services are intangible products, which need marketing strategies to optimize
benefits to the individuals, families and the community. Like every product,
tangible or intangible, an optimum marketing mix involving pricing, product
quality, product promotion and product packaging or merchandising, can improve
consumer satisfaction and their patronage of health products and services.
Apart from training of trainers’ programs and specialized health education
programs, the audience for a health service is generally heterogeneous, uncontrolled
and diverse. There is a need for marketing research in order to select or
segment an audience so that health services and products can be, designed in
such a way that they are, affordable, accessible, comprehensible, user-friendly
and attractive to consumers. Research must be targeted at defining community
needs and perspectives while messages concerning health services and products
must have clearly defined objectives. In addition, expected benefits from the
health products and services must be clearly stated to the target audience.
However, marketing policies should be implemented against the background of the
humanitarian nature of health services and fundamental human rights.
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