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Assignment 2: Outline

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Assignment 1: Outline

Introduction

The world is rapidly evolving towards the digital experience showing health services the need to

evolve and be more aware of their clients need as Lira and Magalhaes (2018) in their article

Digital marketing in dentistry and ethical implications expose focused in the dental care area.

Dental practitioners are interested in learning about marketing since the competition between

them has risen however, the ethical aspect is challenging because of its constant change as a

response to the digital advances. Regarding the different marketing channels, Lira and

Magahaes (2018) highlight there is no difference between traditional or digital media since both

are equally effective. However, health practitioners and institutions should invest in digital

marketing since is a more effective and efficient channel to maintain and attract new patients.

Body paragraph one

Health practitioners are aware that marketing is a need for any office or institution since they are

in the need to create strategies to engage with their clients and capture new ones as well as adapt

their workplace and train their team.

- Lira and Magalhaes (2018) highlight the importance of Internal marketing since is what

patients value the most, is the reason they become loyal to the institution or doctor and

references it to others.

- Outbond marketing: Another way, other than references, to contact potential clients.

(Lira and Magalhaes, 2018)

- The authors conclude that both digital and other marketing strategies are equally

effective in marketing (Lira & Magalhaes, 2018)

Body paragraph 2

The risen competition between health services has cause health practitioners to consider the

need to managing their outbond marketing to become more productive and attract new clients in

an efficient way.
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- Before the 80s, advertising a health service was view as beneath the dignity of the

health practitioner since used to be prohibited (Elrod & Fortenberry, 2020), therefore

the information about marketing in this industry is mostly recent.

- Digital marketing in health services is an opportunity for “breaking the barrier of

distance and making consumers aware of the service being offered at any time and at

any place” (Radu et al., 2017, p.44) accessing a larger public in a better cost-efficient

way.

- Some digital platforms can influence the decision making when they are well managed.

(Radu et al., 2017). Considering the right channel and evaluating the strategies with the

correct indicators will show a great impact on the health institution’s productivity

(Elrod & Fortenberry, 2020).

Body paragraph 3

Lira and Magalhaes (2017) concluded both digital and traditional channels were equally

effective analyzing data from more than 20 years ago.

- Health care institutions should invest more in digital advertisement rather than printed

(Radu et al., 2017).

- New generations respond better to digital messages, for example emails and text

messages capture more audience, cost less and are immediate compared to post mailing

(Elrod & Fortenberry, 2020).

- Geographical location must be considered because digital era has evolved even faster in

developed countries, but the article was a systematic review that involved articles from

different countries.

Body paragraph 4

The relationship between marketing and health care services has been evolving in the past 40 -

50 years with an accelerate pace in the last decade.

- I think digital advertisement has a greater impact than traditional channels have since it

can get to more people within less time and lower cost (Radu et al., 2017).
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- Geographical location must be considered since it can indicate how rapid the health

service culture is evolving in relation to marketing as well as the population preferences

toward the consumption of information.

- There is a lot to investigate about the specific audience needs regarding health care

services.

Conclusion:

Knowing the audience is a key aspect when deciding if the marketing strategy must be in a

digital or traditional channel to be more effective since different generations consume

information through different sources. Therefore, analyzing if one channel is better than the

other will only depend on who is the target audience. In fact, elder people will prefer radio, TV

or a printed advertisement (Radu et al., 2017), younger people will be more attracted through a

digital channel. There is no doubt that marketing “offers healthcare providers the opportunity to

dramatically improve their fortunes by successfully engaging current and prospective patients”

(Elrod & Fortenberry, p. 7).

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References

Elrod, J. K., & Fortenberry, J. L., Jr (2020). Advertising in health and medicine: Using mass

media to communicate with patients. BMC Health Services Research, 20(Suppl 1), 818.

https://doi.org/10.1186/s12913-020-05599-3

Lira, A. & Magalhaes, B. (2018). Digital marketing in dentistry and ethical implications.

Brazilian Dental Science, 21(2), 237-246. https://doi.org/10.14295/bds.2018.v21i2.1524

Radu, G., Solomon, M., Gheorghe, C. M., Hostiuc, M., Bulescu, I.A., Purcarea, V.L. (2017).

The adaptation of health care marketing to the digital era. Journal of Medicine and Life,

10(1), 44-46. PMID: 28255375