowitz, 2010).
5 I’s of Marketing 
i. Inconsistency   
It refers to the organization capacity to be consistent with regards to the services 
provided to patients. The consistency is difficult to be ensured as the services in the 
healthcare industry tend to be extended by different people and there may be difference in 
their respective service levels (Berkowitz, 2010). Considering this aspect, it would be fair to 
conclude that the delivery of health care services tends to be lesser consistent in comparison 
to healthcare products. This challenge is also witnessed by Aravind Eye Care on account of 
difference in professionals involved in service delivery (Berkowitz, 2010). Progress in this 
regard can be made by ensuring that staff members are provided adequate training. In relation 
to services, consistency may be achieved through standardization and related strategies. 
2
ii. Intangibility 
This refers to the intangible nature of the providers focusing on the underlying behaviour 
they show towards the patients. The services provided by the healthcare centres are of 
intangible nature and thus before encountering them, the customers find it difficult to carry 
on an evaluation. As a result, the customers tend to rely on the underlying processes along 
with the people involved in providing the service (Berkowitz, 2010). For the given 
organization i.e. Aravind Eye Care, it is evident that the health professionals tend to extent a 
desirable behaviour which becomes apparent from the manner of treating of patients. 
Irrespective of the revenues generated from each patient,

Assignment: Marketing Health Care Services Strategies used to market health care services are typically different than strategies used to market health care products. From intangibility to the natural...

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