Addressing LGBTQ Healthcare Disparities Marketing

Introduction

Uneducated and undeveloped LGBTQ members have less access to healthcare facilities, while others are unable to afford them. This creates a massive gap in healthcare service delivery to the LGBTQ as they face many barriers such as discrimination, insufficient accessibility of providers who support them and lack of knowledge among allied health workers towards their specific needs. Therefore, this marginalized group fails to receive sufficient healthcare, which portrays the importance of specialized marketing measures that would address these disparities and provide access to high-quality health services for LGBTQ.

This issue in the medical sector is critical for several reasons. To begin with, it is all about equal rights and social equality since no one should be denied a chance to get quality healthcare because of their sexual orientation or gender identity. Additionally, ignoring the healthcare issues of LGBTQ members may result in poor health outcomes, such as high rates of untreated chronic conditions, mental disorders and HIV/AIDS. By ensuring that health care is easily accessible to individuals within the LGBTQ population, gender equality will be achieved in such a sector of interest.

Part 1: High-Level Marketing Strategies

The dominance strategy presents a firm as the top authority or supplier in any marketplace or industry. This Is a prevention strategy to dominate the market through resource strength, innovativeness and deep penetration. According to Gilmore (2023), when it comes to the healthcare setting, a facility practising a dominance strategy would aim to become the ultimate place for some health needs or services like gender and sexual minorities’ care. This involves providing all-inclusive and specialized services that meet the needs of LGBTQ people, supported by vital educational resources and community interaction programs.

The hospital’s position regarding a dominance strategy in LGBTQ healthcare may differ. It may be well-developed by already implementing programs specifically for LGBTQ individuals and proving a stance towards the inclusivity of healthcare delivery. On the other hand, it could still be in its infancy, appreciating the need to improve service delivery and area of operation to become one of the dominant providers of LGBTQ healthcare worldwide. Considering the current situation of this hospital, carrying out a SWOT analysis is essential in evaluating whether a dominance strategy should be pursued and how successful it would be (Benzaghta et al., 2021).

On the other hand, a second-fiddle approach positions the firm as an equally formidable player in its market but certainly needs to be in control. This strategy aims to build on the prevailing market dynamics and competition to provide unique value propositions or services compared with established players. Inclusivity: For the hospital, this can be about acting as a reliable and reputable alternative in LGBTQ healthcare, promoting personalized care and cultural competence. To evaluate the current position of this hospital concerning the second fiddler strategy, it is essential to consider various aspects, including its market share and reputation among other providers who offer healthcare services targeting LGBTQ individuals.

The frontal attack strategy entails a direct assault on the dominant players in a market by attacking them on several fronts, such as price-based competition or value chain elements like product/service offerings and marketing (Cuellar-Healey et al., 2013). Regarding LGBTQ health care, a hospital following a frontal attack strategy would forcefully market competitive pricing and emphasize quality service and ready accessibility. Such an analysis of the hospital’s current situation regarding the frontal attack strategy itself should imply assessing its suitability and ability to fight openly against other LGBTQ healthcare sector providers.

According to Akbar (2017), the niche strategy targets a section or within the larger market to meet unique needs and desires that have yet to be well served through other mainstream goods. In the healthcare setting, a hospital using a niche strategy for LGBTQ care would focus on providing customized services and resources that meet the specific needs of LGBTQ members. Analyzing the hospital’s current position concerning niche strategy implies determining and assessing opportunities within the LGBTQ healthcare segment from where it can readily benefit through its specialized services in a concerted marketing push.

Part 2: The 4Ps of Marketing in Healthcare

Below is the completed chart outlining how each of the 4Ps of marketing applies to healthcare about the proposal addressing the lack of education and resources for LGBTQ individuals without access to healthcare or who are uninsured:

The pricing strategy would work to make prices more accessible for LGBTQ members who either have no healthcare or are uninsured through sliding-scale fee payment options and discounts (Barber et al., 2019). For the price-related considerations, these would include LGBTQ people who are uninsured and those poor individuals.

As for location, the healthcare program would provide LGBTQ-affirming services through several settings such as hospital inpatient facilities, outpatient clinics, telemedicine virtual platforms and community centres that are easily accessible by members of this population.

The resonance strategy for promotions would be to create messages and communication channels that fit the values of LGBTQ, such as specialized media outlets or LGBTQ community events. An emotional approach would involve appealing to LGBTQ individuals on an individual level, which should emphasize the importance of receiving healthcare services for their physical and mental well-being and developing compassion towards them.

Part 3: Marketing Strategy Selection for the Company.

Comparing the marketing strategies identified in the Week Two proposal to high-level marketing strategies and the 4Ps of Marketing, it is also necessary to consider its adequacy for addressing the lack of education resources concerning LGBTQ individuals who cannot get healthcare coverage or insured. It can be speculated that the Week Two proposal specified general marketing methods, including community outreach programs, social media initiatives and collaborations with LGBTQ organizations. On the other hand, macro-level marketing strategies addressing issues such as dominance, second fiddle, frontal attack niche and flanking may necessitate tailor–made tactics aimed at spearheading specific solutions to a particular need in the LGBTQ healthcare platform. Also, the 4Ps of Marketing offer an approach structure to study product price place and promotional strategies, including making adjustments for LGBTQ patients regarding health care services (credential, 2023).

Comparing the marketing strategies debated, it is likely that for LGBTQ individuals without access to healthcare or who are uninsured and lacking education resources, a mix of niche strategy and positioning strategy would be most appropriate. According to Daley et al. (2020), a niche strategy would aim to serve the specific healthcare needs and preferences of LGBTQ individuals, delivering bespoke services and resources that meet their unique demands. On the other hand, a positioning strategy would be to strategically place the healthcare program as one of choice for LGBTQ people looking for inclusive, culturally competent and LGBT-friendly healthcare services.

According to Friedman et al. (2014), an advertising campaign aligned with the chosen marketing strategy and 4P Strategy would entail developing tailored messaging and communication materials relatable to LGBTQ individuals. These could include ads featuring LGBTQ people, testimonials by the patients belonging to this group and messaging regarding their commitment to inclusivity and cultural competency. Social websites and publications targeted at LGBTQ individuals would be among the communication channels used in this campaign where awareness about services offered under the healthcare program is created.

Marketing strategies to communicate and advertise the LGBTQ market should include various forms such as face-to-face interactions, emails, social media engagements, and community outreach efforts. Such in-person interactions might include holding informational sessions or workshops at the LGBTQ community centres, healthcare clinics, and pride events whereby people from this group would meet the providers of that healthcare program to get more knowledge about their services and resources. Specific messaging and promotional materials related to the available services for LGBTQ people can be sent via email through a mailing list that is an opt-in option for the healthcare program.

The chosen communication tools will contribute to the integrated advertising campaign by ensuring a multi-approach through various channels targeting LGBTQ individuals. Face-to-face engagements promote direct interaction and personalized communication in building trust and rapprochement with the LGBTQ community, contemplating barriers to receiving healthcare services. Since emails are the most cost-beneficial and effective way of delivering customized messaging to LGBTQ members, they can be used to communicate about accessible healthcare services. Social media engagement can guarantee widespread reach and interaction with members of the LGBTQ community, giving the healthcare program the ability to share appropriate information, attract potential patients and collect their interest in its services (Berger et al., 2022). All in all, the chosen communication tools complement each other to strengthen the integrated campaign and efficiently reach out to the LGBTQ population without access to healthcare or who are uninsured.

Conclusion

In conclusion, this case is a niche strategy and positioning obligation that supports the marketing scheme of educating LGBTQ people who are uninsured or without healthcare. This strategy aims to focus on the distinctive needs and preferences of LGBTQ individuals through special services and resources that correspond to their specific demands, while in addition establishing this healthcare program as appealing to those among the LGBT people who desire inclusive treatment under favourable cultural conditions with a positive attitude towards homosexuality. Taking a targeted messaging approach via communications channels popular with the LGBTQ community, including social media sites, websites and publications specific to this population segment, like healthcare provider directories, political forums, etc., will help provide an advantageous dimension to such advertisement campaigns.

Implementing this marketing strategy is a must for improving LGBTQ healthcare outcomes. It can address inadequate education and resources meant for LGBTQ without access to healthcare or uninsured people, hence helping by eliminating hurdles of medical services directed towards them. This would improve early intervention as a preventive medicine with consequent reduction of adverse outcomes. Although this might seem like a practical way of implementing the marketing strategy, several challenges and factors must be considered. However, such barriers, despite the implementation above of this marketing strategy, should never be disregarded because its efficiency reflects high stakes for LGBTQ well-being and health as well.

References

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Barber, S., Lorenzoni, L., & Ong, P. (2019). Price setting and price regulation in health care Lessons for advancing Universal Health Coverage. https://www.oecd.org/health/health-systems/OECD-WHO-Price-Setting-Summary-Report.pdf

Benzaghta, M. A., Elwalda, A., Mousa, M., Erkan, I., & Rahman, M. (2021). SWOT Analysis applications: an Integrative Literature Review. Journal of Global Business Insights, 6(1), 54–72. https://digitalcommons.usf.edu/globe/vol6/iss1/5/

Berger, M. N., Taba, M., Marino, J. L., Lim, M. S. C., & Skinner, S. R. (2022). Social Media Use and Health and Well-being of Lesbian, Gay, Bisexual, Transgender, and Queer Youth: Systematic Review. Journal of Medical Internet Research, 24(9), e38449. https://doi.org/10.2196/38449

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Cuellar-Healey, S., Ma, M., Gomez, M., & S, C. (2013). MARKETING MODULES SERIES Marketing Module 4: Competitor Analysis. http://publications.dyson.cornell.edu/outreach/extensionpdf/2013/Cornell-Dyson-eb1305.pdf

Daley, A., Brotman, S., MacDonnell, J. A., & St. Pierre, M. (2020). A Framework for Enhancing Access to Equitable Home Care for 2SLGBTQ+ Communities. International Journal of Environmental Research and Public Health, 17(20), 7533. https://doi.org/10.3390/ijerph17207533

Friedman, A. L., Bozniak, A., Ford, J., Hill, A., Olson, K., Ledsky, R., Inokuchi, D., & Brookmeyer, K. (2014). Reaching Youth With Sexually Transmitted Disease Testing: Building on Successes, Challenges, and Lessons Learned From Local Get Yourself Tested Campaigns. Social Marketing Quarterly, 20(2), 116–138. https://doi.org/10.1177/1524500414530386

Gilmore, J. P. (2023, May 9). Healthcare Rights for Gender and Sexual Minorities. Www.intechopen.com; IntechOpen. https://www.intechopen.com/chapters/87066

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