Pricing Strategies

 

In line with the demographic trend, Advantage Home Health decides to offer adult daycare services. How might Advantage Home Health formulate a prestige pricing strategy and a price bundling strategy targeted to customers who do not have an insurance plan? List your reference(s) in APA format. Respond to at least two of your classmates’ postings.

Weekly Readings:

Read from the text, Health care market strategy: From planning to action:

· Chapter 6: The Strategy/Action Match

o This chapter discusses how environmental and organizational data relate directly to strategic planning and which strategies fit different market conditions.

· Chapter 7: Determining Marketing Actions

o This chapter presents a variety of tactics to achieve marketing goals.

Recommended Reading:

Davis, J. A., Marino, L. D., & Davis, L. (2007). Senior services: Exploring nursing home services for community-based senior. International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317. Retrieved from the proQuest database.

Dubey, R., & Dubey, J. (2009). Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management. Journal of Medical Marketing, 9(2), 104-118. Retrieved from the proQuest database.

Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising. Journal of Healthcare Management, 53(4), 242-256. Retrieved from the proQuest database.

Rao, S. K. (2009). A new paradigm for developing bio/pharmaceutical positioning strategy. Journal of Medical Marketing, 9(1), 29-39. Retrieved from the proQuest database.

Required Text

Hillestad, S. & Berkowitz, E. (2004). Heath care market strategy: From planning to action (3rd ed). Sudbury, MA: Jones and Bartlett.

Required Resources

Article

American Hospital Association. (2012). Key issues. Retrieved from http://www.aha.org/aha/issues/index.html

Multimedia

Kmccoypbo. (2009, June 26). Why your healthcare practice needs a marketing plan. [Video file]. Retrieved from http://www.youtube.com/watch?v=KclSAM7U76I

Website

HealthCare.gov. ( http://www.healthcare.gov/)

Recommended Resources

Articles

Alkhateeb, F. M., Clauson, K. A., Khanfar, N. M., & Latif, D. A. (2008). Legal and regulatory risk associated with Web 2.0 adoption by pharmaceutical companies. Journal of Medical Marketing, 8(4), 311-318. Retrieved from the ProQuest database.

Daniel, K. L., Bernhardt, J. M., & Eroglu, D. (2009). Social marketing and health communication: From people to places. American Journal of Public Health, 99(12), 2120-2122. Retrieved from the ProQuest database.

Davis, J. A., Marino, L. D., & Davis, L. (2007). Senior services: Exploring nursing home services for community-based senior. International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317. Retrieved from the ProQuest database.

Dubey, R., & Dubey, J. (2009). Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management. Journal of Medical Marketing, 9(2), 104-118. Retrieved from the proQuest database.

Hanna, G. (2006). Focus on creativity and aging in the United States. Generations, 30(1), 47-49. Retrieved from the ProQuest database.

Jung, M. L., & Berthon, P. (2009). Fulfilling the promise: A model for delivering successful online health care. Journal of Healthcare Management, 9(3), 243-254. Retrieved from the ProQuest database.

Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising. Journal of Healthcare Management, 53(4), 242-256. Retrieved from the ProQuest database.

Lindrooth, R. C. (2008). Research on the hospital market: Recent advances and continuing data needs. Inquire-Excellus Health Plan, 45(1), 19-29. Retrieved from the ProQuest database.

Nussbaum, A. K. (2009). Ethical corporate social responsibility (CSR) and the pharmaceutical industry: A happy couple? Journal of Medical Marketing, 9(1), 67-76. Retrieved from the ProQuest database.

Patterson, L. (2007). Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276. Retrieved from the ProQuest database.

Rao, S. K. (2009). A new paradigm for developing bio/pharmaceutical positioning strategy. Journal of Medical Marketing, 9(1), 29-39. Retrieved from the ProQuest database.

Rooney, K. (2009). Consumer-driven healthcare marketing: Using the web to get up close and personal. Journal of Healthcare Management, 54(4), 241-251. Retrieved from the ProQuest database.

Steoger. N. J., & Balog, A. (2010). Realizing patient-centered care: Putting patients in the center, not the middle. Frontiers of Health Services Management, 26(4), 15-25. Retrieved from the proQuest database.

Stewart, D. W. (2006). Putting financial discipline in marketing: A call to action. Corporate Finance Review, 11(2), 14-21. Retrieved from the ProQuest database.

Thomas, M. (2000). Marketing performance measurement: Directions for development. Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 70-91. Retrieved from the ProQuest database.

Yang, W. (2010). Relationships among internal marketing perceptions, organizational support, job satisfaction and role behavior in healthcare organizations. International Journal of Management, 27(2), 241-251. Retrieved from the ProQuest database.

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