Implementation of Marketing Strategy

Implementation of Marketing Strategy

Introduction

Healthcare marketing involves marketing strategies that aim at increasing awareness of a healthcare organization and attracting new patients. Care providers, advocacy groups, suppliers, and insurers play an essential role in the success of marketing to ensure sustainable growth. Healthcare is changing from volume-based to quality-centered industry. There is an increase in competition as nearly all organizations offer relatively the same services. Marketing boosts the client base of a health facility as it demonstrates to potential patients how an organization differs from the rest in respect to the practice and service delivery. A successful marketing strategy leads to an increase in loyal patients and also an influx of new clients. The United States has the highest healthcare expenditure in the world. In 2016, the cost accumulated to $3.3 trillion, which represented 17% if the Gross Domestic Product. Most healthcare organizations in the country have increased promotional activities to capture the market share. The purpose of this paper is to extensively analyze the marketing strategy of Johnson & Johnson’s healthcare organization. The institution specializes in consumer health products, pharmaceutical products, and medical devices. It is the world’s largest healthcare company, which, for more than 130 years, has actively contributed to the accessibility of affordable and quality care and creating a healthier society worldwide.

Overview of the healthcare organization

Johnson & Johnson (JNJ) is a diversified healthcare organization that was founded in 1886. The company offers consumer health products such as oral care, baby care, and healing products to promote healthy living. Some of the medical devices it provides are surgical, eye, orthopedic equipment. The organization offers neurovascular and cardiovascular interventional solutions. Its pharmaceutical products are designed for infectious diseases, immunology, oncology, and hypertension. The company is contributing to the health industry by transforming prevention, interception, and treatment of diseases. The organizational headquarters are based in New Jersey, USA.

The organization is driven by values outlined in a document known as Our Credo. The primary responsibility of JNJ is to provide high quality products and services for patients, parents, and health professionals. It consistently strives to ensure high value and affordable care that benefits both the organization and its business associates. The company is responsible for its employees and the communities it works with. Employees have the privilege of an inclusive work environment where there is respect and dignity of all individuals. JNJ encourages all its workforce to participate in decision making, suggestions, and even raise complaints were necessary. The recruitment process targets diverse applicants to bring a wide range of ideas and also promote innovation. The organization participates in improving the living standards of people they interact with. They support charity organizations, education, protection of natural resources, and fair payment of taxes to contribute to revenue collection. For profitability, all stakeholders are tasked to encourage the experimentation of new ideas. Facilities are provided for research and innovation.

Marketing Strategy

Professional Medical Website

JNJ has a professional medical website with the latest information about advances in the field of medicine and diseases. It demonstrates practical understanding and expertise that reflects professionalism and the core responsibility of helping patients. The website which offers the first impression is user-friendly and allows new users to navigate easily. They can get the necessary information about the services and make informed decisions. The use of the website has made the company attract their target customers as it offers a platform to advertise and market their products and services. The website design uses images, colors, and fonts that promote a positive perception of the website. Besides, it is responsive to all types of devices, including mobile phones. Therefore, the optimization makes it possible for patients to access it from their smartphones when searching for the health organization. A visit to the JNJ website from www.jnj.com contains vital information about careers, innovations, and news. There is also a comment section that makes it possible to share suggestions that the organization can use to enhance its operations. Credo is available at the website to help health providers and patients understand the vision of the company and its ethical considerations. This marketing strategy contributes to trust and more convenient access to information regarding the company. It leads to an increase in customer base, either patients or health providers.

Social Media

The company performs its brand marketing through social media to create authenticity and display a positive image to the public. The digital platform promotes engagement as it appeals to patients and health professionals that JNJ is a trusted brand. An authentic image is essential in helping the purchase of goods and services. The company began using YouTube channels to educate customers about their products and enhance their understanding of the health organization. The idea has been thriving since it is suitable for people who prefer watching to reading and persons living with disabilities. Research suggests that social media play a vital role in healthcare marketing. Although it does not increase sales, it contributes to a general impression and facilitates a connection between an organization and consumers.

The digital channel provides an opportunity for customers to give reviews on products and services. It is possible to cover a large consumer base within a short duration, and different customers from diverse backgrounds will express how they feel about the brand. Since the core principle of JNJ is to provide quality and affordable care, it has listened to the patients, families, doctors, and nurses to turn their negative perceptions into positive views, thus beneficial to the organization. Johnson & Johnson has grown into an epitome of compassion by leveraging social media channels. Empathy is a critical element of patient satisfaction. It is significant in care delivery as it improves health outcomes, especially for patients suffering from chronic diseases. It increases loyalty to a particular healthcare organization because patients believe they are getting the best care. Therefore, there is an increase in those seeking services and products of that organization leading to profitability due to a rise in income.

Innovation

The implementation of Johnson & Johnson’s marketing strategy has led to change. The health organization has been able to attract and retain great talents. The corporate credo advocates for a challenging work environment that appreciates diversity and helps employees to find meaning in their work. The company is seeking to change healthcare through innovation positively. The workforce has heightened research to develop healthcare solutions that improve the care delivery system.

An example is the use of artificial intelligence in performing surgeries. The organization has collaborated with other innovators to develop modern healthcare solutions that improve the diagnosis and treatment of patients. The company has contributed to research through funding and equity investments. The collaboration is vital to the organization and its partners as it expands the market share, improves the pricing of products, and is essential in the creation of new products. For example, since the development of adhesive strips and Tylenol, innovative products have enhanced quality care among patients. The company has benefited in the sales, thereby earning more revenue, thus profitability.

According to the World Health Organization, healthcare innovation is essential in promoting efficiency, sustainability, and quality health practices. It encourages more research, education of health professionals, and patient satisfaction. Innovation yields advanced solutions and care delivery methods. Health stakeholders are attracted to efficient systems. Hence the implementation of the JNJ marketing strategy has been a key to its sustainable growth and profitability. The organization reaps the advantages of workplace diversity that draws and retains a pool of the best talents into one place. People from different background promotes various ideas for solving a problem. They enhance decision-making that helps to develop patient-centered healthcare. The exploration of new ideas has led to the development of a solution leading to an increase in consumer base.

The Brand

The healthcare organization has adopted a marketing strategy that promotes its brand. The brand Johnson & Johnson is a marketing strategy as the healthcare organization has been in existence for over 100 years with outlets in 57 countries globally. Throughout the period, the firm has built a legacy, thus contributing to a competitive edge over its competitors. It is a principle of the company to satisfy its customers’ desires. The Credo defines what the organization stands for and conveys the personality of the employees. JNJ brand is more than its logo or name. It is evident in its culture and daily interactions with patients and health professionals. Over the years, the brand has grown significantly, attracting new people. They are willing to pay whatever cost to access the products and services just because of the renowned trading name. Band leads to loyal customers and employees. The company reputation is what builds it, so clients understand the role of the organization in their communities. Participation in charity projects and supporting the fight of a global pandemic such as infectious diseases has contributed to creating awareness about the company as not only a business entity but also a reputable healthcare organization. The brand has been integrated into almost all public contacts hence making consumers connect with it emotionally. It results to increase in the sales of the company products and services as people feel that the organization is part of them and also a crucial element in their livelihood.

Conclusion

The implementation of marketing strategy has led to numerous changes in the Johnson & Johnson healthcare organization. Some of the plans that the company has incorporated are the use of social media, innovation, professional medical website, and the brand itself. The overall effect has been an increase in patients and other health professionals seeking their services and products. An influx of customers has led to the generation of more income, thereby profitability. The marketing strategy has played a significant role in helping JNJ have a considerable market share of the American health industry, which is the world’s most expensive care delivery system. The strategy is in line with the company’s mission statement. Therefore, it strives for sales and marketing procedures that are ethical and are patient-centered. Credo promotes individual well-being as a priority in the health industry. The healthcare organization promotes integrity and transparency in its operations to ensure high business standards.