Marketing Mix 

Marketing mix defines various critical elements in building in-depth marketing plans. The best-known Marketing Mix is The 4Ps model, which shifted to the 4C model due to technology implementation in daily life. 4P consists of Product or service, Place, Price, and Promotion, whereas 4C consists of Consumer Solution, Cost, Convenient Channel, and Communication. 

4C Marketing Mix Model

Consumer: The consumer is the first component of 4C marketing. This area will describe what customers want. Since the current market might be highly competitive, you should determine whether your products or services are the needed solution for the consumer. Talking about the health sector, consumers may be unaware of their needs for a better and healthier lifestyle, and their wants are typically unrelated to health. Thus, the objective of marketing is to periodically identify these demands and take action to alter certain types of behavior and attain desired behavior. Start from analyzing consumer demands, gathering information regarding their needs, and reviewing all responses after they use the products. 

Cost: The cost element is crucial to comprehend the cost to produce, then generate the final price. Below are the considerations when setting the price of the products or services:

• Establish the paid amount for buyers to purchase the products or services.

• Take into account any additional expenses the customer will have to pay. For instance, shipping fees and other expenses.

• Opportunity costs may significantly influence the consumer's preferences.

Consider this expense component carefully. Like other sectors, the medical devices industry should set the price from the overall cost of the products, whether from the customer or company’s point of view. The end–price should be competitive yet reasonable for generating profit. As mentioned above, try to consider the time and energy an individual invested when acquiring a product, such as medical devices, to understand the consumer's perspective thoroughly.

Convenient: Ensure that all customers get comfortable when processing their orders. One of the crucial things that create high sales is the convenience element. The company should assess the available distribution channels and ensure that everything is well-facilitated. Perform research on the user journeys in each channel, and make adjustments as needed. Reduce any difficulties that customers may encounter when trying to make a purchase. Make sure the products and services are affordable and easy to obtain. In the Health sector, it refers to the reachability of areas involved in the behavior consideration process. Medical devices that reach rural areas will be more accessible to more people. Therefore, consumers do not have any difficulties while trying to purchase it. With the help of technology, buying medical devices in small amounts may be done from the authorized website of the company, so it will be easier to purchase with minimum effort. 

Communication: Indeed advertising has a significant role in sales, but communication is far more important than just doing advertising. Good communication will help you keep your customers happy. Customers will be more likely to purchase your products and be loyal to your company. It is essential to discover which channel has created high engagement and interaction. Then, start to cultivate brand loyalty through personalized interaction with the customer. Make consumers feel they have a personal relationship with you by communicating with them frequently and directly. For the medical devices industry, share the message by knowing the people. For example, choose the proper phrases while talking to patients or health professionals. There are many medical terms that are unfamiliar to the patients. Especially, when offering a new set of medical devices. 

“The best marketing strategy ever: Care.”
Gary Vaynerchuk 

Start to generate the marketing strategy with 4C+1 (Consumer, Cost, Convenience, Communication) plus CARE. PT. Inspiry Indonesia Konsultan will assist you to establish a comprehensive marketing strategy for your company. Join our series of One Day Courses (ODC) to increase your intellectuality!

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Salam Inspirasi, 
apt. Syifa Amirta Sani, S. Farm