Healthcare Consumerism

Junior (College 3rd year) ・Healthcare&Medicine ・APA ・3 Sources

The allergic conditions continue to be a danger to the patients irrespective of the social, economic lifestyles. The healthcare consumers should have the powers in regarding the decisions in their healthcare. Healthcare consumerism provides the patients with the powers to gain the knowledge regarding the healthcare activities as well as the kind of physicians who can tackle their problems. However, the involvement of the patients regarding the healthcare decisions enables the consumers to be aware of the amount of the money they can pay for a particular healthcare service which enhances transparency the payment models (Oh, 2012). The paper outlines the healthcare consumerism as well as the marketing strategies regarding the product.

Healthcare Marketing

Variation in the states of the environments and lifestyles are increasing the demand for the prescription allergy treatment drugs. The prescription drug can target the patients with allergic conditions such as the skin allergy, asthma and other forms of allergy. The high cost of the allergy therapy is a limitation for the global marketing of the prescription drugs regarding the allergy treatment.
The allergy treatment prescription drug may target the medical store where the patients can access the drugs. The increase in the awareness of the product, as well as the government involvement, may help improve the market segment concerning the allergy treatment drugs. The incorporation of the technology is also critical in developing the market segment of the product.

Most consumers purchase the drugs with the new brand names as per their choices.

However, the physician advice partially influences the behaviors of the acquisition of the prescription drugs. It is evident that most patients prefer purchasing the drugs as per their choice hence critical to improve the branding of the products (Oetjen, Fottler, & Unruh, 2004).

Various strategies such as branding and lowering the price can help increase the market segment of the allergy treatment drug. Product promotion and educating the patients about the product can contribute to introducing the new brand into the market.

During the growth stage, the competition rates increases which attract the improvement in the quality of the product to enhance a competitive advantage. However, the growth of the distribution channels increases the market share of the allergy prescription drug. During the maturity stage, product differentiation is essential to distinguish the value of the product from the other competitors. The firm can reduce the cost and maintain selling the product to the customers (Aspris, Finch, Foley, & Meyer, 2013).


Eventually, the involvement of the consumers in the purchase of the healthcare products proved to be useful in enhancing the patient to buy the drugs as per their choices. The use of the technology can help in increasing the market segment as well as the enhancement of a competitive advantage. Gradually, the spending to access the allergy treatment drugs will be curtailed helping the consumers to have authority regarding the products they are willing to buy as well as the pricing of the commodities.


Aspris, A., Finch, N., Foley, S., & Meyer, Z. (2013). Fundamental-based Market Strategies Australian Accounting Review, 23(4), 380-392.

Oetjen, D., Fottler, M., & Unruh, L. (2004). Determinants of the Use of Health Plan Information in Formulating Health Plan Selection Decisions. Health Marketing Quarterly, 20(3), 55-79.

Oh, H. (2012). Consumerism in Action: How Patients and Physicians Negotiate Payment in Health Care. Qualitative Health Research, 23(3), 385-395.

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