Strategic marketing

Strategic marketing

• Tony Proctor

1

Factors impacting on marketing strategy

• Stakeholder

• Interests

• Staff

• · Provision of quality health care
• · Self development and promotion prospects
• · Job Satisfaction
• · Work in a safe and good quality environment

• Current

• Patients

• · Receive excellent care and attention
• · Enhance health prospects and life expectancy
• · Advice on how best to recover from treatment and avoid future health problems
• · Access to information
• · Support from medical staff

• Unions

• · Responsibility to members to ensure fair working practices, safe environment
• · Support and advise members in all areas of employment rights, i.e. Equal Opportunities, Discrimination, Racial Incidents
• · Recruitment of new members

• Government

• · Quality Standards
• · Legal requirements/Health and Safety/Equal Opps/Pay and Conditions
• · Financial Management, ensure resources being used and managed effectively

• Press

• · Praise and publicity for high achievement
• · Adverse publicity – making the facts known
• · Challenging use of finances

• Prospective Patients

• · Excellent treatment in a caring and pleasant environment
• · Access to information
• · Choices
• · Achievement of a full recovery after treatment

• Exhibit 1.1 Selected stakeholders Interests for an NHS organization

• Stakeholders

• Interests

• General public

• Safe, reliable, tested drugs

• Legal/ courts

• Tested drugs which do not result in serious side effects for the users.

• Government

• Reasonably priced drugs which have been shown to be effective in use.

• Media

• Stories showing either the benefits of drugs or very harmful side-effects of drugs which have not been properly tested.

• Scientific Community

• Details of development and testing of new drugs.

• Shareholders

• Return on investment and shareholder value created.

• Suppliers

• Steady and secure demand for the products and services it supplies.

• Financial institutions

• A sound developing and following sound marketing and corporate strategies which will produce guaranteed returns from lending and investment.

• Rank and file employees

• Secure and interesting employment with good future prospects.

• Competitors

• New developments that lead to competitive advantage.

• Consumers

• Safe and effective treatments.

• Management

• Control and influence over what happens in the firm.

• Exhibit 1.2 Stakeholders for a pharmaceutical company