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Marketing Your Health and Wellness Business

2.0 Contact Hours
Target Audience: Nurses, healthcare professionals, and interested individuals
Purpose/Goal: The outcome of this course is for the learner to explain how to effectively develop a marketing strategy for a health and wellness business. The purpose of marketing for business success, the difference between marketing and sales, effective ways to conduct marketing research, the four Ps and five Fs of marketing, ways to define a target market, product profiles and life cycles, marketing vehicles and tactics, and issues to consider when marketing on the Internet are discussed.
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An effective, well-developed marketing strategy is one of the most important documents you will create in your business. This document communicates what customers receive from your company and helps secure customers for the future. Marketing strategies take time, resources, and money to implement. Since all three are often in limited supply (especially for new companies), an effective marketing strategy must be carefully and thoughtfully designed and measured.

Upon completion of the course, you will be able to do the following:

  • Describe the purpose of marketing for business success.
  • Explain the difference between marketing and sales.
  • Discuss effective ways to conduct market research.
  • Describe the four Ps and five Fs of marketing
  • Identify ways to define a target market.
  • Describe the characteristics of the product profile and product life cycle.
  • Compare and contrast various marketing vehicles and marketing tactics
  • Discuss issues to consider when marketing on the Internet.

Imagine throwing a great party but not inviting anyone. Would you ever consider that? Of course not! Running a business without marketing your product or service is the same thing. You may have the most incredible product or service on the planet. If no one knows about it, or about your company, you won’t have customers and you don’t have a business. The ability to attract and retain a large base of satisfied customers is essential to a successful business (Small Business Association [SBA], 2017).

Marketing emphasizes the customers and their value to the overall success of the business. It has two guiding principles (SBA, 2017):

  1. All company policies and activities should be directed toward satisfying customer needs.
  2. Profitable sales volume is more important than maximum sales volume.

Thus, an effective marketing strategy is one of the most important documents you will create. This strategy helps you communicate what customers receive from your company (versus telling them what you do), and it helps secure customers for the future. Marketing strategies cost money, and money is always limited (especially for new companies), so an effective marketing strategy must be carefully and thoughtfully designed and measured (Abrams, 2010; Le Marinel, 2017).

Marketing—done correctly—works! However, marketing is not the same as advertising. While advertising may be part of marketing, marketing is much more. Marketing strategies are comprehensive and define (Abrams, 2010; Le Marinel, 2017):

  • How your company will make customers aware of your product or service;
  • The name of your business, products, and services;
  • What message you are trying to convey to customers about your product, service, or company;
  • The design and presentation of your products and services;
  • The prices you will charge;
  • Specific methods your company will use to deliver and reinforce your message;
  • How you secure actual sales; and
  • How you measure the results of your marketing efforts.

In addition, marketing and sales are closely related but they are not the same.

Complete the course post exam (CE Test) with a score of 80% or greater. Complete all fields of the course evaluation form. Certificate of Completion is provided once the course post exam is passed per criteria above.

  • American Board of Managed Care Nursing
  • ANCC - American Nurses Credentialing Center
  • AOTA - American Occupational Therapy Association
  • ASWB - Association of Social Work Boards
  • California Board of Behavioral Sciences
  • California Board of Registered Nursing
  • California Department of Health, Aid, and Technician Certification Section
  • District of Columbia Board of Nursing
  • Florida Board of Nursing
  • Florida Board of Nursing - Certified Nursing Assistants
  • Florida Board of Respiratory Care
  • Florida Council of Dietetics and Nutrition
  • Florida Council of Licensed Midwifery
  • NAADAC - The National Association of Alcohol and Drug Abuse Counselors
  • NCBTMB -National Certification Board for Therapeutic Massage & Bodywork
  • Florida Board of Massage Therapists
AOTA CEUs:

0.2

Practice Level:

Beginner/Introductory

Content Focus:

Professional Issues

Course Expires:

June 12, 2020

Instructor(s):
  • Cyndie Koopsen, RN, BSN, MBA, HNB-BC, RN-BC, HWNC-BC
  • Caroline Young, MPH
Jurisdictional Requirements:

Continuing education (CE) licensing requirements vary by jurisdiction, are not well defined, and may change. These CE requirements may vary in terms of the number of hours required to the types of courses that must be taken. ALLEGRA Learning Solutions, LLC recommends you contact your licensing board or accrediting organization for the latest continuing education requirements of your state or territory. Compliance with CE requirements is the responsibility of the individual health care provider. Health care providers must understand the CE requirements in their jurisdictions, and be sure they are up-to-date on any rule changes that affect their license. For further information, please see our Accreditation Information.

Accommodations for Disabilities:

Every effort will be made to accommodate your special needs. To request accommodations, please contact us.

Conflicts of Interest and Relevant Financial Relationships:

The authors/planning committee members have no conflicts of interests or relevant financial relationships to declare relevant to this activity.

Commercial Support:

No commercial support has been received for this activity.

Non-endorsement of products:

Accreditation refers to recognition of continuing nursing education only and does not imply ALLEGRA Learning Solutions, LLC approval or endorsement of any commercial product.

Off-label Use of Products:

None of the authors intend to discuss off-label uses of drugs, mechanical devices, biologics, or diagnostics not approved by the FDA for use in the United States.

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