Marketing of a Health Care Product– Instructions
Overview:
In 2 pages, write an explanation of the marketing strategies for a new pharmaceutical product and the impact of government control on the marketing of the product.
- Competency: Assess the patient perspective of quality and services.
- Explain the negative impact a drug can have on consumers in its early stages of launch into the marketplace.
- Competency: Analyze market research in the health care environment to develop a marketing plan that is in line with a strategic plan.
- Evaluate marketing strategies of a health care product.
- Competency: Analyze competitive forces in the market place in determining strategy.
- Explain competitive analytical strategies utilized in the marketing of a pharmaceutical product.
- Competency: Analyze critical strategic challenges facing the health care organization.
- Explain how government oversight and control can impact the marketing of a pharmaceutical product.
Suggested Resources (Not Required):
Internet Resources
- Centers for Medicare & Medicaid Services: Medicare.gov. (n.d.). Find a hospital. Retrieved from
- American Hospital Directory. (2010). Retrieved from
- Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS). (2010). Retrieved from
- Whalen, J. (2006, October 26). How Glaxo marketed a malady to sell a drug; TV-ad blitz, physician onslaught are unleashed to inform about the little-known disorder. The Wall Street Journal (Eastern edition), B.2. Retrieved from
Instructions:
When GlaxoSmithKline launched Requip for restless legs syndrome (RLS), few consumers had heard of RLS, and some physicians were skeptical that a problem even existed (Whalen, 2006, para 1). Despite these problems, the drug is now very successful.
Should the marketing of a health care product that is not immediately recognized as responding to a health care need have more government oversight and control or be left to allow market forces to decide its value?
Write a 2-page assessment that includes the following:
- Explain the negative impact a drug can have on consumers in its early stages of launch into the marketplace.
- Evaluate marketing strategies of a health care product.
- Explain competitive analytical strategies utilized in the marketing of a pharmaceutical product.
- Explain how government oversight and control can impact the marketing of a pharmaceutical product.
Additional Requirements
- Include a title page and a references page.
- Include an introductory paragraph and a concluding paragraph.
- Include a minimum of three research resources.
- Follow APA guidelines for style and formatting.
- Ensure your finished assessment is 2 pages in length, excluding the title page and references page.