Targetingfor Health Services
Healthcare providers face various challenges in the process of identifyingthe right targets for their services. For a health delivering serviceto be sustainable, it must be established in a community that willturn in for the services in the right attitude (Kotler et al.,2011).Knowing the community before putting up a heath serviceorganization will enable the health care providers to know whichservices to offer and the one on which to campaign (Beaufort &Darr, 2014). They face the following challenges.
First,they face a challenge of identifying their preferred demographicgroup. In the current society, people have different health needs,and they cut across the age groups. Due to the heterogeneity of thecommunity, healthcare marketers may send a lot of time trying tosettle down for the target due to the ever dynamic nature of healthissues and also the population. They might set up a health serviceorganization only for it services to become e obsolete after sometime due to the daily changes observed in the population (Beaufort &Darr, 2014).
Secondlythey face the challenge of increased health needs that may be beyondwhat an individual organization can provide. The health needs of thecommunity are assorted, and one target population may present anarray of needs that would require them to seek services from morethan one health care provider (Kongstvedt, 2012).
Thereis also the problem of competition. When there are too many healthcare providers, an organization may find it difficult to herd theirdesired population having lost it to another service provider in thepopulation (Stanhope & Lancaster, 2013). The targeted populationmay also be unwilling to seek the health services due to their poorhealth seeking behavior. Although identified by the marketers, theymay not turn up for the services and the organization may be forcedto engage in awareness creation.
Inconclusion, identifying the right target to give the availableservices is the benchmark for the success of a health serviceprovider (Crie & Chebat, 2013).When they develop a positiveattitude towards the organization, the management can developmeasures to deal any contingency problems that may arise.
Beaufort,B., & Darr, K. (2014). Managinghealth services organizations and systems.Health Professions Press: Baltimore.
Crié,D., & Chebat, J. C. (2013). Health marketing: toward anintegrative perspective. Journalof Business Research,66(1),123-126.
Kongstvedt,P. R. (2012). Essentialsof managed health care.Jones & Bartlett Publishers: Burlington.
Kotler,P., Shalowitz, J., & Stevens, R. J. (2011). Strategicmarketing for health care organizations: building a customer-drivenhealth system.John Wiley & Sons: New York.
Stanhope,M., & Lancaster, J. (2013). PublicHealth Nursing-Revised Reprint: Population-Centered Health Care inthe Community.Elsevier Health Sciences: New York.