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Nowadays, when there is a sufficiently large flow of solvent patients who want to receive high-quality medical care, there is a demand for expensive treatment. Such demand plays a crucial role in stimulating the introduction of new approaches and treatments. However, if the innovations being introduced are focused exclusively on paying patients, inequality in access to care increases. According to Gunawardane (2020), low-income residents are most in need of health care that are often denied access to health services. In this regard, it is especially important to respect the principle of equity and to help reduce social disparities that affect access to health services.
The health of people essentially depends on their social status. Low-income people lack the resources to meet basic needs and fully access health services. According to Berkowitz (2021), an individual’s dissatisfaction with their position in the social hierarchy, unbalanced nutrition, stress, and more frequent alcohol consumption are characteristic features of the lifestyle of representatives of the lower strata that cause deterioration in health. One marketing strategy might be to cover diseases that are common among the low-income residents of the chosen area. Berkowitz (2021) notes that low-income people are more susceptible to infectious diseases, as well as diseases associated with malnutrition. Moreover, it is necessary to study the morbidity features that are associated with a geographical factor. Perhaps in this urban, there is a widespread water pollution problem, or there is a plant that provokes the development of any diseases among the population. In this regard, the medical team needs to analyze the incidence in the area in order to form a marketing strategy based on the value proposition for this target audience.
People with low incomes give exceptional control over their finances. Gunawardane (2020) asserts that in conditions of limited finances, when receiving any service, including medical, it is essential for them to know its exact cost and characteristics. Thus, it is vital for the medical group to provide information to support their initiative and provide the audience with complete information about the services and a transparent price list. Since the medical group is focused on the residents of a particular urban, advertising is necessary. Outdoor advertising on banners, distribution of leaflets, and posting announcements on information stands will significantly contribute to informing citizens.
Since people have a low income, they are not ready to spend substantial amounts and tend to save money. In this regard, one of the marketing strategies aimed at this target group can be a variety of promotions. For example, a “Happy Hours” promotion may be offered – a 20% or 25% discount on a particular service at a specific time. Furthermore, customers can be offered a discount for reviewing on social media or referral services. Moreover, Berkowitz (2021) argues that a free trial service is a good strategy when engaging with low-income audiences. The goal is to let the patient try the service and evaluate the service of the clinic. At the same time, such a promotion will be offered in conjunction with another paid service. For example, it can be a free initial consultation with a doctor before an ultrasound. Package offers can be an alternative to classic promotions. In this case, the discount will be provided, but only for packaged products. The complex of services will be cheaper than each service separately.
References
Berkowitz, E. N. (2021). Essentials of health care marketing. Jones & Bartlett Learning.
Gunawardane, G. (2020). Modern health care marketing. World Scientific.
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