Marketing for Health Care Lydia Wooten Health Care Marketing Analysis HCS/539 November 26, 2012 Debra Schrager Health Care Marketing Analysis Planned Parenthood has been established since 1916. That was created by women named Sanger, her sister, and friend that created a birth control clinic. They develop Planned Parenthood for the reasoning on fighting for women’s health, rights, and equality. The company stood for each right of individual to have control of his or her fertility regardless of income status, marital status, race, age, nationality, or sexual orientation. Sanger incorporates the American Birth Control League, an ambitious new organization that embraces the global issues of world population growth, disarmament, and world famine” (Planned Parenthood, n. d. ). Planned Parenthood provides many services on reproductive health services and for reason they are the largest in the U. S. including cancer screening, HIV screening and counseling, contraception, and abortion. Other health services may not offer family planning as Planned Parenthood does and they help serve a large proportion of women.
Planned Parenthood helps care, test, and treat a large part of the population including teenagers, men and women. Several corporations and media are against the organization for reasons but Planned Parenthood believes they are the help, face and voice for the people who need counseling or aid. Throughout this paper I will describe how product, pricing, place, and promotion are important to the establishment of Planned Parenthood. Product Planned Parenthood is design for a health services to assist anyone whether young, male or female and assist them in many areas.
Some of their services are checkups for reproductive or sexual health problems, infertility screening and referral, routine physical exams, vasectomy, and prostate cancer screenings along with many more services. Women who are seeking specialized health services have the opportunity to received their services which include contraception’s which can be birth control or morning after pill, abortions, screening, testing such as HIV/AIDS or any other sexual transmitted disease, pregnancy testing, prenatal care, infertility, and general health care.
Pricing Planned Parenthood offer affordable services to all that seek health care service. The price will vary based on the type of procedure that will be needed such as abortion range from $350 to $485. One good option that Planned Parenthood offers is a service where it is little or no cost that depends on the family size or the income of the patient. “Planned Parenthood works to make health care accessible and affordable. Some health centers are able to charge according to income. Most accept health insurance.
If you qualify, Medicaid or other state programs may lower your health care costs (Planned Parenthood, 2012). For instance, if a single parent makes less than $2,522 per month it is possible there health service can be low cost or even free because of the low income due to cost of living. For patients who qualify for free services include birth control, pap smears, emergency contraception, and sterilization. Another reason why Planned Parenthood Price is free or low cost than other health services because they rely on donations from other avenues.
Planned Parenthood receives one-third of its budget, $300 million, from the Federal Government from US taxpayers (Parker, 2008). Place Planned Parenthood is national known and they have over 77 locations throughout the U. S. and just recently they are global. “There are 77different independent local affiliates that operate over 800 health centers around the United States” (Planned Parenthood, n. d. ). Each health facility offers different services due to regulations that some health clinics may offer and it could be illegal at other clinics such as abortions. Planned Parenthood offers Information for teens at the clinics.
There is counseling for the teens which allows them to understand certain changes that occurs with their bodies as well as support and which gives them extra guidance if they were to get pregnant or decide to have an abortion. Each clinic also has a counselor who is available to help those patients overcome difficult times or understand why things are happening to them. The employees are trained to help with all type of health services and counseling methods to help the patients understand the organization but also to help the organization to understand the patients. Promotion Planned Parenthood is promoted by Action Fund engages in educational and electoral activity, including legislative advocacy, voter education, and grassroots organizing to promote the Planned Parenthood” (Planned Parenthood Fund Inc, 2012). Planned Parenthood is advertising with billboards all around the U. S for their services, Internet access for the new generation, and publishing commercials on television to help export their services to help create new patient clientele. Another major promotion Planned Parenthood is established is the Susan G Komen breast cancer foundation.
There foundation has recently joined together with Planned Parenthood to promote the importance of breast examination and early cancer detection. Another promotion tool that was recently used was during the debates from both candidates on prochoice or choice for the status on Planned Parenthood. The marketing tool has promoted in rural areas where majority patients who are without health insurance or low income families normally live. Marketing and Partnerships Planned Parenthood has partnered with the girl scouts where they appeared on NBC Today Show and show their support for the Organization (Beckman, 2012).
Just recently Planned Parenthood is joining with MTV and Kaiser to raise awareness on STDs to the youth. Interesting fact for the campaign that they encourage people of all ages to get themselves tested on STDs which was called get yourself tested (GYT) (Planned Parenthood, 2009). Planned Parenthood made a great move with Partnering with MTV so the advertising can direct their attention on young adults and teenagers which were marketable. MTV is an advertising tool that focuses on those who live in rural areas or people who are undecided on what is the best health care service to partake in.
Target Market Prior till now, Planned Parenthood focused more on communication to the public by advertising and by helping the black communities in the United States. Most of the Planned Parenthood in America clinics was strategically put in place that is located in black neighborhoods and schools. Since the Federal Government is responsible for one-third of the funding for Planned Parenthood, advertisements that are in federal buildings are vital to the success of Planned Parenthood.
The majority of the federal buildings are set up for programs that deal with citizens in poverty. This becomes another good reason for the use of Planned Parenthood advertising in such buildings. Planned Parenthood offers little to no cost medical care and services for those who may not have and need some type of health insurance. They also offer tools for parents to better help them communicate with their teens about sex, and other life-changing decisions. With these tools, parents can help build their own relationships with their teens.
Understanding the target market will help any organization to find the right type of organizations to collaborate with as well as to discover different ways to promote and marketing campaigns directed to their target market. Conclusion Planned Parenthood has continued to offer different birth control options to many women in need for over 95 years. They also offer a wide variety of services for men and not just women as well. They provide preventative care, testing, and treatments of STDs for teens and adults.
Planned Parenthood has recently been in the news due to the loss and regain of funding and promotion of the Susan G Komen Foundation. Planned Parenthood has also been a part of the presidential campaign and debate to whether abortion should be allowed or not. Planned Parenthood strives to help people who are at or below the poverty level by offering their services at little to no cost. Planned Parenthood has also targeted the youth population with the recent GYT campaign where they teamed up with MTV to promote testing for STDs. Planned Parenthood has made a name for itself, whether it has received a good or bad name.
Regardless, many people have used the services that Planned Parenthood has to offer. References Beckman, B. (2012). Girl Scouts partner with Planned Parenthood! Time for a boycott?. Retrieved from http://www. illinoisrighttolife. org/GirlsScouts_PlannedParenthood. htm Parker, S. (2008, June). Planned Parenthood and the ‘marketing of meaninglessness’. Retrieved from http://townhall. com/columnists/starparker/2008/06/30/planned_parenthood_and_the_marketing_of_meaninglessness/page/full/ Planned Parenthood. (2009, Spring). A Test You Want to Fail: 1 in 4 US Teen Girls has an STD.
Retrieved from http://www. plannedparenthood. org/northeast-pennsylvania/files/Northeast-and-Mid-Penn/PP_newsletter_Spring_09. pdf Planned Parenthood. (n. d. ). Health Info ; Services. Retrieved from http://www. plannedparenthood. org/health-topics/ Planned Parenthood of Nassau County, Inc.. (2012). Fees ; Payment Options. Retrieved from http://www. plannedparenthood. org/nassau-county/fees-payment-options-5062. htm Planned Parenthood Action Fund Inc. (2012). We are Planned Parenthood. Retrieved from http://www. plannedparenthoodaction. org/about-us/about-us. htm