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Abstract
Marketing healthcare services and products presents unique challenges compared to other consumer goods and services, because it deals with health behaviours as opposed to just purchasing behaviours. Health marketing includes awareness and education but also behaviour adoption or change, which are difficult and can take time. Healthcare marketing is also influenced by a changing population and related problems, advances in research and other external factors. Population changes influence not just how you market healthcare goods and services, but depending on where you work, what gets marketed. For example, as people live longer, companies may choose to create products and services tailored to an aging population or to their adult children serving as caregivers. There may also be different health concerns among different ethnic groups. Since different groups age, ethnic, income level respond to different marketing messages or venues, health care marketers must take care to develop marketing strategies customized for different populations.