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(Solution) marketing analysis (e.g., SWOT, STP, or the marketing mix) to identify the key marketing challenges Proximie faces

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Description

Question

Challenges (400 words)
Conduct a thorough marketing analysis (e.g., SWOT, STP, or the marketing mix) to identify the key marketing challenges Proximie faces. Use relevant theoretical frameworks and analytical approaches to explore these challenges. You may focus on one primary challenge or a combination of two or three challenges, ensuring to reference evidence from Proximie’s assets (e.g., website, social media, case study materials) or market research reports. Discuss how these challenges impact Proximie’s competitive strategy.

Solution

Marketing Objective Proposal for Proximie

1. Introduction

This report presents a marketing recommendation to help Proximie sustain its position and increase its influence in the digital healthcare space. The report aims to achieve this through the use of PESTLE analysis to evaluate current Proximie positioning and market challenges and determining the key objective in line with Proximie mission to increase access to surgical expertise through XR technology. Based on a study of Proximie’s market context and competitive landscape, this report will help define a targeted marketing objective and actionable steps to work towards to support Proximie’s growth in the year ahead. This recommendation is with a focus to increase Proximie’s strategic impact and reach global impact in the healthcare ecosystem.

2. Challenges

For Proximie, which aims to make surgical expertise accessible globally, there are overwhelming marketing challenges around brand building and brand exposure needed for competitive growth. A strategic consideration aligns with a PESTLE analysis that helps with registering Proximie’s capability to scale up and make strategic decisions appropriately (Peterdy, 2024).

Political Proximie has operations in many countries with differing healthcare policies. Growth may be hindered by political instability in some emerging regions of high demand with marginal support for health care.
Economic Affordability of healthcare across economies is necessary for success. However, in regions where there are limited budgets, the adoption can be a challenge for Proximie. Proximie has adopted tiered pricing strategies, such as subscriptions, to adjust to economic changes preserving market share.
Social Given that they have to cater to dozens of countries with divergent healthcare values and preferences, Proximie must look into local accesability and cultural standards of each country to promote acceptance of telemedicine and XR in healthcare.
Technological Solid internet infrastructure, XR and telemedicine progress are the key to growth. Service delivery is limited in low bandwidth regions. Expanding partnerships with Vodafone for 5G broadens access, but working with external tech providers requires constant adaptation.
Legal Proximie handles patient data, and there are regulations like GDPR (Europe), HIPAA (U.S.) and NDMO (national data) that they have to comply with. A robust data protection framework is key to reputation and trust and non-compliance can damage credibility.
Environmental Such services from Proximie utilising telemedicine means that the need for physical travel is eliminated, which can play into the environmental goals having a smaller carbon footprint in the healthcare industry. Proximie could make this benefit a part of its sustainability marketing strategy.

Figure 1: A summary of Proximie’s PESTLE Analysis

Source: (Peterdy, 2024)

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