8 - Service Marketing Flashcards
1
Q
Characteristics of a service
A
- Lack of ownership
- Intangibility
- Inseparability (from service provider)
- Heterogeneity
2
Q
Describe market segmentation for service marketing
A
- Specific group who will benefit from the service
- Services offered to a targeted group
3
Q
Describe niche marketing for service marketing
A
- Narrowly defined groups w/ specific focus
- Allows customization of services
4
Q
How to identify potential markets for service marketing
A
- Listening to px needs
- Analyzing data specific to niche market
- Identifying prescribers
- Pt surveys or focus groups
5
Q
Customer service tips
A
- Never be pulled into an argument w/ a customer
- Make sure that it is easy for your customers to access a person, return an item or ask questions
6
Q
How to market a service
A
- Know what your patients needed (specific healthcare needs, what the service will do for the patient)
- Increase awareness of the service
- Explain service to patient as it is an intangible service and something they may not see the value in
- Provide tangible product for patient to “take home” (ex: pamphlet explaining the service, medication list)
7
Q
Describe transactional marketing
A
- Strategy that involves achieving a quick sale w/o significant attempt to build a relationship w/ the patient
- Advertising and promotions directly related to making a sale
- Short term focus on promotion
- Relationship building isn’t required to make the sale
8
Q
Describe relationship marketing
A
- Refers to attracting, maintaining, and enhancing pt relationships
- End goal = create a mutual benefit for both pharmacist and pt
- Target selected groups and provide high quality services based on the groups needs
- Development of close, collaborative interactions w/ px or other HCPs
9
Q
4 P’s of relationship marketing
A
- Product
- Price (assess willingness of pt to pay for service prior to implementation)
- Promotion
- Place (making service available at right place and time)
10
Q
Describe some sales techniques for services
A
- Provide a basic service free and encourage pt to consider the full service (ex: pamphlet discussing the service, basic info about a chronic condition)
- Offer the most comprehensive and expensive service first
11
Q
Service differentiation examples
A
- Autofill programs
- Medication reviews
- Medication synchronization
- Upselling pharmacy services
- Disease state management programs
- Medication management programs (focus on costs, appropriate tx and monitoring)
- Community outreach programs
- Home visits
- Delivery systems
12
Q
What must a marketing strategy be?
A
- Credible
- Unique
- Communicate values
- Fit your target market
- Sustainable
13
Q
Benefits of websites for service marketing
A
- Used to promote services and products to a wide range of potential customers
- Cheaper and more flexible than advertising using “traditional” methods
