3 Describe The Issues To Consider When Making Promotion Decisions Social Marketing in Medical and Healthcare Communications

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Social Marketing in Medical and Healthcare Communications

The profession of medical and health communication continues to evolve, especially over the past two decades. It has changed significantly from relying on social media advertising to a more sustainable approach that uses successful strategies used by marketing professionals, now known as ‘social marketing’. Experts are now trying to understand the needs of the people involved at the grassroots level. The goal of consumer understanding includes comprehensive market research, continuous review of all marketing strategies, and so on. Developmental marketing emphasizes on market segmentation research and analysis.

Social Marketing is the brainchild of Philip Kotler and Gerald Zaltma, who in the 1970s realized that marketing principles used in marketing can be challenged to sell ideas, behaviors and attitudes. Kotler and Andreasen defined social marketing as “differing from other areas of marketing only in terms of the goals of the market and its organization. Social marketing aims to encourage people’s behavior not to benefit the seller, but to benefit the target audience and its group. general society.”

Social media is still widely used in international campaigns such as contraception, oral rehydration therapy, polio vaccination, and more. As with marketing, its focus is primarily on consumer learning and the need to target consumers to make a purchase. which is being developed. The 4Ps of business decision making are:

1. Products

2. Location (distribution of property)

3. Price

4. Promotion

Products

In order to have a product that sells, people need to see that your product is a solution to a real problem and that your product or service will provide a solution to that problem. Market research can help determine the consumer’s perception of the product and its problem and inform you of the consumer’s willingness to take action to find a solution to their need.

Location (distribution)

Place refers to the way a product reaches consumers. This may include a product or service provided from a hospital or warehouse, transportation, sales teams, retail locations where products are sold, and so on. Locations are selected based on accessibility, quality service and delivery. . By looking at the habits and behaviors of the target audience, as well as what people are experiencing and existing behaviors, researchers can determine the best ways to distribute their products or services.

Price

Price refers to how likely a customer is to purchase a product or service. Price can mean the amount of money or how much the buyer will give up on intangibles such as time or effort, even the possibility of embarrassment and criticism from peers. The cost of a product or service should not exceed the perceived benefit. Price also determines consumer sentiment. If the product is too cheap, it may be perceived as too cheap and thus lowers the brand value. Branding requires that such considerations be taken into account and the value of a product must be determined based on the observations.

Promotion

The final ‘P’ of marketing is marketing. Marketing includes the use of advertising, public relations, radio advertising, press releases, public relations, and more. The general purpose of marketing is to use coupons, flyers, internal party meetings, TV events or in-store displays. Adequate market research will be required to determine effective ways to reach the target audience.

Market research is considered to be the most important tool in determining sales, location, price, promotion and other decisions related to human marketing.

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