15 Jun Question Read the following chapters in the textbook
Question
Read the following chapters in the textbook:
Chapter 1: The Healthcare Industry and Healthcare Marketing
Chapter 2: The Growth of Marketing Efforts in Healthcare
Chapter 3: Strategy and Healthcare Marketing
Chapter 4: Ethics and Healthcare Marketing
Chapter 8: The Public
At the ProCon.org website athttp://prescriptiondrugs.procon.org/:
Review the article “Prescription Drug Ads: Pros and Cons – Should Prescription Drugs be Advertised Directly to Consumers?”
Watch the four short videos in the Gallery at the site.
Read these articles on DTC marketing:
“Direct-to-Consumer Pharmaceutical Advertising – Therapeutic or Toxic?” athttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/
“Direct-to-consumer advertising under fire” athttp://www.who.int/bulletin/volumes/87/8/09-040809/en/
Based on this workshop’s textbook readings, videos, and website readings, answer these questions in a three page paper:
What ethical principles apply to DTC pharmaceutical marketing?
Does DTC marketing empower consumers or enrich manufacturers?
Assume you are in a position to recommend to the FDA whether DTC marketing should be allowed, modified, or discontinued. What will you say?
Your three page paper should contain at least 1000 to 1200 words.
Use APA formatting, including 12-point font.
Correct use of citations and references is required.
paper 2
Create at least four to six slides providing overarching guidance for establishing a healthcare marketing and communication plan, addressing:
Relevant concepts of marketing
Market Definition
Products, Services, and Experiences
Needs, Wants, and Demands
Value and Satisfaction
Transactions and Relationships
Stakeholders
Advertising and Promotion
Ethical considerations: individual, organizational, and professional
Applicable biblical perspectives
Your course presentation should be professional and follow APA formatting. Correct use of citations and references is required.
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