Ob\Gyn Ambulatory Services
The American Marketing Association definition of marketing is “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.” (Lamb, Hair, & McDaniel, 2011) However the definition of healthcare marketing can differ slightly, but still has the same components. "Healthcare marketing is educating ourselves as to the wants and needs of our potential customers and, based on the knowledge we gain, educating our customers and offering them valued services that fulfill their needs when and where they need those services.” (Buckley, 2009) Marketing a healthcare entity has distinctive challenges that are not found in most organizations. The product is variable, there is not a true price−value exchange and the customer is not always a willing buyer.

The healthcare industry is advancing in technology and increasing in competition every day. Patients have more choices than ever before. Providers need to market themselves to stand out from the competition and notify patients how they can offer the best possible care and experience. Today’s healthcare focus is on providing the best care but also on patient experience. The “4 P’s” product, price, place, and promotion are used to develop a marketing strategy that works.
The four Ps
Product, price, place and promotion are considered the four controllable variables used to define a marketing strategy. Product refers to the goods or services being offered. Price refers to what a consumer is willing to pay for the service. Place refers to not only location of where the services are offered but also the hours those services are available. Lastly, promotion refers to any way the services are advertised to the consumer.
In this case the services being offered at the