In this Module, we will be focusing on the ways in which wellness & prevention programs can be effectively marketed by health care organizations. You will have the opportunity to critically assess an existing wellness & prevention marketing program and to propose improvements upon it for your assignments.
Trends in Wellness & Prevention Marketing
The movement away from acute care toward prevention and wellness is leading hospitals and health systems towards a concomitant emphasis on making wellness a fundamental part of their strategic platforms.
According to Chuck Reynolds, a principal at the Benfield Group (a health care consulting firm based in St. Louis), wellness and prevention can be used in several strategic ways:
• Retail opportunities
• Community health improvement
• Wellness as a marketing tool
• Clinical integration and continuum expansion
• Health risk management.
Most health care organizations are not looking at wellness and prevention strategically and are missing opportunities, according to Reynolds. They may conduct health fairs for corporations, for example, but their efforts are fragmented.
According to Levy (2007), marketing wellness is largely about motivating individuals properly towards changing their behaviors. Of those who work in marketing at health care companies, Levy says that “marketing skills are needed to encourage, incentivize and motivate people to engage in prevention and wellness activities”.
Ethical Issues in Marketing
Van Zee (2009) states that, “Under the Food, Drug, and Cosmetics Actand implementing regulations, the Food and Drug Administration (FDA) regulates the advertising and promotion of prescription drugs and is responsible for ensuring that prescription drug advertising and promotion are truthful, balanced, and accurately communicated”. However, the FDA has limited oversight of the marketing and promotion of controlled drugs (Van Zee, 2009).
Module 2 – Background
Marketing Wellness and Prevention
Francer, J., Izquierdo, J. Z., Music, T., Narsai, K. Nikidis, C., Simmonds, H., & Woods, P. (2014). Ethical pharmaceutical promotion and communications worldwide: codes and regulations. Philosophy, ethics, and humanities in medicine, 9(1), p. 7. Available in the Trident Online Library.
Geangu, I. P., Dumitru, I., & Gârdan, D. (2013). Ethical and legal aspects of marketing activiity in the field of dental healthcare services. Contemporary Readings in Law and Social Justice, 5(2), 904-918.
Gitterman, A. (2013). Ethical issues and practical challenges raised by internal investigations in the life sciences industry. Defense Counsel Journal, 80(4), 372-394
Glied, S., & Oellerich, D. (2014). Two-generation programs and health. The Future of Children, 24(1).
Hancher-Rauch, H., Hicks, L., Mayol, M. H., & Casselman, K. (2013). SAVING YOUR WELLNESS PROGRAM. Journal of Physical Education, Recreation & Dance, 84(6), 29-34.
Hanna, L., Barry, J., B.Sc, Donnelly, R., Hughes, F., M.Pharm, Jones, D., D.Sc, Laverty, G., Ryan, C.,. (2014). Using debate to teach pharmacy students about ethical issues. American Journal of Pharmaceutical Education, 78(3), 57.
Horwitz, J. R., Kelly, B. D., & DiNardo, J. E. (2013). Wellness incentives in the workplace: Cost savings through cost shifting to unhealthy workers. Health Affairs, 32(3), 468-76.
Stichler, Jaynelle F. (2013). Ethical considerations in healthcare design and construction. HERD: Health Environments Research & Design Journal, 6(4), 5-9.
Womack, C. A. (2013). Ethical and epistemic issues in direct-to-consumer drug advertising: Where is patient agency? Medicine, Health Care, and Philosophy, 16(2), 275-80.
Additional Reading (Optional)
Health & Wellness Marketing Group, Inc. Retrieved from the World Wide Web on 11/21/2012.