BUS FPX 4124 Assessment 1 History and Evolution of Health Care Marketing Report

Student Name

Capella University

BUS-FPX4124 Health Care Marketing and Strategic Planning

Prof. Name:

Date

Healthcare Marketing in the United States

Healthcare marketing has become a vital function within the United States healthcare delivery system. This report examines the history and evolution of healthcare marketing, the factors influencing its acceptance, and its integration into the management operations at AxessPointe Community Health Center.

History & Evolution of Healthcare Marketing

Healthcare marketing, primarily an American concept, has undergone significant development over the years. It emerged in the early 20th century, starting as sales-oriented terminology in the 1910s. By the 1950s, marketing strategies began taking shape in the healthcare sector. Post-World War II, America shifted into a consumer-driven economy, with increased income levels and the introduction of consumer credit, which allowed individuals to select goods and services based on personal preferences (Thomas, 2015).

During the 1970s, the rising demand for stable payment systems and healthcare services led to heightened competition among hospitals, necessitating the use of strategic communication to attract patients. The increasing role of employers and consumers as purchasers of healthcare services fostered a business-oriented approach, leading to managed care and capitated payments (Thomas, 2015). In the late 20th century, healthcare services were part of a market-driven economy, and by the early 2000s, technology significantly impacted the field. Patients could now research, compare, and purchase health-related services online, while innovations such as electronic health records (EHRs) further enhanced their interaction with healthcare providers. This transformation not only improved patient engagement but also fueled the demand for effective healthcare marketing strategies (Thomas, 2015).

Factors Leading to Acceptance

One of the pivotal factors contributing to the acceptance of marketing in the healthcare industry has been the widespread use of social media for social marketing. Social marketing utilizes marketing principles to drive social change, promote public health, and encourage behavioral changes (CDC, 2021). Through social media, healthcare organizations effectively engage with target audiences, disseminate information, and deliver impactful interventions.

Unlike traditional consumers, healthcare consumers are often insulated from pricing details due to the unique financial structures in the sector (Thomas, 2015). This necessitates innovative marketing approaches that highlight quality, accessibility, and service value over cost. Social media platforms provide healthcare providers with an effective medium to raise awareness, communicate their offerings, and foster trust with their patients.

Real-World Application

In my position as a billing manager at AxessPointe Community Health Centers, marketing plays a crucial role in supporting organizational objectives. AxessPointe, a not-for-profit Federally Qualified Health Center (FQHC), is committed to advancing public health through reduced-cost services, community outreach, and financial assistance. The organization, accredited as a patient-centered medical home (PCMH) by the National Committee for Quality Assurance (NCQA), relies on diverse communication strategies, including social media, to promote services in medical, dental, and behavioral health care.

By leveraging these outreach efforts, AxessPointe effectively increases patient awareness and expands its patient population. Marketing supports the center’s mission of serving underserved communities while aligning with its strategic goals to improve healthcare access and quality.

Conclusion

The evolution of healthcare marketing in the United States reflects its transformation from a nascent concept to a cornerstone of modern healthcare delivery. The emergence of digital platforms, particularly social media, has revolutionized marketing practices, enabling healthcare organizations to reach larger audiences and promote their services effectively. By adopting social marketing principles, healthcare providers can better align with patient needs and societal health goals.

References

AxessPointe Community Health Centers. (2021, July 24). Community Health Care | About Us | AxessPointe Health Center. https://axesspointe.org/meet-axesspointe/

Centers for Disease Control and Prevention. (2021, March 5). Social Marketing | Respond | Effective Interventions | HIV/AIDS | CDC. https://www.cdc.gov/hiv/effectiveinterventions/respond/social-marketing/