After the analysis of the market has been completed, and with your product or service in mind, the marketing plan must address who the services are being sold to, what the potential reimbursement levels are, and what organization will contract with the healthcare facility for the services.
After the analysis of the market has been completed, and with your product or service in mind, the marketing plan must address who the services are being sold to, what the potential reimbursement levels are, and what organization will contract with the healthcare facility for the services.
For a product or service to reach its target market, it actually has to get to the market or the market has to get to it—to the place of service. “Place” is another of the 4 Ps. Determining workable places of service and/or effective distribution channels is an ongoing challenge in the healthcare market. Current trends, changes in policy, and technological advances have all contributed to altering the landscape of distribution. For example, prescriptions that used to require face-to-face interaction can be ordered online and delivered by mail. How does that cost-saving fact impact the pharmacy services of a healthcare organization? What can the organization do to encourage its customers to take advantage of this alternative means of distribution? New and different channels of distribution are evident in all areas of healthcare.
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In 3 pages of your marketing plan:
· Describe one way the product or service can be delivered or offered to its customers.
· Evaluate the benefits and constraints of this distribution.
· Describe trends that are impacting or might impact this distribution channel or place of service.
· Explain how technology is impacting delivery of this product or service. How might technology impact the concept of place?
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