Paper on Baptist Health System's 4Ps Marketing Strategy: A Case Study

Introduction

Companies employ different marketing strategies to draw the attention of the customers. Marketing plays a significant role in enhancing the success of organizations. Companies with better marketing plans are more likely to win the attention of the customers. This paper focuses on the 4Ps marketing strategy of Baptist Health System that is based in San Antonio, Texas. For over a century now, Baptist Health System has been providing hospital and health care services to the residents of San Antonio and Southcentral Texas. The company has more than 115 years of operation, caring for communities and impacting people positively ("San Antonio and South TX. Baptist Health System", 2020). Baptist Health System's goal is to assist people in attaining health for life through compassionate service inspired by faith. The company has done a lot to the community; the health center has proved beyond reasonable doubts that it is the best for people seeking medical interventions. Besides the excellent services provided by Baptist Health System, its 4Ps marketing plan has helped the health center to stay in operation and compete favorably in the market as this research elaborates.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

Target Market and the Objectives of the Marketing Campaign

Target marketing allows organizations to use more effective practices that can meet consumer needs and specifications. Identifying the target markets involves three necessary procedures market segmentation, discovering the target, and product positioning. To identify target markets, organizations must hire a well-qualified team that can analyze the customer demographics thoroughly and makes the best decisions. Baptist Health System selects a group that studies the market to discover consumer specifications and needs then works to fulfill them. Baptist Health System targets residents within San Antonio and South-Central Texas because they are close ("San Antonio and South TX. Baptist Health System", 2020). However, the hospital can also serve other clients within and outside Texas. Like other sectors in the industry, the health field also has stiff competition; therefore, the Baptist Health System identifies target markets to keep customers close and understand them better. The health center is open to all clients, and the health officers are always happy to serve many people as they can to help build a healthy society.

Baptist Health System conducts a marketing campaign to achieve several objectives. The company targets to educate and create awareness amongst the target market. The primary purpose of the Baptist Health System of creating marketing campaigns is to make the public aware and avoid serious infections such as COVID-19, cancer, and HIV/AIDS. Baptist Health System Health center promotes its image through services such as free screening ("San Antonio and South TX. Baptist Health System", 2020). Interaction with the patients and extending free services wins their trust and confidence. The health officers also showcase their skills to the public. People will be more willing to visit a healthy organization that they understand. Through marketing, the health organization focuses on increasing sales. Like any other organization, health centers need to make huge sales so that they can remain in operation (Berkowitz, 2016). Marketing is one way of winning customers' confidence and assuring them that the products and services that occurred can best satisfy them.

Through marketing, Baptist Health System targets on identifying new patients. Baptist Health System marketing campaigns target discovering patients that need the organization's services. The organization uses platforms and websites to look for customers who need the services the health center provides. With the rapid rate of technology growth, health companies are always changing; it is essential to take account of the changes and make the public aware (Berkowitz, 2016). Through marketing, Baptist Health System targets informing the public on brand changes. The company targets on demonstrating to the public that it can provide the best customer feeling using modern technology and at an affordable rate.

Analysis of the 4 Ps of Marketing

The concept of "marketing mix" came into operation in 1953, introduced by Neil Borden (Hosseini et al., 2016). The marketing mix involves broader factors that can influence the customer's decisions to make purchases or acquire certain services. It is famously known as the 4Ps of marketing; product, price, placement, promotion. Like other companies, Health organizations must adhere to the 4Ps of marketing to compete favorably in the market (Hosseini et al., 2016). Baptist Health System has an effective marketing strategy that combines the 4Ps. Harmonization of the marketing strategies ensures that the consumers derive the maximum values and experiences from their purchases. The medical sector is growing so fast with new inventions in various fields, such as genetic fields. Patients now have a variety to choose from, operating according to the 4Ps allows Baptist Health System to have some competitive advantage.

Customers tend to shop more with companies that charge comparatively lower prices. Baptist Health System attracts customers by offering services and products at fair prices. U. S medical services are highly expensive; price is one of the primary factors that customers consider before deciding to make purchases. If customers get healthcare facilities that provide quality services at fair prices, then they are likely to stick with the facilities (Hosseini et al., 2016). Baptist Health System wins on prospective customers by charging comparatively lower prices. The company is more interested in saving lives; the facility cannot achieve its mission if the target market cannot afford even the essential health services. Free screening opportunities at the facility also offers customers chances to get services that might be beyond their financial reach. For instance, the hospital provides screens such as; cholesterol checks, HIV tests, and pressure tests freely or at a reduced cost. Extending free services to the customers is one way of giving back to the community. Organizations should act socially responsible by sharing some of their profits back to the society.

Placement marketing strategy ensures that products are available to the consumers at the appropriate time in the right quantity and quality. Baptist Health System provides that customers get services no matter how cheap they are at the proper time. It is vital to maintain streamflow of services in a hospital because inconveniences may cost the lives of innocent citizens. Medical organizations that offer services at specific hours or locations risk losing some of the prospective customers (Hosseini et al., 2016). Baptist Health System is flexible enough and provides services for 24hrs to ensure that customers can access them when in need. Workers operate in shifts to maintain a regular flow of services. The flexibility of the medical center attracts customers and gives the company a competitive edge.

Patients get attracted by the quality of services provided in a medical facility. Research suggests that nowadays, patients are more concerned with the quality of services offered more than the price. Patients are more worried about the experience than the cost. If doctors make them feel well, then they are more than willing to pay for the services (Hosseini et al., 2016). Baptist Health System focuses a lot on the customer feeling. The organization hires qualified personnel who can deliver quality services to the customer. The health center prioritizes customer satisfaction and ensures that customers get attended to the best levels. Baptist Health System understands that low-quality services can tarnish the name of an organization. Therefore, the health facility sets goals and standards that it follows to ensure that performance is per the set standards. The organization targets dealing with a wide range of patient problems to ensure that a large number of customers are catered for.

Promotion is a very crucial strategy in marketing. With modern technology, promotion is easier; organizations can use social media platforms such as YouTube, Instagram, Twitter, and Facebook to make adverts. Baptist Health System has not to get left behind; the organization utilizes the online platforms to promote sales. The company advertises its services and programs through the company's websites and social media handles. Online platforms allow the organization to share its information with prospective customers. The information helps customers to understand an organization better and make purchasing decisions. The company also uses physical mechanisms such as billboards and magazine advertisements to draw the attention of the customers. Some well-established companies ignore promotions assuming that the customers know them. However, it is not always the case; customers need to be regularly reminded; otherwise, they can get swayed easily (Hosseini et al., 2016).

The Effectiveness of the Plan

I feel that Baptist Health System's marketing strategy is incredible. The company strives to combine the 4Ps of marketing with improving customer services and their experience. The organization offers quality products to customers at comparatively lower prices. The organization ensures the placement of the products and services is appropriate so that the customers can get them in convenient areas and time. The health facility offers quality and high standard products to the customers. The organization also regularly promotes its goods to keep the customers updated. I think the company's strategy is effective, and it keeps the organization in operation despite the stiff competition in the market. The company keeps track of the changes in technology and ensures that it acquires the latest equipment to improve customer experience. Baptist Health System operations are excellent, and the organization has some room for improvement.

Recommendations

Winning the confidence of the public is critical towards improving sales (Hillestad & Berkowitz, 2018). Baptist Health System can win customers' confidence through winning their trust. Trust is won by enhancing transparency, for instance, sharing the organization's information. Baptist Health System company can come into the lowest levels possible and share information at the most basic levels. Some people back in the villages know less about the organization. Sharing information can help people to have an insight into the organization and make purchasing decisions. The company focuses more on online platforms; it is essential to reach prospective customers who cannot access the online. Secondly, organizations should act socially responsibly in all their operations (Hillestad & Berkowitz, 2018). Baptist Health System can devise eco-friendly mechanisms to limit the impact of the organization's activities on nature. For instance, the organization can adopt incineration mechanisms to deal with medical wastes to avoid contamination to the environment. The organization can also engage in charity activities to give back to society, and in this way, people will be more willing to shop with the medical facility.

Conclusion

To conclude, like any other company in the industry, health organizations employ marketing strategies to draw the attention of prospective customers. Baptist Health System uses adverts to create awareness, show the customers what the company can offer and attract new customers. The type of marketing strategy determines a lot on the impact created. Baptist Health System employs the 4Ps marketing strategy to win the atten...