Most private healthcare practices and health care organizations face a variety of marketing problems. Some have arisen recently due to decreased funding and changing reimbursements policies by the government, employer groups and third parties, to regulatory policies affecting the organization’s ability to provide service, and to changing marketplace characteristics. Physicians are collaborating in order to maintain financial stability, negotiating price structures with HMOs and PPOs. How much volume discount must be offered? These organizations are confronting a multitude of changing variables in the marketplace: a growing shortage of certain necessary clinical skills and an oversupply of others, a wave of entrepreneurial ventures and a more critical consumer or patient population.
Several things should be noted about the definition of marketing. Marketing is defined as a managerial process involving analysis, planning, implementation, and control. Marketing is a “social process” in which the material and service needs of a society are identified, expanded, and served by a set of institutions, in this case medical spa’s, wellness centers, and private practices that integrate medical aesthetic procedures.
In the early 1990’s patients began demanding changes in the patient experience of “one stop shopping” for healthcare and personal aesthetics. General practice physicians, concierge physicians, dermatologist, and gynecologist, were encouraged by patients to provide, Botox Cosmetic®, dermal fillers, laser treatments for hair removal, and skin rejuvenation. Physicians saw that it is was in the practices’ best interest to offer these alternatives to patients. Otherwise, they risked losing the patients to others physicians that offered these choices. This created a need for Aesthetic Nurses, whom could meet the needs and wants of patients.
Aesthetic nurses intelligently addressed the issues of licensure requirements, development of competencies, and acquiring a knowledge base particular to the practice of aesthetic nursing, (submitted to the ANA 2010). Aesthetic nursing opportunities are expanding rapidly as medical aesthetics procedures continue to grow on a global scale. Medical skin care products and aesthetic procedures will exceed $5.4 billion in 2008, forecasted to reach $8.5 billion by 2012. (See Table 4 and Figure 1) The aesthetic market forecasting growth is comparable to the European Energy Service Company Revenue- forecast from the European Union,(Ref: www.pikeresearch.com).
Society dictates the market in healthcare as patients pressure health care organizations and providers to take responsibility to meet the needs and wants of their interest into account. This orientation can be called a societal marketing orientation, which holds the main task of a target market and adapts the organization to delivering satisfaction that preserve and enhance the consumer’s and society’s well-being.A plummeting economy is driving baby boomers to re-enter the workforce, along with the singles market at an all time high. Aesthetic nurses are collaborating with physicians to meet the growing demands of non-invasive cosmetic procedures.