No Plagiarism: President Learner Wants Your Assistance
No Plagiarism No Plagiarismpresident Learner Wants Your Assurance Tha
No plagiarism No plagiarism President Learner wants your assurance that the e-business acquisition will reduce administrative costs associated with traditional brick-and-mortar health care providers while also improving customer relationships. You are to compose a memo that briefs him about what the three different types of channels mean; your evaluation of the appropriateness of the three different channels for your vision of the new MedEd/CHC; and that explains, in at least 1 page, the specifics of your marketing plan for MedEd/CHC based on the type of channel you suggest. The memo should be 450–650 words and should include applying the strategic digital marketing channels continuum, as follows: Intermediation: The e-business’s information accessed through a brick-and-mortar medical health care or education provider Disintermediation: The e-business’s health care information and services accessed directly, often substituting or bypassing traditional medical service providers Reintermediation: The e-business’s health care information and services delivered by utilizing third-party online services for medical treatment advice, customer/user data analysis, registration and sponsorship payment processing, or information security protection Reintermediation may also include the e-business’s marketing channel strategies that combine online click-and-order information access with on-ground brick-and-mortar service delivery Support your assertions with links to online Web sites or services that have implemented the types of digital marketing strategy approaches referenced in your report. Please submit your assignment.
Paper For Above instruction
Introduction
The integration of digital channels in healthcare offers tremendous potential for reducing costs and enhancing patient engagement. As MedEd/CHC seeks to modernize its approach to healthcare delivery, understanding the different digital marketing channels—intermediation, disintermediation, and reintermediation—is essential for selecting the strategy that aligns best with its goals. This paper evaluates these three channels, assesses their appropriateness for MedEd/CHC, and outlines a comprehensive marketing plan tailored to the chosen channel.
Understanding the Three Digital Marketing Channels
The concept of digital marketing channels in healthcare has evolved considerably, providing various pathways for delivering information, services, and engagement opportunities to consumers. These channels fall along a continuum: intermediation, disintermediation, and reintermediation, each with unique characteristics and strategic implications.
Intermediation
Intermediation involves accessing healthcare information and services through a traditional brick-and-mortar healthcare provider, enhanced by online platforms. This hybrid model maintains physical locations where patients can receive in-person care, while supplementing their experience with digital tools such as appointment scheduling, teleconsultations, and educational resources. For example, Mayo Clinic employs their online portal (https://www.mayoclinic.org) to extend their in-clinic services digitally, facilitating patient navigation and engagement without replacing physical visits (Mayo Clinic, 2023).
Disintermediation
Disintermediation allows consumers to access healthcare information and services directly from digital platforms, bypassing traditional healthcare venues. This approach often leverages telemedicine services, online pharmacies, and health apps that provide consultations, diagnostics, and related services independently of physical clinics. Companies like Teladoc Health (https://www.teladochealth.com) exemplify this strategy by offering remote consultations that eliminate the need for in-person visits, thereby reducing costs and increasing convenience (Teladoc, 2023).
Reintermediation
Reintermediation incorporates third-party online services to deliver healthcare-related services, combining digital access with physical interactions when necessary. This model includes services that utilize third-party data analysis, online booking combined with physical service delivery, and cybersecurity. Platforms like Zocdoc (https://www.zocdoc.com) merge online appointment booking with physical doctor visits, while also leveraging data analytics to improve patient outcomes and streamline operations (Zocdoc, 2023). Reintermediation enhances patient experience by integrating multiple channels into a seamless service delivery process.
Assessment of the Appropriate Channel for MedEd/CHC
For MedEd/CHC, a hybrid approach that leverages reintermediation appears most suitable. This strategy provides a balanced model where digital tools facilitate scheduling, information dissemination, and preliminary consultations, while essential services still occur through physical channels when necessary. Reintermediation offers the benefits of cost reduction and improved customer relationships by providing a seamless integration of online convenience and in-person care.
Implementing reintermediation supports MedEd/CHC’s goal of reducing administrative costs by automating scheduling, patient registration, and data management through online portals (e.g., Zocdoc). Simultaneously, it enhances patient relationships via personalized communication and integrated care pathways, fostering higher satisfaction and loyalty. Moreover, this approach aligns with the current trend in healthcare, which favors a multi-channel strategy that combines online accessibility with traditional services.
Marketing Plan Based on the Chosen Channel
The marketing plan for MedEd/CHC will focus on leveraging reintermediation strategies to attract and retain patients. First, creating a user-friendly online portal will serve as the central hub for appointment bookings, patient education, and secure communication. This platform should be optimized for mobile devices to increase accessibility, reflecting the growing reliance on smartphones for healthcare management (Davis et al., 2020).
Second, targeted digital marketing campaigns will utilize search engine optimization (SEO), pay-per-click (PPC) advertising, and social media outreach to reach specific patient demographics. Content marketing involving health tips, success stories, and informational videos will position MedEd/CHC as a trusted authority in healthcare delivery. Incorporating gamification elements, such as wellness challenges, can foster engagement and loyalty (Huang & Rust, 2021).
Third, integrating third-party services like Zocdoc or Healthgrades into the platform for appointment scheduling and reviews will not only streamline patient access but also enhance credibility. These platforms serve as gateways to wider audiences and help build a strong online reputation. Additionally, employing data analytics to monitor patient interactions will allow for more personalized healthcare marketing and improved service delivery (Chen et al., 2022).
Finally, a community-oriented approach, offering webinars, health forums, and virtual health screenings, will foster ongoing engagement and position MedEd/CHC as an accessible health education resource. This multi-channel marketing strategy, rooted in reintermediation, optimizes patient experience while controlling costs.
Conclusion
Adopting a reintermediation strategy aligns best with MedEd/CHC’s vision for reducing costs and improving customer relationships. This hybrid channel leverages digital tools combined with physical services to create a seamless, patient-centered experience. A carefully crafted marketing plan that incorporates online portals, digital campaigns, third-party integrations, and community engagement will position MedEd/CHC as a forward-thinking healthcare provider committed to innovation and excellence.
References
Chen, L., Zhang, Y., & Wang, S. (2022). Data analytics in healthcare: Opportunities and challenges. Journal of Medical Systems, 46(3), 1-12.
Davis, S., Garcia, R., & Patel, A. (2020). Mobile health adoption and patient engagement. Health Informatics Journal, 26(4), 2379-2392.
Huang, M.-H., & Rust, R. T. (2021). Engaged to a Robot? The Role of AI in Service. Journal of Service Research, 24(1), 30-41.
Mayo Clinic. (2023). Patient Portal. https://www.mayoclinic.org
Teladoc Health. (2023). About us. https://www.teladochealth.com
Zocdoc. (2023). Find a doctor near you. https://www.zocdoc.com