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Mental Illness Rehabilitation Marketing Analysis

Health care marketing analysis paper with these key points -

1. Describe the 4Ps and explain how and why they are important to the success of the organization
2. Examine the relationship between the organization's marketing and its partnerships are valuable to the organization.
3. Determine the target market, including demographics, psycho graphics, and data from the general area in which the organization is located.
4. Explain why understanding target market is vital to a successful marketing plan.

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RESPONSE:

1, Health care marketing analysis paper with these key points - describe the 4Ps and explain how and why they are important to the success of the organization

Things are changing in the marketing of health care marketing. Historically, for example, "in health care the marketing strategy has been, "build it and they will come". The rationalization has been that doing "good" was sufficient marketing" (http://www.stackpoleassociates.com/resources/articles/marketing_check_up.shtml).

Traditional marketing has followed a set of principles called the 4Ps. These basic principles remain important components of any healthcare marketing plan, which also has a relationship perspective given the nature of the health care profession and its goal to provide quality care. Briefly, the 4Ps refer to:

? Product -- This is the item or, in the case of mental health care, the service being marketed. Although relationship marketing can be applied to any service, it is best suited to programs that involve repeated interactions between the health professional and patient, such as mental health rehabilitation and management.

? Price -- Setting the appropriate price for a product or service is essential to marketing it successfully. Here, relationship marketing can be used to assess patients' price sensitivity and willingness to pay for a service before it is implemented.

? Promotion -- In addition to advertising, promotional activities include publicity, public relations, and personal selling. The latter is especially crucial to the success of relationship marketing, which emphasizes one-on-one interactions between patients and health professionals.

? Place -- Making the product available at the right time and the right place is also important to the success of mental health care. From a relationship marketing perspective, mental health professionals need to know their target markets well enough to tailor place considerations to patients' needs. (http://www.medscape.com/viewarticle/436606_3)
In addition, a fifth P, positioning, addresses how the product or service will be viewed in the minds of prospective patients; therefore, it is also important to consider. Positioning involves identifying and evaluating the niche (the target market) for the service, which is another key element in relationship marketing (Relationship Marketing Builds Value for Pharmacy Services by J Am Pharm Assoc 42(2):183-194, 2002. © 2002 American Pharmaceutical Association, http://www.medscape.com/viewarticle/436606_3)

2. Examine how the relationship between the organization's marketing and its partnerships are valuable to the organization.

"Relationship between exchange parties is crucial to a successful transaction. One party will not exchange with another party under poor relationship unless there is implicit value that no other parties are able to provide, or there are motives that other parties are unable to satisfy. In any transaction, people are at the center of the social interaction. It can be said that pure economic exchange ignores the notion of humanism. Personal selling of products or services constitutes a major activity in the marketing mix, while interactions among people with a stake in the exchange process extend well beyond the transaction. Therefore, building relationships with other stakeholders beyond the immediate decision maker are both tactical and strategic. The notions of the importance of relationships between stakeholders of different parties and the economic value for organizational sustainability are both relevant in an exchange process." (http://clmasia.com/articles/Relationship_Marketing_Paradigm_Shift.pdf).

Effective relationships can help to reduce the stigma associated with mental health. For example, Nelson (2008) argues that "an impact can be made by targeting various markets. Since these markets have either positive, negative or neutral impressions of their local mental health organizations and related services, knowing the rating of the organization and related services helps to identify the most likely targets. Advertising can directly affect the strength of that rating in a positive direction. The extent of that effect, whether it's a change in attitude or level of recognition, will depend on the continuity of the message, the channels of communication, and synchronization of distribution" (.http://www.springerlink.com/content/54424058486g1p52/).

Extra information:

Relationships between the organization's marketing and its partnerships are valuable to the organization as pointed out by Gummesson (1994):

1. Traditional marketing theories primarily deal with the external environment. Although internal resources are considered in the planning process, transactional marketing has largely ignored the importance of the relational webs within an organization, between partnering organizations, and the inter-linking industries. This is due to the function of marketing in an organization. As with any division of work, the manufacturing staff will not normally perform the task of marketing, for example, working with an advertising agency to design an advertising campaign. Similarly, the marketing staff will not normally work with the manufacturing staff of a component supplier outside the organization to discuss the manufacturing requirements. This is because the division of work that aims to optimize organizational effectiveness and efficiency requires the manufacturing staff to perform the duties. It is a normal management process that the manufacturing requirements be discussed within the organization before releasing to a supplier outside the organization. The marketing staff will not normally work with the manufacturing staff of the supplier to discuss the manufacturing specifications unless the manufacturing staff is not able to communicate the specifications or a major problem arises that the manufacturing staff is not able to resolve.

2. The division of work also explains the phenomenon of the part-time marketers. The practice of salesmanship and relationship building between people in different organizations or between customers and non-marketing staff in an ...

Solution Summary

Through examples and addressing the four sections, this solution provides assistance with a mental illness rehabilitation marketing analysis.

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