Marketing Management and business communication for healthcare administration Assignment:...

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Marketing Management and business communication for healthcare administration Assignment: Marketing Health Care Services Strategies used to market health care services are typically different than...

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Marketing Management and business communication for healthcare administration

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.

Answered Same Day Dec 20, 2020

Soumi · Accepted Answer

Running Head: HEALTHCARE MANAGEMENT	1
HEALTHCARE MANAGEMENT		2
HEALTHCARE MANAGEMENT
MARKETING MANAGEMENT AND BUSINESS COMMUNICATION FOR HEALTHCARE ADMINISTRATION
(MARKETING HEALTHCARE SERVICES)
Table of Contents
Introduction	3
 Reflective Analysis of Healthcare Services provided by Arvind Eye Care System	3
Inconsistency:	3
Inseparability:	3
Intangibility:	4
Interaction with Customers:	4
Inventory:	4
Strategies to market the services to health care consumers	5
Conclusion	6
References	7
Introduction
Arvind Eye Care System is one of the largest health care service providers across the globe. It provided service free of cost to most of the patients. The main aim of the organization is to eliminate blindness from the globe (Aravind, 2012). Free health camps are set in rural areas to provide treatment free of cost. Low number of people visit such camps to avail free services. The awareness level about the treatments is low in rural areas. In spite of providing free services and transportation cost, few people make up to the camps. This assignment discusses the 5Is of marketing with respect to the organization. 
Reflective Analysis of Healthcare Services provided by Arvind Eye Care System
Inconsistency: 
Arvind Eye Care had ample professionals to provide quality services to the patients. It followed a standard quality of services across its outlets and campaigns. According to the opinion of Haripriya, Chang, Namburar, Smita and Ravindran (2016), as the medical offerings was standardized there was Arvind Eye Care providing no inconsistency in the service. It conducted campaign in rural areas, but the acceptance of the offering in rural areas were low due to lack of awareness and fear of operation among the rural public.
Inseparability: 
The service was provided to all those who required eye care. Free campaign were run in the rural areas to encourage the rural public to avail the service. Individuals from all caste, religion were encouraged to come and avail the service. In cities, public from all religion came to avail the service. It was the issues among the public, that they were not comfortable with the service (Aravind, 2012). Lack of awareness was the main reason behind the services not reaching the patients.

Marketing Management and business communication for healthcare administration Assignment: Marketing Health Care Services Strategies used to market health care services are typically different than...

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