MARKETING PROPOSAL
Profile of the Organization
The Kansas Health System is an establishment that is characterized as a health system since it provides nursing and general hospital services. Its mission is to furnish the community with timely and wholesome health care services through remediation, teaching, and facilitating the healing process for the sick. The institution’s vision is to elevate the living standards of the community at large by furnishing it with quality and affordable health services. The scope of services offered by the institution range from among others, neurosurgery, geriatrics, and cancer therapy to endocrinology, pulmonology, care for diabetics, and urology. The institution is based in Kansas City, Westwood, Overland Park, and Shawnee, Kansas.
Marketing Initiative
It was proposed that a proton therapy facility was to be built. This therapy puts tumor cells in check and is proposed as a substitute for the use of x-ray radiation treatment. The benefit to be derived is better accuracy in targeting tumors (Wang et al., 2017). Cancer is a global issue that is characterized by huge costs and a rise in the death toll associated with the disease, an outcome of metastases. The establishment of such a facility will help to tame the disease and ensure that the state of public health is elevated.
Customer needs
This opportunity is meant to serve cancer patients across the U.S. and in the United Kingdom, and thereby reduce the number of deaths that are attributed to the disease. In this case, the U.S. citizens are the primary consumers of the services rendered by the facility whereas people from other designations such as the UK are also welcomed to explore the proton therapy services as secondary consumers. There exists a category of cancer patients who perceive x-ray radiology to be risky, especially since the tumors grow on risky areas, with the example of a brain tumor which can best be treated using proton therapy to evade the intolerable risks that are inherent to the use of x-ray radiations (Sarria et al., 2020).
Four P’s
The four P‘s constitute the product to be issued, the pricing standard, the place where it is offered, and the promotion initiative (Colbert, 2017). The product to be marketed is proton therapy, and it is perceived to be better at targeting cancerous cells and less risky than x-ray therapy. A cancer patient with a brain tumor will opt to seek the services of the facility because of the intolerable risks that are inherent to his or her condition than another institution that offers x-ray radiology. The price of the services is anticipated to be on par with x-ray radiology. This enhances the probability that a health care professional will refer a cancerous patient to the University of Kansas proton radiology facility as opposed to another facility that offers x-ray radiology as there are fewer risks and a more efficient therapeutic outcome. The proton radiology facility will be established in Kansas since it is an extension of the University of Kansas health unit. The promotion of the community’s health services is an aspect that the University of Kansas health unit targets. This is because it is the most crucial aspect of our marketing mix. We aim to make a large number of people aware of our product; thus, we will use various communication strategies such as using social media to promote our product, word of mouth to our clients. We will also use fliers that will be spread to the community so that the product will be widely known. Lastly, we will offer a discounted price to our clients, which will help attract more clients. The promotion of the community’s health services is an aspect that the University of Kansas health unit targets. Establishing the proton radiology facility is set to advance the sets of health services accorded to cancer patients. They will acquire all therapeutic services under one roof.
Drivers of Demand
The psychographic factors elevate the persistence of cancer to degrade public health. Unhealthy lifestyles increase the number of cancer patients or agitate the disease to take hold of the host if it exists in a dormant state (Conti et al., 2020). This prompts remediation, and it manifests as a driver of demand since it is expected that cancer will not be eradicated anytime soon. Structural factors, with reference to the use of technology to combat diseases, is also a driver of demand. Proton radiology is an application of creativity and innovation with the use of technology to compose a medical response to cancer.
References
Colbert, F. (2017). A brief history of arts marketing thought in North America. The Journal of Arts Management, Law, and Society, 47(3), 167-177.
Conti, L., Del Cornò, M., & Gessani, S. (2020). Revisiting the impact of lifestyle on colorectal cancer risk in a gender perspective. Critical Reviews in Oncology/Hematology, 145, 102834.
Sarria, G. R., Petrova, V., Wenz, F., Abo-Madyan, Y., Sperk, E., & Giordano, F. A. (2020). Intraoperative radiotherapy with low energy x-rays for primary and recurrent soft-tissue sarcomas. Radiation Oncology, 15, 1-7.
Wang, L., Wang, X., Li, Y., Han, S., Zhu, J., Wang, X., … & Sahoo, N. (2017). Human papillomavirus status and the relative biological effectiveness of proton radiotherapy in head and neck cancer cells. Head & neck, 39(4), 708-715.