The Implication of Information Technology on Marketing Technique of Healthcare Industry

Table of Contents
  1. Abstract
  2. Introduction
  3. Functions of Information Technology in Healthcare Industry
  4. Advantage and Disadvantage of IT in Healthcare
  5. Challenges that Healthcare Marketers Face
  6. Past and Present Marketing Activities
  7. Conclusion
  8. References


The progress of data expertise has remodeled advertising and marketing methods of most industries. In the healthcare business, IT has modified the way in which entrepreneurs relate with clients. Information expertise has made it straightforward for the healthcare business to create model consciousness and enlighten the general public on well being issues. Many hospitals create persuasive info and share it by way of web sites to draw purchasers.

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One can simply discover consumer-focused healthcare info on the web. Information expertise enhances communication amid departments within the healthcare business. It additionally performs a important position when planning for affected person discharge. Doctors can work with sufferers remotely. Additionally, IT makes it doable for sufferers to entry remedy at any healthcare facility.

The services can simply share sufferers’ well being info. The main drawback of data expertise is that it topics sufferers’ information to safety points. Healthcare entrepreneurs encounter challenges in guaranteeing the privateness of sufferers’ info.

The info is liable to identification theft, malicious manipulation and hacking. Globalization has made it laborious for entrepreneurs to develop a advertising and marketing technique that meets the wants of distinct market segments throughout the globe. Additionally, it has made it unattainable for healthcare organizations to find out what advertising and marketing companies to outsource and people to maintain in-house.


Growth in info expertise (IT) has revolutionized the healthcare business. Nowadays, healthcare business makes use of IT for numerous functions. One of the areas the place the business applies IT is advertising and marketing. Devaraj and Kohli (2015) argue that IT assists hospitals to get good returns from their advertising and marketing {dollars}.

Presently, most individuals are expertise savvy. Besides, virtually each family owns a cell phone or a pc. Improvement in web connection has made it straightforward for a lot of shoppers to do advertising and marketing on-line. According to Devaraj and Kohli (2015), shoppers buy totally different services together with healthcare on-line. Consequently, many healthcare organizations use info expertise to create model consciousness.

Furthermore, the hospitals use IT to teach the general public on well being issues. Many hospitals use digital technique to amass purchasers and enhance affected person loyalty. The hospitals be sure that clients can simply entry details about their companies.

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Devaraj and Kohli (2015) keep that nearly each hospital has a web site. The websites are designed in a user-friendly method to draw potential clients. Moreover, the websites comprise “quick links” toolbar that affect sufferers’ decision-making.

Hospitals use expertise to focus on totally different classes of sufferers. Devaraj and Kohli (2015) posit that healthcare establishments use purchaser persona profiles to section their goal sufferers. Indeed, expertise has been a sport changer within the advertising and marketing technique for the healthcare business. This report will talk about the impacts of IT on the advertising and marketing technique of the healthcare business.

Functions of Information Technology in Healthcare Industry

Kilo (2005) defines info expertise (IT) as, “The application of computers or mobile devices and the internet to store, retrieve, transmit, and manipulate data, or information, often in the context of a business or other enterprises” (p. 1297). Information expertise has quite a few contributions within the healthcare business and different industries.

Apart from the healthcare business, the hospitality business additionally exploits info expertise in advertising and marketing methods. Information expertise permits each the healthcare and hospitality industries to appreciate advertising and marketing automation (Kilo, 2005).

The healthcare organizations ship emails to sufferers to know their well being standing. Besides, they ship emails to enlighten the sufferers on the accessible companies. Many sufferers neglect their appointments with docs. Therefore, hospitals ship emails to sufferers to remind them about their appointments. It helps to create a rapport with sufferers and enhance their loyalty.

On the opposite hand, hospitality organizations ship emails to potential clients. Kilo (2005) claims that many organizations ship low cost emails to purchasers on particular events like birthdays.

Most hospitality organizations have refined advertising and marketing purposes that allow them to establish and speak to potential clients who go to their web sites. The IT helps the hospitality organizations to observe and foster their prospects, thus rising their buyer base and selling repeat enterprise.

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Cline and Haynes (2001) declare that no less than 67% of purchasers search options to well being points from the web. The healthcare business understands that there’s an infinite market that seeks details about healthcare merchandise and types.

Thus, most well being care organizations use IT to promote their contents. According to Cline and Haynes (2001), many hospitals create compelling info and share it on web sites to seize purchasers. Cline and Haynes (2001) declare that it isn’t laborious to search out consumer-focused healthcare info on the web. Some hospitals have on-line communities the place sufferers share their expertise.

Healthcare services use IT to generate content material that reacts to sufferers’ wants and echo their distinctive journey. While healthcare business makes use of IT to attract the eye of sufferers, the hospitality business makes use of it to market its services.

Hotels share info concerning their services on web sites. On the opposite hand, whereas the healthcare business makes use of IT to supply knowledgeable recommendation to potential sufferers, the hospitality business makes use of it to market merchandise to most people.

Healthcare business makes use of cellular instruments to allow shoppers to handle their well being. Research performed by the American Marketing Association discovered that healthcare business makes use of cellular gargets to help clients to watch their coronary heart charge, weight and health ranges in a bid to handle continual sicknesses (Cline & Haynes, 2001).

Today, healthcare entrepreneurs are within the course of of making extra cellular methods of reaching shoppers as a approach to construct belief and improve enterprise.

Besides, many hospitals use cell telephones as the usual technique of communication between physicians and sufferers. The docs can use telephones to look at a affected person and provide remedy suggestions remotely. On the opposite hand, hospitality business makes use of cellular instruments to achieve current and prospect purchasers. Customers use cell telephones to inquire concerning the accessible companies and place orders or ebook a reservation.

Advantage and Disadvantage of IT in Healthcare

Information expertise has quite a few advantages to the healthcare business. According to Bates (2000), IT facilitates communication amid totally different departments in a hospital. Employees don’t require shifting from their workstations to relay info.

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They can simply do it by way of social media or different communication platforms. Effective communication facilitates discharge planning. Before finishing up discharge, one has to make sure that a affected person has cleared with all of the departments. Information expertise makes it straightforward for the hospital workers to retrieve details about a affected person and liaise with different departments in occasions of discharge.

Bates (2000) avers that IT facilitates enhancement of high quality within the healthcare business. Through info expertise, hospitals can hyperlink their databases to ensure info sharing. Besides, it’s straightforward for various healthcare services to conduct joint analysis.

As a end result, the hospitals can shortly establish one of the best remedy for numerous sicknesses. Today, IT has minimized the burden of getting to switch a affected person from one facility to a different. A specialised physician can deal with a affected person remotely, because of IT.

Kotler and Clarke (2003) maintain that IT has improved entry to healthcare companies. In return, it has enabled the healthcare services to extend their buyer base. Hospitals retailer sufferers’ info electronically. Before, the invention of informatics, sufferers needed to stick with a single healthcare facility the place all their well being info was saved.

Today, distance is insignificant when searching for well being companies. A doctor can remotely entry affected person’s info and supply the requisite companies. Bates (2000) holds that sharing of well being info amid hospitals helps to scale back medical errors and assure sufferers’ security. Information expertise permits healthcare services to supply personalised companies.

Personalization promotes buyer empowerment. Today, IT has enabled sufferers to take management of their well being. Patients use computer systems and cellular units to speak with docs and share movies or footage of their issues. Some hospitals have interactive affected person expertise that permits the sick to study extra about their situations. It facilitates empowerment. Patients discover ways to handle their situations.

According to Kotler and Clarke (2003), healthcare entrepreneurs use info expertise to mine information concerning sufferers. Data mining is a important avenue of enhancing the aggressive fringe of a corporation. The information extracted assist the healthcare organizations to formulate advertising and marketing methods. They perceive the wants of various sufferers and may provide tailored companies.

Additionally, information mining helps healthcare organizations to mission the longer term wants and plan prematurely. Apart from enhancing aggressive edge, info expertise permits healthcare organizations to ensure buyer satisfaction. The organizations have choices the place clients can charge their companies on-line. They obtain buyer suggestions in actual time. It helps to measure the extent of satisfaction and establish areas that require enchancment.

As per Lu, Xiao, Sears, and Jacko (2005), info expertise just isn’t error proof. Overreliance on the shared info could lead to errors. Not all of the shared info is correct. Some sufferers could give false info resulting in physicians giving improper remedy.

Besides, hospital workers could alter sufferers’ info on malicious grounds. Lu et al. (2005) cite weak connection amid pc techniques, information fragmentation, and affected person misidentification as some components that contribute to errors. Additionally, info expertise compromises the protection of the sufferers’ info.

The shared info is susceptible to hacking, unauthorized use, and identification theft. In some instances, info expertise weakens the harmonization and suggestions mechanisms in nurse-doctor cooperation.

Challenges that Healthcare Marketers Face

Healthcare entrepreneurs encounter quite a few issues within the software of data expertise as a advertising and marketing instrument. One of the challenges is the price of putting in and sustaining an IT platform. Installation of an IT system entails the acquisition of {hardware} like computer systems and web units.

The value of procuring high quality computer systems and dependable Internet companies could also be costly to most healthcare services (Rooney, 2009). Besides the procurement of data techniques and internet companies, a well being heart requires coaching its entrepreneurs in the right way to use the system. Training is dear with respect to time and sources. The time that the healthcare entrepreneurs spend on coaching will be utilized for different productive actions.

Dhar and Balakrishnan (2006) declare that globalization has resulted within the opening of the worldwide market. Besides, it has led to stiff competitors. For a corporation to succeed on the earth market, it should be sure that its advertising and marketing efforts translate into gross sales. Globalization has made it troublesome for healthcare entrepreneurs to ascertain international manufacturers.

The healthcare entrepreneurs encounter challenges within the creation of an IT advertising and marketing technique that concentrate on the world market. The international market is intricate and fragmented. Healthcare organizations require creating totally different advertising and marketing methods for numerous elements of the world.

Dhar and Balakrishnan (2006) allege that in a globalized context, the entrepreneurs ought to use IT to facilitate the belief of a strategic imaginative and prescient. Unfortunately, many healthcare entrepreneurs enable info expertise to take the lead in advertising and marketing methods as an alternative of selling their achievement.

According to Dhar and Balakrishnan (2006), globalization facilitates the outsourcing of promoting actions. Healthcare organizations don’t require procuring an IT system for advertising and marketing functions. Instead, they will outsource the companies to different firms.

Unfortunately, the safety points related to globalization and IT system pose a big menace to organizations. It turns into troublesome for the healthcare entrepreneurs to find out the capabilities to outsource and people to maintain in-house. The incapability of the healthcare services to set clear schedule and scope leads to the outsourced companies not yielding vital outcomes.

Healthcare entrepreneurs have the obligation to ensure the protection of sufferers’ info of their custody. The Health Insurance Accountability and Portability Act (HIPAA) requires that healthcare organizations make sure the privateness of medical data (Dhar & Balakrishnan, 2006).

The healthcare entrepreneurs encounter challenges in transmitting well being info with out compromising its confidentiality. Today, all on-line information is liable to cyberattacks. The up to date cyberattackers are versed with hacking.

The hackers use refined packages which might be laborious to detect or defend. Thus, at this time, healthcare organizations face the problem in reinforcing their IT safety. The healthcare entrepreneurs have to stay observant and often watch the IT techniques to establish doable malware.

Thomas (2014) claims that almost all healthcare entrepreneurs wouldn’t have expertise in info expertise. Thus, they will hardly detect malware, thus subjecting the IT techniques to an infinite menace.

Past and Present Marketing Activities

According to Kotler and Clarke (2003), 5 key options distinguish the previous and current advertising and marketing actions. They are customer-orientation, market analysis, market planning, built-in advertising and marketing, and buyer satisfaction. Thomas (2014) avers that enterprise actions have to be geared in direction of creation and satisfaction of buyer wants. In the previous, healthcare entrepreneurs centered on rising the gross sales quantity.

They didn’t care if the healthcare services or products met the wants of the purchasers. However, at this time, the entrepreneurs contemplate the impacts of promoting choices on clients. The previous entrepreneurs did little market analysis earlier than introducing a product to the market (Thomas, 2014).

In the top, they ended up flooding the market with a single services or products. Nowadays, entrepreneurs conduct an intensive market analysis to grasp the wants of shoppers. It helps them to maintain abreast with the calls for of the market.

The main goal of a corporation is to make a revenue by assembly the wants of shoppers. In the previous, healthcare entrepreneurs neglected the significance of promoting plan. However, within the up to date world, healthcare entrepreneurs provide you with a advertising and marketing plan earlier than embarking on a advertising and marketing exercise. It permits the entrepreneurs to introduce the worth of consumer-orientation into the enterprise system.

Thomas (2014) claims that disintegrated advertising and marketing characterised previous organizations. Each organizational unit was liable for its advertising and marketing actions. Today, built-in advertising and marketing depict the brand new corporations. The entrepreneurs develop a advertising and marketing combine that facilitates the belief of the objectives of all organizational models.

Customer satisfaction is likely one of the advertising and marketing options of the up to date organizations. In the previous, entrepreneurs centered on revenue maximization. Today, the entrepreneurs search to extend revenue by guaranteeing buyer satisfaction.

Information expertise has resulted in adjustments in advertising and marketing methods. In the previous, healthcare organizations used print media, radio, and tv to achieve potential clients. Additionally, the healthcare organizations bought house on massive dailies to market their companies.

Besides utilizing media, the hospitals relied on phrase of mouth and promotion campaigns. Most hospitals inspired sufferers to refer their colleagues to the services. Wu, Wang, and Lin (2007) declare that some hospitals needed to set up for company social accountability packages to market themselves.

The emergence of data expertise modified the way in which hospitals market themselves. Today, most healthcare organizations have web sites and e-mail techniques that they use for advertising and marketing functions (Wu et al., 2007). The web sites include details about the hospitals.

Customers can go to the web site to know the placement of the healthcare facility in addition to the companies it affords. Some healthcare entrepreneurs use cellular units to market their companies. The entrepreneurs ship messages to current clients and prospects. Others ship random emails to potential purchasers as a approach to create model consciousness.


The progress of data expertise has remodeled the advertising and marketing methods of the healthcare business. Information expertise has enabled the healthcare business to realize advertising and marketing automation. The business sends emails to sufferers to enlighten them on well being issues and to know their situations.

Technology has allowed healthcare business to create on-line communities. The communities are useful in sharing sufferers’ experiences with potential clients. IT has enhanced communication and cooperation within the healthcare business. Additionally, it has aided in minimization of medical errors. Healthcare entrepreneurs use IT in information mining.

The info gathered by way of IT helps within the preparation of promoting plan, thus boosting the aggressive benefit of the healthcare organizations. Information expertise permits healthcare business to supply personalised companies that facilitate client empowerment.


Bates, D. (2000). Using info expertise to scale back charges of remedy errors in hospitals. British Medical Journal, 320(1), 781-788.

Cline, R., & Haynes, Okay. (2001). Consumer well being info searching for on the web: The state-of-the-art. Health Education Research, 16(6), 671-692.

Devaraj, S., & Kohli, R. (2015). Information expertise payoff within the health-care business: A longitudinal examine. Journal of Management Information Systems, 16(4), 41-67.

Dhar, S., & Balakrishnan, B. (2006). Risks, advantages, and challenges in international IT outsourcing: Perspectives and practices. Journal of Global Information Management, 14(3), 59-89.

Kilo, C. (2005). Transforming care: Medical apply design and knowledge expertise. Health Affairs, 24(5), 1296-1301.

Kotler, P., & Clarke, R. (2003). Marketing for well being care organizations. Englewood Cliffs, NJ: Prentice-Hall.

Lu, Y., Xiao, Y., Sears, A., & Jacko, J. (2005). A evaluate and a framework of handheld pc in healthcare. International Journal of Medical Informatics, 74(5), 409-422.

Rooney, Okay. (2009). Consumer-driven healthcare advertising and marketing: Using the online to rise up shut and private. Journal of Healthcare Management, 54(4), 241-251.

Thomas, R. (2014). Marketing Health Services. Chicago: Health Administration Press.

Wu, J., Wang, S., & Lin, L. (2007). Mobile computing acceptance components within the healthcare business: A structural equation mannequin. International Journal of Medical Informatics, 76(1), 66-77.

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