Marketing In Health Care (600 Words)

Module 2 – Case
Non-Profit Marketing

Tasks
Please write a 2 page essay on marketing in the health care environment in the following
two-part case scenario:
A) Compare and contrast marketing techniques among for profit vs. non-profit
organizations.
B) Suppose that you are the manager of a start-up health care organization that previously
had a for-profit structure, but has achieved non-profit status.   Describe how you would
change your marketing strategy.
Assignment Expectations
You will be expected to:
1.    Provide a scholarly basis for your response.
2.    Justify your opinions with evidence from the peer-reviewed literature.
3.    Cite several scholarly references in your essay.
4.    Properly cite all references in the text of your essay (either in parentheses or in
footnotes), as well as at the end.
5.    Limit your response to 2 pages maximum.

Module 2 – Home
Non-Profit Marketing

Modular Learning Objectives
By the end of this module, the student shall be able to satisfy the following outcomes
expectations:
 Case
o 1. Compare and contrast marketing techniques in for-profit and not-for-profit
organizations.

 SLP
o 2. Assess the target market of a health care organization
 TD
o 3. Judge the relative difficulty faced by for-profit and non-for-profit
organizations in reaching their target markets

Introduction
This module is devoted to marketing in non-for-profit organizations. We will examine how
marketing techniques differ in the for-profit vs. the not-for-profit sectors of the health care
arena.
As you have perhaps learned in your other coursework at TUI, competition is very strong in the
health care industry.  In an interview, John Kaegi (group vice president of marketing with
BlueCross BlueShield of Florida) asserted that non-profits are able to build their brands quickly
and effectively by advertising through public education and egagement of consumers by
appealing to their health (McPherson, 2008).  We will learn more about the concept of branding
in Module 4.
By contrast to not-for profit organizations, profit-seeking organizations utilize marketing to
enhance their operations.  Despite the fact that many health care providers operate as non-profit
organizations, such organizations also need to implement marketing strategies.  One example of
non-profit marketing in the health care arena is the recruitment of students to careers in health
care.
Not-for-profit organizations also appeal to a different aspect of the marketplace than for-profit
organizations, such as public education programs.  For example, according to Jeffrey Cowart
(Chief Marketing Officer of Inova Health System), nonprofit organizations may devote a
considerable portion of their advertising budget on heightening awareness of the availability of
health and wellness classes, HIV clinics, or other subsidized community programs (McPherson,
2008).  In the next Module, we will examine in greater detail the way wellness programs can be