Healthcare marketing

Healthcare Marketing

Implications of evidence-based research on the success of healthcare marketing

Evidence-based research (EBR) is the thorough and prudent usage of current best practice in combination with medical knowhow and patient values in guiding health care decisions. The best practice comprises empirical evidence from other scientific methods like qualitative and descriptive research, randomized controlled trials and use of information from scientific principles, case reports, and expert opinion (Nieswiadomy & Bailey, 2018). Grove & Gray (2018) observed that the presence of enough research evidence, the practice ought to be guided by research evidence incorporating patient values and clinical expertise. However, when sufficient evidence is unavailable, the decision making in healthcare is derived from non-research evidence source like scientific principles and expert opinion.

EBR is young and despite an increase in knowledge in this field, to date there are unresolved questions. These comprise feedback strategies that are effective, the type of audit, the role of specified variables, the kind of opinion leaders shaping the success, and the combination of methods which are most efficient. There is also little evidence on the usage of tailored implementation interventions. There is also little evidence on the intervention of single and multifaceted methods effective in enhancing and sustaining application of translation science or how its effectiveness compares by type such as simple or complex (Gresty, 2017). Accordingly, there is no proven impact on EBR has on healthcare provision leave alone marketing. Additionally, what is best in one setting is bad in another setting- hence showing that context variables play a huge role in implementation.

Proffer whether you would rely on empirical research or personal perceptions and intuition in the decision-making process as it relates to healthcare marketing

The work of scholar is to collect and interpret quantifiable data instead of relying on subjective interpretation of coincidence. But empirical research shows that even intuition or perspective can bring change that can be relied upon if data was to be used in isolation (Soyer & Hogarth, 2015). According to Gresty (2017), assumed assumption is the notion that hypotheses are intrinsically correct instead of empirical evidence that may contradict such hypotheses. There are assertions by some scholars that although data present hard decision that can be relied upon in making decision, they may provide skewed information. Soyer & Hogarth (2015) also observed that contributing factors for skewed information particularly in the diverse healthcare market include limited reasoning, bias and the business environment. Generally, the market depends on large part on the results and not on the processes. Consequently, decision makers may make wrong conclusion that success has been realized. Likewise, unique personal opinions may bring bias which might not be evident if analyzed using empirical evidence. Biases happens when someone receive censored or filtered data, whether from stakeholders, colleagues or experts in the field. Notably, limited perceptions have the potential to provide skewed or distorted evidence hence affecting the outcomes regardless.

How do changes in data over the lifetime of a marketing plan impact the decision-making process of leaders in healthcare?

If organisational leaders rely on data alone as a justification for change, they might miss opportunities for business expansion arising from ideas, creativity or experiences. In some organisations, this would be catastrophic since products or services are sometimes created out of opportunity instead of some algorithmic data (Soyer & Hogarth, 2015). However, data collection in healthcare assist in providing holistic view of patients, advance treatment methods, personalize treatments, enhance health outcomes, improve communication between patients and doctors.

Ways healthcare professionals can limit potential risks in healthcare marketing

Marketing and advertising in healthcare entails substantial amount of risks. The challenge for healthcare professional is how to achieve professional and business goals without risks. Many healthcare providers are not comfortable with the necessity to promote their products or services. According to Schwartz & Woloshin (2019) successful organisations aim to understand and limit risk and for a fact, effective marketing is a method of reducing risk that answers competition, protect the healthcare provider and achieve business goals.

Hillstead & Berkowitz (2013) observed that the cornerstone components of reducing risk comprises a tested and proven methodology which is easy to follow. Healthcare professi