Assignment 1: Marketing and the Health Care System

Marketing in Healthcare SystemNameInstitutional AffiliationDate
Introduction
There is an increase in the demand for cancer care in various parts of the United States. According to various reports, there are over 1.6 million cases of cancer that are diagnosed in a year. Besides, there is a likelihood that due to the aging population, there will be an increase by 45% in the number of cancer cases that are reported in each year by the year 2030 CITATION The101 \l 1033 (The George Washington University, 2010). There is increased competition in the cancer market with various centers offering treatment and diagnostic modalities to meet the expectation of the patients. Due to the existence of competition in the cancer care market, various centers have turned o marketing their services through advertising so that they can be able to get a large number of people to visit their facilities. A recent study that was carried on 348 cancer patients revealed that 86% of them were aware of cancer-related advertisements that focused on the products and services that are related to their problems CITATION Nat13 \l 1033 (National Research Council, 2013). In this paper, we are going to look at the various impacts of marketing on Cancer Centers of America, the strategy to be used to determine utilization process of the goods and services and recommendation for an appropriate marketing strategy.
Impact of Marketing for Cancer Centers of America
Marketing is one of the ways that can be used to meet the rising competition in the healthcare field. Various facilities offer cancer healthcare to the patients. By reaching out to the people and informing them about the healthcare services that you provide, a large number of people will be able to visit your facility so that they can receive the services.
Marketing will provide vital information to the patients about the services that are offered by Cancer Centers of America and save time for the patients and the management of the facility. Patients will visit the facility to request for particular services since they have seen them on an advertisement. Besides, when you market your health facility, you will be providing information to people on how they should improve their health and wellness.
Marketing offers the healthcare provider an opportunity to come up with innovations that are intended to improve the experience of customers. When you are marketing your products and services as a healthcare provider, you will also be able to see what your competitor is using to reach their audience.
Marketing will also increase the awareness of the customer about Cancer Centers of America.
Strategies to Enable Cancer Centers of America to Determine Utilization of its Products and Services
1 Measuring Patient Satisfaction
One of the primary means that can be used to assess how the patients feel about the healthcare service that they have received at the facility is through measuring the patient satisfaction. It will also serve as an important tool to offer quality improvement and carry out an audit of the services that might not be appropriate. The patients will always have different views on the health professionals who served them when they are judging the quality of care and services that they r...