Historically, most hospitals in the United States use mass marketing to reach potential buyers in their local areas. Despite the advantages of mass marketing, the strategy may make an organization to be susceptible to the competitors.
As part of the marketing strategy, Eastern Boston Health Center will use market niche strategy for marketing campaign. Market niche is a type of market positioning where an organization follows the market segments in a large market to promote the company specialized service. Market niche is a common approach for the marketing strategy in the healthcare delivery. Typically, the niche strategy is the best approach for the specialized healthcare delivery.
Tactic Plan
The four Ps will be used for the tactical plan. The four Ps includes price, promotion, place and product. Eastern Boston Health Center will use industry price to set up the price that the company will charge each patient. Using industry price is advantageous because the organization is likely to attract the target population. The organization will not lower the price of the healthcare service below the industry price average to avoid the price war. To attract potential customers, the organization will offer discount to potential customers who will seek for the medical service up to 10 times.
The organization will also use different promotion strategy for marketing campaign. The organization will use promotion strategies such as advertising, sales promotion, and publicity to reach potential buyers. Since there is growing number of people using internet, the organization will focus on the internet promotion to reach large number of target population. The organization will also use TV advert to reach the target population since virtually 99% of the households in Boston have televisions. For the effective marketing campaign, the organization will use third party service provider to deliver the marketing campaign.
The organization will also focus on the place to target the marketing promotion. The organization will use an appropriate distribution channel to reach the target population. To facilitate the distribution of the healthcare delivery, the organization will use different media channels to educate the target population about the importance of seeking medical service for the treatment of post-partum...
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