“Year of Dialogue and National Reconciliation ”

HERMILIO VALDIZAN NATIONAL UNIVERSITY

FACULTY OF NURSING

HEALTH MARKETING
TEACHER: HOLGER ARANCEAGA
MEMBERS:
• SALCEDO MASGO DICK
• SANTIAGO EDILSON
❖ REGINA RED BOUQUETS
❖ RENGIFO AMADO NATALY

❖ GREEN PONCE TANIA

CYCLE: V I

HUANUCO - PERU
 MARKETING

Marketing is considered as the set of

activities designed to satisfy the needs
and desires of target markets in
exchange for a utility or benefit for the
institutions that exercise it.
 MARKETIN IN
G HEALTH
Health marketing, also called health marketing, is
a marketing specialization oriented to the health
sector that is used to analyze and present
information regarding medicine, advances in
health, and promote specific services in that field.

Talking about health marketing not only

refers to the marketing of a specific
product, but also to the prevention of
healthy habits since marketing is an
effective tool to attract resources and
people in an area.
The basic premises of marketing are:
1. Identify needs and
desires of potential customers.
2. Meet these
needs.
3. Make
the exchange with the benefit for
the seller and the buyer
 ITEMS
PRODUCT: It is the means by which the
needs of consumers are satisfied.

PRICE: Price in marketing is generally

defined as the amount of money a
customer is willing to pay to obtain the
benefits of a product.
 THE PLACE: The place is understood as
the way in which a product will reach the
hands of the final consumer from a
company.

PROMOTION: has to capture the

attention, be attractive, send a coherent and
consistent message, and above all tell the
potential customer what the benefits are of
choosing your product or service over that
of the competition.
 PROOF: Test that HE perform for
find out the feasibility commercial of a
product, prior to its launch,
putting up on going a launch
provisional on a small scale.

PERSON: They are the ones who project

their

own image and also enhance the image of the

company for those who lend their services.
 WHY SHOULD MARKETING BE CARRIED OUT IN
HEALTH?

Because there is an unmet demand for services.

Many people with purchasing power do not want to
attend state health services or social security
institutions. They have the right to know where
they want to go and when they should go. If there
is no health marketing, they will not know.
Because health technologies are rapidly changing and the market has the right to
satisfy its needs using more modern and safe technologies. For example, laser
surgery or the destruction of stones with specialized non-invasive equipment. Eyelid
surgery
(*data in number of procedures) 1,427,451

Liposuction
1.372.901

Breast
augmentation
1.348.197
 OBJECTIVES OF HEALTH MARKETING

❖ Better attract and retain patients.

❖ Improve patient care.

❖ Standardize the patient care process in the first visits.

❖ Create and implement a powerful and differentiating
communication strategy.
❖ Develop unique, differentiated and patient-focused business
models.
❖ Implant communication before
crisis situation.
 ADVANTA
o Increase the number of visits. GES
o Guarantee a presence on social networks.
o Increase a greater number of patients.
o Improve search engine positioning.
o Make known the most outstanding services.
 ROLE OF MARKETING IN HEALTH
•Better attract, retain and build patient loyalty.
•Improve the comprehensive action of patient care.
•Standardize the patient care process in the first visits.
•Improve online services and integrate them into hospital
management.
•Develop a powerful and differentiating communication strategy.
•Develop unique, differentiated and patient-focused business
models.
•Know how to handle communication in a crisis situation.
 DISADVANTAG
ES

MISTAK
V Present information that does not cause MIST
AKE
E
the interest of patients.
{ Not defining a correct communication ERROR MIST
AKE
strategy.
V Spam and other types of network
access.
WHICH HEALTH ORGANIZATIONS APPLY
MARKETING?

EPS, Clinics, offices

Profit
Private
organizations Social support
NGOs, parishes, private
universities

Public
Investment
organizations Essalud, Hospital clinics
 Ministry of Health,
Social support public universities
cases, Municipalities
ADVERTISING IN THE HEALTH SECTOR
Advertising as a support strategy for any company is important and
health companies must use it to their benefit for the good of the
community.
In such a way that it is understood that products or services that
cause harm to people, society or the environment CANNOT be
advertised.

LOOK GOOD
AND ENERGY 3
The doctor must avoid any inaccuracy or
exaggeration in his advertising of the services he
provides that could lead to deception or error, nor
should he use propaganda means that violate the
decorum of the profession.

mCOLUMN PAIN?E
Does a specialist doctor cure pain with just one injection?
f Lima: Av. Emancipation 791 Of. 313
► (Universal Pharmacy sites)
Huacho: San Pedro Clinic
iTelL: 996-491530
 Techniques most used in marketing
Of the health

SENSITIVITY PROGRAMS KEYS

DEUNA, HEALTHY
They are oriented towards the preventive field, promoting healthy values, as well as the
usefulness and effectiveness of the health models most used to treat diseases and illnesses.

INCREASE!
As its name indicates, it is about “sensitizing” the patient with the importance of health and
preventive medicine for their life.

CONCEPTS AND VALUES

HITCH PRODUCTS

They seek to increase the attractiveness of certain

offers, through samples and evidence in the treatment,
and are focused on people with a limited budget, who
need to undergo a special program to be cured.
GEOMARKETING

It is one of the most innovative techniques in this sector,

since it brings marketing closer to geographic information
systems, with the aim of providing useful information
that supports decision making. Studying the market,
detecting branches, offices and distributors, as well as
the location of other variables, ultimately allow us to
offer greater effectiveness when carrying out a health
marketing strategy.
The internet has proven to be a very valuable tool for all health
marketers. Healthcare personnel use online advertising or
submissions to search engines and directories to ensure they are
found in a local web search.

77% of patients use search engines and social networks

before making an appointment with their doctor
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