When developing a marketing plan, it is
important to understand that healthcare consumers differ from consumers
in other markets. One of the most significant distinctions is that
healthcare consumers are often not the ones to select the purchasing
products or services. Instead, doctors or other healthcare providers
decide what services or products consumers need. This means that when
marketing in healthcare, organizations should consider both the consumer
and the provider. For this discussion, you examine healthcare
consumers’ buying behaviors in the following scenario and recommend
strategies to market a drug product.
Scenario: A
pharmaceutical company will be selling a new brand-name prescription
drug to treat allergies. You have been hired to help them market this
product to individual and industry consumers.
To prepare:
Review the provided scenario.
Identify individual and industry-based
consumers for the prescription drug product in the scenario. Consider
buying behaviors and characteristics of these consumers.
