HCSV 360 Lecture Notes - Lecture 9: Social Marketing, Internal Communications, State Implementation Plan
7 Nov 2016
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Document Summary
Marketing: the customer is the purchaser of products, services, and ideas, all marketing activities focus on the customer, goal is to identify and make a long-term relationship with them, the target customer needs to be well defined. Specific, population, gender, age, aspect of appeal: why is health care marketing different from other industries, marketing did not exist in healthcare before the 1980s . Some believed that marketing was unethical in this field: some believed that health care is not like other industries, its too unique with unique buyers. Sellers who don"t always buy their products. Doctors and insurance drive the purchase: too little competition for open market with competitive pricing and brands/options, social marketing- a growing field in marketing: Before the 80"s it was taboo: philip kotler is a marketing guru. He bridged marketing for profit to non-profit organizations and coined the phrase social marketing : social marketing refers to the application of:
