Marketing Reflection Paper Argumentative Essay Example
Marketing Reflection Paper Argumentative Essay Example

Marketing Reflection Paper Argumentative Essay Example

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  • Pages: 3 (563 words)
  • Published: March 18, 2018
  • Type: Essay
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During my time at a medical center in a local town, I had no exposure to marketing until I started working for Saint Francis Medical Center in Cape Guardian, Missouri. One of the major marketing techniques employed by Saint Francis is mass communication. This can be seen through their daily "Medical Minute" spot on local television stations. As a result of this technique, three other local hospitals also launched their own television campaigns.

Although some may become tired of the constant stream of TV commercials, I believe these ads have the potential to save lives and increase business for the hospitals involved. Wagner, Fleming, Managed, and Leafage (1994) quote a 46-year-old man who expressed gratitude to a local hospital for saving his life as a result of their TV campaign about signs of heart attacks. Thanks to this campaign, he recognized his symptoms

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and immediately sought emergency care. Another strategy utilized by Saint Francis was their "We Care" campaign.

Beckman (2001) included the "We Care" campaign in his article under the section titled "What Hasn't Worked." According to Beckman's perspective, consumers prioritize competence and results over whether or not a hospital cares. While I agree that Saint Francis demonstrated caring behavior, I do question the quality of their service.I believe that TV campaigns are more successful as a marketing tool compared to earring buttons that say "We Care." The question of whether current marketing techniques influence consumer trends is difficult to determine based on my opinion. According to Beckman (2001), certain marketing strategies are more effective than others. One technique used by organizations/hospitals is positioning, which aims to create a perception of clinical competence

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Beckman stated that for positioning to be successful, it must go beyond advertising and have evidence to support its claims. Another technique discussed by Beckman is "Missionary Work," where physicians establish relationships with primary care physicians in rural areas for referrals when they cannot compete with local hospital physicians. This technique has proven successful in influencing consumer trends.

In the past, consumers believed they could only access healthcare from primary care physicians in their small countryside communities. However, with the establishment of relationships between local physicians and small countryside physicians, citizens residing in these areas can now receive more specialized healthcare. As a result, there has been a shift from solely relying on local hometown physicians. While some may argue that there are no negative impacts from the techniques used in healthcare, I believe there are instances where negative impacts exist.The text discusses the importance of marketing in healthcare and its impact on consumer business. One approach mentioned by Wagner, Fleming, Managed, and Leafage (1994) focuses on enhancing the hospital's image rather than increasing demand for services. However, this may lead to a loss of consumer business as consumers prioritize information about services that meet their needs over the hospital's image. This strategy led to one hospital shutting down and resulting in job losses for staff members. On the contrary, Beckman's (2001) article highlights positive impacts from techniques discussed under "What Worked." When successful, these techniques benefit all parties involved as satisfied consumers continue using services and refer others to the hospital or clinic. The significance of marketing in healthcare has gained recognition recently, with various techniques employed whose effectiveness varies. Understanding the background and foundation

emphasizing marketing's importance is crucial, necessitating appropriate marketing staff.

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