For this discussion, you will consider the relationship between physicians and health organizations and examine how this informs healthcare marketing. You will also consider the role of the patient and customer and the ways in which they shop—or don’t shop—for healthcare, and you will examine how a healthcare organization’s marketing goals can most effectively target these individuals. In addition, you will determine the ethical considerations that need to be addressed when developing a marketing strategy that includes patients and physicians among its target audience.
To begin, review the module resources. Then, consider the difference between a patient and a customer and the role of physicians and patients in healthcare marketing. In your initial post, address the following:
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