The Impact of Information Technology on Marketing Strategies for Healthcare Organizations

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Recommended: Information technology and its effect on patient care

Information has become the most valuable commodity in any market. Utilizing accurate information about customers and their interests is vital for successful marketing activities. In today's fast paced, highly competitive markets, companies must make marketing decisions quickly or risk losing their competitive edge. Using information technology (IT) allows companies to gather, analyze, and utilize large amounts of customer information. This information is used to reduce risk and uncertainty in decision making and maximize the profitability of marketing activities. IT also allows companies to evaluate the success, benefits, and profitability of IT investments, marketing strategies, and other business ventures over long periods of time. Today utilizing IT is essential in all aspects of marketing activities and successful marketing is not possible without the use of IT. Marketing in healthcare involves unique challenges which other markets do not face. According to Shaw (2008) "healthcare marketers promote a service that is complicated, expensive, and even frightening." Most people do not want to imagine themselves needing healthcare products or services and usually reject information concerning the statistical chances of their future medical needs. As a result, traditional marketing techniques like directing products and services to specific consumers or broadcasting brand images are often ineffective in healthcare markets. In order to maintain a marketing advantage, healthcare marketers started moving toward a consumer driven marketing approach focused around consumer wants, needs, and expectations. The purpose of this study is to examine the impact of IT on the marketing strategies of healthcare organizations.

The rapid expans...

... middle of paper ...

...ult, healthcare organizations have started marketing campaigns focused on patient privacy and cyber security.

References

Berisha-Namani, M. (2013). Information technology, internet, and marketing. International Journal of Electronic Commerce, 4(1). doi: 10.7903/ijecs.1116

Kotler, P., & Clarke, R. N. (1987). Marketing for health care organizations (p. 265). Englewood Cliffs, NJ: Prentice-Hall.

Rooney, K. (2009). Consumer-Driven Healthcare Marketing: Using the Web to Get Up Close and Personal. Journal Of Healthcare Management, 54(4), 241-251.

Shaw, G. (2008). Department Focus: Marketing–Lessons from the Field. Online article on HealthLeaders Media website.

White, K. R., Thompson, J. M., & Patel, U. B. (2001). Hospital Marketing Orientation and Managed Care Processes: Are They Coordinated?. Journal Of Healthcare Management, 46(5), 327.

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