Health Care Marketing

An important element in the EPI program is the low cost of the vaccines themselves, around one dollar per immunized child (not including HBV), made possible because more than 60%of the vaccines are produced in developing countries, the remainder corning through UNICEF mainly from Canada, Japan, and Europe (but not the United States). The low cost is even more remarkable because there is about a 60% wastage rate for the EPI vaccines. However, costs are increasing and some developing countries are facing a shortage of funds as some donors seek other investments to replace seemingly endless requests to fund consumable supplies. Moreover, newer vaccines such as for hepatitis B are considerably more expensive, and population growth and increasing coverage compound the problem, which some authorities consider a crisis.
For advertising and promotion create awareness, manipulate attitudes, encourage brand preference and loyalty, induce a trial and instigate purchase. Consumer feedback is a great tool to check the product’s (vaccines) performance and validity by reading customer letters and listening to feedback, monitoring and analyzing www records – which pages people visit most, in which order, etc., taking note of the offers people respond to – they’re likely to be attracted by the same thing later on, taking note of what disgruntled people have to say: what makes them suspicious, when is the risk too great? And examining returned questionnaires (designed to detect customer/prospect buying preferences, interests etc.).
With rapid developments in the technology available to people, customers will become accustomed to the idea of:
• Production and marketing systems that can tailor products, communications and services to meet their expectations
• Increased choices for delivery and payment
• Contacting the marketer easily and under their own initiative
Testing
• Test a significant element
– There is no point running a test for something which makes little difference, like the alteration of one word in a headline