Strategic marketing



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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

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