The Market Strategies & Planning Processes
Marketer Y is a highly motivated employee who was hired as an outreach marketer for a physical therapy practice. He is keen on getting results quickly. His role is to get patient referrals from orthopedic specialists in the surrounding area. The scope of his work consists of daily visits to doctors’ offices highlighting the key selling points and uniqueness of the physical therapy practice and the referral process.
Marketer Y continuously brings expensive gifts to offer to the doctor’s office staff, who always refuse his gestures of kindness.
- What kind of marketing approach is this?
- Justify your answer with examples or evidence from the readings, presentations, or your own research.
- Respond to at least two (2) of your classmates’ or your instructor’s posts. Your responses should include elements such as follow-up questions, a further exploration of topics from the initial post, or requests for further clarification or explanation on some points made by the classmates.
- ALL citations and references needs to be APA 7th edition format. THANK YOU!
The “Nonmarketing-Driven Planning Process” is an approach that some health care organizations because their goals and strategies are patient-focused. This nonmarket-based sequence involves four steps: Mission and Goals, Strategy Formulation, Implementation, and Market (Berkowitz, 2010). Marketer Y’s approach is very similar to this process. Marketer Y has an objective, a strategy, the proper execution for the strategy, and the audience.
Though I do think “Marketer Y’s” efforts apply to this approach in its simplest form, I don’t think the process entirely pertains. For instance, this planning process is generally used for long-range planning (Berkowitz, 2010). Marketer Y’s process is short and simple—however, the steps are there on a smaller scale. Moreover, the second step (strategy formulation) is typically very “difficult and time-consuming” (Berkowitz, 2010). Again, Marketer Y’s efforts are simple; they require routine visits and consistency.
Based on the textbook reading, Marketer Y’s efforts may prove unsuccessful. The entire plan and implementation were done correctly. But if the doctors this individual is visiting do not supply the referrals, then the physical therapy practice will not gain from this process. Marketer Y’s efforts include gifts, but since the staff does not accept these gifts, I would assume the staff will also be reluctant in their referrals to the other clinic.
the development of telemedicine
In the modern world, patients have more options to choose from, and with the development of telemedicine, patients no longer feel the need to visit the nearest healthcare facility. Thus it is essential to have a planned, budgeted healthcare marketing plan to reach out to the new and returning patients.
In the given scenario, marketer Y is experimenting with a “Non- Market Based approach” to bring more patients to his clinic through the referral process. His goal is to get more referrals from the neighboring orthopedic specialists to help the physical therapy practice he works. His strategy is to visit nearby doctor’s offices daily, highlighting his physical therapy practice’s key selling points. He also tries impressing the doctor’s office staff by offering them expensive gifts.
Marketer Y marketing efforts might not be successful as it lacks proper implementation. He can offer the referral forms or a business card with details like a phone number or fax number and a small courtesy gift. He can also try distributing patient surveys and success stories to help the doctor better understand the clinic’s quality of care.
Attracting more referrals starts with exceeding both referred provider’s as well as patient’s expectations. Understanding each customer individually and using that understanding to render care will help achieve success (Oztekin,2018). Consistency, genuine and reliable care are the main factors that help get more patients to the clinic.