Strategies used to market health care services are typically different than strategies used to market health care products. From intangibility to the natural inconsistencies in the delivery of services, traditional marketing strategies must be modified so that there is a greater focus on marketing relationships and quality care. Therefore, when developing marketing plans, it is important for organizations to consider the 5 I’s of marketing health services: inconsistency, inseparability, intangibility, interaction, and inventory. For this Assignment, use the 5 I’s to examine the health care service in the Aravind Eye Care System: Providing Total Eye Care to the Rural Population case study provided in the Learning Resources. Then provide recommendations for marketing the service.
Note: This Assignment will be graded using this rubric: Week 4 Assignment Rubric (Word document). Your Assignment should show effective application of triangulation of content and resources in your conclusion and recommendations.
In a 4- to 5-page paper, address the following:
Berkowitz, E. N. (2010). The 5 I’s of services. In Essentials of health care marketing (3rd ed., pp. 258–259). Sudbury, MA: Jones and Bartlett.