Health Care Access Options

HealthCareAccessOptions

HealthCareAccessOptions

Healthcarefacilitiesdelivertheir servicesin differentsettingsdepending on thetypeof clientsthat theytarget. Apartfrom theconventionalsettingsthat are widelyusedin thehealthcareindustry,somefacilitiesdeliverservicesin walk-in clinicsthat donot requirepriorbooking orretailstoreswherechainstoresareusedas centersfordeliveringhealthcareproductsandservicesin placesthat are convenientto clients.Thisstudywill analyzethemarketingapproachesof theDoctor’s Inn andCVS Pharmacy.

Walk-inclinic:The Doctor’s Inn

Targetaudience

TheDoctor’s Inn is a walk-in healthcarefacilitythat islocatedatthe171 Lake Street in Ramsey, New Jersey. Thefacilityoffersdifferenthealthcareservicesrangingfrom emergencyto internalmedicine(The Doctor’s Inn, 2015). TheDoctor’s Inn targets three categoriesof clientsin its adverts andservices.First,thehealthcarefacilitytargets clientswhoneedmedicationforurgenthealthproblems,suchas injuries.Secondly,thewalk-in facilitytargets clientswhoare busyandhavenotimeto waitin queuesthat arefoundin otherhealthcarefacilities.In its web-based adverts, theDoctor’s Inn statesthatits objectiveis to treatpatientsandnot to seat them (The Doctor’s Inn, 2015). Third,theDoctor’s Inn targetclientsof allages.Thismeansthatits servicesare tailored to addressthehealthcareneedsof allpatientsirrespective of their agegroups.

Marketing

TheDoctor`s Inn usesthree majormethodsto marketits servicesto thetargetaudience.First,theweb-based marketingallowsthefacilityto advertisethetypeof servicesitoffers,thetypeof clientswhocan getassisted,andthetypeof medicalproblemsthat can beaddressed(The Doctor’s Inn, 2015).TheDoctor`s Inn alsoreachesits targetaudiencethrough its socialmedia handles,includingtheTwitter andtheFacebook, whereclientscan be directedto thesesocialsiteswhentheyvisitthefirm’s website.Third,theDoctor`s Inn has adoptedone of thelatesttechnologies, theblogtalkradio,to communicateits servicesto thetargetaudience(Kanavos &amp Strisower, 2014).

Effectivenessof themarketingstrategies

Thethree majormarketingstrategiesthat theDoctor`s Inn usesindicatethatits mainfocushas beentheonline marketing.Thisis an effectivemarketingapproach,butitis morelikelyto helpthehealthcarefacilityreachtheyoungclientsthan theseniormembersof thesociety.Thismay limitits capacityto patientsof allagesas statedon theDoctor`s Inn’s website. Therefore,thecombinationof marketingmethodsis partiallyeffective.

Howto improvethemarketing

AlthoughtheDoctor`s Inn has managedto utilizethelatesttechnology to reachits targetaudience,usingtheprintmedia adverts can helpitreachtheseniormembersof thesociety.Thisis becausethefirm targets customersof allages,buttheelderlypersonsmay eitherlacktheinterestortheknowledgeof theinformationthat ispresentedthrough theonline marketingchannels.

RetailClinic: CVS Pharmacy

Targetaudience

CVSPharmacy is a retailchainstorethat distributesprescriptiondrugsandgeneralmerchandizeproducts(includingbeautyproducts,over-the-counter drugs,andconvenientfood)and it has a branch in Ramsey, New Jersey.Additionally, CVS offershealthcareservicesthrough its MinuteClinic facilitiesas wellas thediabetes centers(Polasa, 2014). CVS targetdifferentaudiencesforits differentproductsandservices.Forexample,theExtraCare targetswomen,seniormembersof thesociety,babies,andpeoplesufferingfrom diabetes (Woonsocket, 2001). TheCaremark’s servicecategorytargets women,whoconstituteabout 80 % of pharmacystore’scustomers(Woonsocket, 2001).

Marketingmethods

CVSusesfour strategiesto marketits servicesandproducts.First,theCVS givesloyaltyrewardsto its customerswith theobjectiveof maintainingits marketshare(Hu, 2014). Secondly,CVS reachesits targetaudiencethrough thesocialmediawherecouponsareissuedto customerswholikeits Facebook page.Third,relationshipmarketingstrategiesallowCVS to establishrapportwith its currentclientswhoin turnbringmorecustomers.Fourth, mobilemarketinghas allowedCVS to usetheCheck-ins applicationwherecustomized recommendationsandofferscan beissuedin thelocalstores(Hu, 2014).

Effectivenessof themarketingapproachesandwaystoimprovingthem

Similarto otherplayersin theretailandpharmaceutical industry,CVS has focusedon theuseof themoderntechnology (includingtheFacebook andmobilemarketing)in reachingits clients.Theseare effectiveapproachesthat havehelpedthecompanyin reachingtheyoungconsumers.However,thesemarketingstrategiescan be moreeffectiveifCVS can focuson traditionalmarketingmethods(suchas thenewspapers,healthmagazines,TV, andradio)in orderto reachtheageing clients.In addition,thecontent of theadverts, both online andoffline should be mademorepersuasiveandinformative.

Conclusion

Boththewalk-in clinicsandretailclinicsfocuson theuseof moderntechnology in marketingtheir servicesandproducts.Surprisingly, thesefirms haveignoredtheimpactthat theconventionalmethodsof marketinghaveon theoldermembersof thesociety.Forexample,theDoctor’s Inn includestheolderadultsin its targetcategoryof clients,butnearlyallof its marketingstrategiesarebasedon themoderntechnology. Themarketingapproachescan be improvedby ensuringthatthemarketingcontent is convincingandrelevant.

References

Hu,Y. (2014). Marketing strategies for CVS pharmacy. LinkedInIncorporation.Retrieved March 14, 2015, fromhttp://www.slideshare.net/YuanpingHu/marketing-strategies-for-cvs-pharmacy-12565063

Kanavos,K. &amp Strisower, S. (2014). The Doctor’s Inn: Dr. Walcutt &amprev Brownell. Blogtalkradio.Retrieved March 14, 2015, fromhttp://www.blogtalkradio.com/living-well-talk-radio/2014/08/05/the-doctors-inn-dr-walcutt-rev-brownell

Polasa,S. (2014). Wal-Mart medical clinics trail CVS. DelawareOnline.Retrieved March 14, 2015, fromhttp://www.delawareonline.com/article/20130217/BUSINESS13/302170017/Wal-Mart-medical-clinics-trail-CVS

TheDoctor’s Inn (2015). Tired of the wait? So were we. TheDoctor’s Inn.Retrieved March 14, 2015, from http://thedoctorsinnnj.com/

Woonsocket,R. (2001). CVS / Pharmacy to launch chain-wide loyalty programExtraCare loyalty Program will offer CVS customers exclusive savings,promotions and health information. CVSHealth.Retrieved March 14, 2015, fromhttp://www.cvshealth.com/newsroom/press-releases/corporate-info-events/cvspharmacy-launch-chain-wide-loyalty-program