When developing a marketing plan, it is important to understand that healthcare consumers differ from consumers in other markets

When developing a marketing plan, it is important to understand that healthcare consumers differ from consumers in other markets. One of the most significant distinctions is that healthcare consumers are often not selecting the products or services they are purchasing. Instead, doctors or other healthcare providers decide what services or products consumers need. This means that when marketing in healthcare, organizations should consider both the consumer and the provider. For this discussion, you examine healthcare consumers’ buying behaviors 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.