Discussion: Health Care Consumerism
Scenario: A pharmaceutical company is going to 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.
Describe one individual and one industry consumer for the prescription drug product in the provided scenario. Analyze buying behaviors and characteristics of these consumers. Recommend strategies to market this product to the consumers you identified. Include strategies for the different stages of the product's life cycle. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.
Resources:
1. Thomas, R. K. (2015). Marketing health services (3rd ed.) Chicago, IL. Health Administration Press. Chapters 5 and 8
2. Kash, B. A., & Deshmukh, A. A. (2013). Developing a strategic marketing plan for physical and occupational therapy services: A collaborative project between a critical access hospital and a graduate program in health care management. Health Marketing Quarterly, 30(3), 263-280
3. Moran, M. E., & Baum, N.H. (2012). Marketing and medicine: A questionable mix. The Journal of Medical Practice Management, 28(1), 33-36