Health marketing is an approach to

public health Public health is "the science and art of preventing disease, prolonging life and promoting health through the organized efforts and informed choices of society, organizations, public and private, communities and individuals". Analyzing the det ...

promotion Promotion may refer to: Marketing * Promotion (marketing), one of the four marketing mix elements, comprising any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or i ...

that applies traditional

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

principles and theories alongside science-based strategies to protect and promote the health of diverse populations. It involves creating, communicating, and delivering messages to the public on

prevention Prevention may refer to: Health and medicine * Preventive healthcare, measures to prevent diseases or injuries rather than curing them or treating their symptoms General safety * Crime prevention, the attempt to reduce deter crime and crim ...

health promotion Health promotion is, as stated in the 1986 World Health Organization (WHO) Ottawa Charter for Health Promotion, the "process of enabling people to increase control over, and to improve their health." Scope The WHO's 1986 Ottawa Charter for Hea ...

and health protection. Health marketing enables organizations to gain more exposure for their achievements, such as advancements in medicine. Likewise, health-protecting services, such as insurance, also benefit from the same marketing principles. The marketing strategy would follow the traditional " 4Ps" of marketing, namely product, place, promotion, and price. In the case of health marketing: * "Product" refers to the (surgical) procedure. * "Place" refers to the access to this procedure. * "Promotion" refers to creating awareness and demand of the procedure. * "Price" refers to the cost of the procedure e.g. money, time, reputation, etc. "Health marketing" is a term rarely used in public healthcare and related disciplines. "Social marketing" or "integrated marketing communication" is more commonly used in public health and other disciplines to refer to marketing-based planning frameworks for public health communication.

Medical marketing in the private sector

Health Marketing or Medical Marketing is a specialized branch of

. Medical marketing was created to attract new patients in private health settings. The characteristics of the health market make it a unique kind of marketing. Medical marketing is usually a

business to consumer Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturers, directly or through a wholesaler, and t ...

(B2C) service. The primary customers for these medical marketing companies are Generation Z. About 85% of Gen Zers said they are open to alternative healthcare options that combine offline and online experiences like telemedicine, dispatch services and membership-based services. Healthcare professionals using this type of marketing usually offer beauty-related services, such as

aesthetic medicine Aesthetic medicine is a branch of modern medicine that can be practiced only by medical professionals with training in aesthetics and lasers. It focuses on altering cosmetic appearance through the treatment of conditions including scars, skin laxit ...

plastic surgery Plastic surgery is a surgical specialty involving the restoration, reconstruction or alteration of the human body. It can be divided into two main categories: reconstructive surgery and cosmetic surgery. Reconstructive surgery includes cranio ...

dental surgery Dental surgery is any of a number of medical procedures that involve artificially modifying dentition; in other words, surgery of the teeth, gums and jaw bones. Types Some of the more common are: * Endodontic (surgery involving the pulp or r ...

dermatology Dermatology is the branch of medicine dealing with the skin.''Random House Webster's Unabridged Dictionary.'' Random House, Inc. 2001. Page 537. . It is a speciality with both medical and surgical aspects. A dermatologist is a specialist medica ...

and much more.

Regulations

In many countries, the advertising of medical procedures is regulated, especially in aesthetics and

. Showing "before and after" pictures or making references to someone’s body type can be seen as harmful to society. The solution for a health care professional or a medical marketing agency is Instagram marketing since nowadays it remains unregulated, being one of the fastest growing

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

, gives doctors an opportunity to acquire new patients through Instagram Marketing.

References

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External links

CDC - Gateway to Health Communication & Social Marketing Practice
Marketing by industry Health promotion Health care industry

Medical marketing in the private sector

Regulations

See also

References

External links