Published on : Nov 27, 2015
Health marketing, which is a relatively new phenomenon is soon catching up to become mainstream in the industry. This has happened mainly due to rigorous change in healthcare policies, changing attitude within the sector itself, changing consumer expectations that has facilitated growth of marketing in this sector.
Initially, the change of health are policies were encouraged in the west, where the industry is extremely organized. This engendered the importance of healthcare services, the delivery of these services and end consumers in this sector. In addition, the approach of the common people has changed tremendously through education and awareness. The efforts of the state, in countries around the world, to reduce cost has led consumers to have better know-how of market policies which include insurance and health benefitting plans.
In the early 1980’s, as the global recession affected countries in the world, due to fiscal constraints governments were forced to cut down expenditures on heads such as public health. Thus, privatization and commercialization of healthcare was encouraged as a result. Furthermore, the growth of the medical equipment and pharmaceutical industry led to massive collaborations among international companies and mergers was a major phenomenon in the nineties, with the pertinent role played by entities such as insurance companies.
Hence, the importance of business oriented was realized and gradually took off in the landscape. Thus, healthcare metamorphosed into a business oriented industry with the continually increasing influence of global companies that forayed into the sector. With these developments, the concept of marketing gained ground in no time.
With the influx of social media and technology, new set of rules have been laid for the requirements of the healthcare segment and marketing is regarded as an essential component to address these requirements. Of these, the most important way for stakeholders in the industry is to reach out to patients is marketing campaigns through HCPs (healthcare providers).