Marketing Your Business
My business would be in the medical equipment area. It would entail a retail store stocking
mobility aids, such as wheelchairs, crutches, prosthetic devices, orthopedic footwear, and
walkers. The business would adopt a hybrid marketing approach entailing online and offline
initiatives. Online strategies will entail social media and search engine advertisements, while
offline marketing will involve collaboration with hospitals to reach patients and posters to health
facilities that may need the items in bulk (Ritz, Wolf, & McQuitty, 2019). A hybrid marketing
strategy is effective in helping a business reach diverse customers through multiple platforms.
The target market informed the choice of a hybrid marketing strategy. My business will target
individual patients requiring mobility aids and hospitals that may need the items in bulk. Patients
who have undergone surgical procedures or have medical conditions that affect their mobility
require assisting devices. Hospitals may also require the equipment to support the patient as they
undergo care within the facility.
The business’ competitive advantage will be its online presence and complementary health
education. Gitman et al. (2018) noted that competitive advantage differentiates a business and
increases its chances of attracting more customers and increasing sales. An online presence will
create a community of customers and followers who will purchase the mobility devices or refer
their family members and friends whenever they need such devices. Complementary health
education will serve as an after-sale service to enhance customer’s use of the devices and
recovery.
