Identify individual and industry-based consumers for the prescription drug product in the scenario. Consider buying behaviors
Learning Goal: I’m working on a marketing question and need guidance to help me learn.
DQ #6: Healthcare Marketing and Promotion
When developing a marketing plan, it is important to understand that healthcare consumers differ from consumers in other markets. One of the most significant distinctions is that healthcare consumers are often not the ones to select the purchasing products or services. Instead, doctors or other healthcare providers decide what services or products consumers need. This means that when marketing in healthcare, organizations should consider both the consumer and the provider. For this discussion, you examine healthcare consumers’ buying behaviors in the following scenario and recommend strategies to market a drug product.
Scenario: A pharmaceutical company will be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.
To prepare:
Review the provided scenario.
Identify individual and industry-based consumers for the prescription drug product in the scenario. Consider buying behaviors and characteristics of these consumers.
To prepare for this discussion:
Review this week’s Learning Resources.
Respond by Day 6 and continue the discussion through Day 7:
- Expand on this discussion by highlighting the differences between your posting and your colleagues’ postings. Provide additional insights or alternative perspectives.
- The initial post must require four (4) current quality references and two (2) peer-reviewed articles from the UC online library. Including references in your replies to classmates is optional but recommended.
- Your initial answer must be 250-300 words, not counting the list of references.
Answer preview for Identify individual and industry-based consumers for the prescription drug product in the scenario. Consider buying behaviors
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