MKT864 Marketing Health Care Services
Assignment: Marketing Health Care Services
Strategies used to market health care services are typically different than the strategies used to
market health care products. From intangibility to the natural inconsistencies in the delivery of
services, traditional marketing strategies must be modified so that there is a greater focus on
MKT864 Marketing Health Care Services
marketing relationships and quality care. Therefore, when developing marketing plans, it is
important for organizations to consider the 5 I’s of marketing health services: inconsistency,
inseparability, intangibility, interaction, and inventory. For this Assignment, use the 5 I’s to
examine the health care service in the Aravind Eye Care System: Providing Total Eye Care to the
Rural Population case study provided in the Learning Resources. Then provide recommendations
for marketing the service.
To prepare:
MKT864 Marketing Health Care Services
Review the Aravind case study in Learning Resources.
With the 5 I’s of marketing in mind, reflect on the health care service provided by the
organization and its personnel.
The Assignment
In a 4- to 5-page paper, address the following:
Using the 5 I’s of marketing, analyze the health care service provided by the organization
in the scenario.
Inconsistency: Is there consistency in the quality of care?
Inseparability: When providing the service, do providers demonstrate biases
toward or against patients and their families (i.e., racial biases, age biases, gender
biases, etc.)?
Intangibility: What are the intangible characteristics of providers (i.e., demeanor,
posture, etc.)? How do providers behave toward patients?
Interaction with consumers: Is the organization patient-centered or physician-
centered?
MKT864 Marketing Health Care Services
Inventory: How much time is spent on providing the service and how much time
Is it spent on non-service-related activities?
Recommend strategies to market this service to health care consumers. Include how these
strategies might improve operations.
Note: Your Assignment must be written in standard edited English. Refer to the Essential Guide
to APA Style for Walden Students to ensure that your in-text citations and reference list are
correct. Be sure to support your work with at least five high-quality references, including three
from peer-reviewed journals. See the Week 4 Assignment Rubric for additional requirements
related to research and scholarly writing.
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