Marketing

“ Marketing planning can be thought of as an on-going process of analysis, planning and control” (Dibb, 2002, p. 443). Therefore, marketing strategy development begins with the customer (Dolan, 1997, p. 2) but, companies must identify who their target market is. The underlying rationale is that planning helps a business to be responsive to marketing opportunities, maintain flexibility, make appropriate decision and ensure process towards pre-defined objectives is monitored and maintained” ( Ewing, 1968 as cited in Dibb, 2002,p. 443). By working in the healthcare sector, our biggest consumers are the patients. The more admissions we have of patients, increases the revenue of the hospital. However, in order for the hospital to see more patients each department must be involved and ensure to work on their own marketing strategies.

The marketing and financial departments are the key players when it comes to determining the strategies for marketing planning. First they identify the problem and “weakness in any of the analyses that can result in the development of the inappropriate marketing programmes” (Dibb, 2002, p. 446). The problem and weakness of the company is usually determined by the admissions revenue of the company. The marketing team collects statistical data from surrounding hospitals, patient surveys, and complaints left by patients.

Then “once the core marketing analyses are complete, the strategy development process follows” (Dibb, 2002, p. 446). The team deliberates on what they can do to improve their patient admissions and how to do this in a way that it involves employees. This process can take longer within itself. The team involves other department managers before they come to a final strategy for development.

“ The final stage of the marketing planning process involves the determination of marketing mix programmes and their implementation” (Dibb, 2002, p. 446). This is when the marketing team presents to the employees of the...