Branding & Online Marketing in Health Care



Branding & Online Marketing: Marketing in Health Care

Branding is essential to any business whether a profit on a nonprofit organization, branding of any company makes it possible for clients to identify with any organization. Just like any other organization the health sector has also resulted in using branding to identify with society. According to McPherson   “When organizations do brand advertising, they are trying to build a certain image and associate certain attributes to their products or services-the most compassionate, the most technically competent, and so forth” (Dumovic, 2008).

Use of branding in the health care sector has caused an uproar with many people giving various opinions, there are some who support the use of branding while there others who feel that it is unethical. On the other hand, there are people who feel that branding in health care is ethical and is also very necessary. From a personal perspective, there are times when branding is really necessary (Spur, 2009).

The health care sector has been experiencing tremendous growth in recent years, as a result, many brands have come up such that most clients can not tell the difference of the brands due to their similarity. There are also some instances where counterfeit goods have been passed to be products of certain companies. It is also vital that some certain aspects are put into consideration, such as whether healthcare or not the firms have to pay their employees. Health care or not the firms have to make money and the only way to stay in business is through registering high sales (Dumovic, 2008).

In order to address the vital issues such as the ones addressed above branding is the only way to solving the issues. When clients are able to identify with a product it will help them to tell the difference between the products which can only be done through branding.  Branding is also vital in fighting counterfeit products; this is because the people intending to use the products will be able to tell the difference.

It should be remembered that even though the health sector is very paramount as it deals with human life and the products are mostly meant for use by a majority of people, business competition cannot be ruled out. In that aspect, it is very paramount that each firm brands its products so that more people can be able to identify with the product. Lastly, branding helps the client to make an informed choice by sampling the various products at their disposal (Schmidt, 2005).

Branding does not have any negative aspects in the health sector, even though many people feel that it is negative. It helps in promoting awareness in the health sector and more so encourages positive or healthy competition. When a branded product does well in terms of sales other firms may come up with better products so as to be able to beat the product that is perceived by a larger number of people as being of good quality. In that aspect, branding plays a very vital role in ensuring that only the best products find their way into the market (Schmidt, 2005).


Branding of products is acceptable in any business, it is also important to establish that branding is regulated and there is a penalty for any false information given about a product. It is vital for any business for their clients to be able to identify their products, this will ensure that the firm meets its set out goals which are the first reason it was established to achieve in the first place.



Dumovic, P., & Knowles, D. (2008, Jan.) Marketing Masterclass: Product differentiation for competitive advantage.  Journal of Medical Marketing. 8(1), 5-8. Retrieved from Proquest on 12/07/2013.

Schmidt, R., & Pioch, E. (2005).  Community pharmacies under pressure – can branding help?  International Journal of Retail & Distribution Management, 33(6/7), 494-504.  Retrieved from Proquest on 12/07/2013.

Spur Interactive (2009).  Online Marketing for Health Care.  Retrieved from the world wide web on 12/07/2013.



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