When developing a marketing plan, it is important to understand that health care consumers differ from consumers in other markets. One of the greatest distinctions is that health care consumers are often not the ones to select the products or services they are purchasing. Instead, doctors or other health care providers decide what services or products consumers need. This means that when marketing in health care, organizations should consider both the consumer and the provider. For this Discussion, you examine buying behaviors of health care consumers in the following scenario and recommend strategies to market a drug product.
Scenario: A pharmaceutical company is going to be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.
Identify individual and industry-based consumers for the prescription drug product in the scenario. Consider buying behaviors and characteristics of these consumers.