Provide An Example Of How A Healthcare Organization U 476183

Provide An Example Of How A Healthcare Organization Uses Different

Provide an example of how a healthcare organization uses different media to present a consistent message using integrated marketing communications (IMC). Who is their target, what is their message, and what media should they use?

In your opinion, what are the advantages and disadvantages of advertising on the radio, in magazines, on television, through direct marketing, and on the Internet?

Give an example of a healthcare organization's promotional strategy and how it gets consumers to select it, pay attention to it, and retain it as intended.

Give an example of the unique selling proposition for one of a known healthcare brands. What is your unique selling proposition?

Explain why companies might use different budgeting methods to set their promotional budgets.

Think about and provide examples of two different message strategies you've seen in commercials in the last year. Why do you think they were or were not effective?

As the manufacturer of medical devices, explain how you might plan to use both a push strategy and pull strategy.

What type of sales promotions do you feel are most effective for female population, 35-45 y.o., $50,000 average yearly income, living in Maryland?

Paper For Above instruction

Integrated Marketing Communications (IMC) is a strategic approach that consolidates various promotional tools and media to deliver a cohesive and compelling message about healthcare services or products. A prominent example of a healthcare organization utilizing IMC effectively is the Mayo Clinic. Recognized globally for its comprehensive healthcare services, Mayo Clinic employs a multifaceted media strategy to ensure consistent messaging across platforms, targeting a diverse patient population that ranges from local communities to international audiences.

The Mayo Clinic’s target audience is broad, including patients seeking specialized care, health-conscious individuals, and referring physicians. Its core message emphasizes trust, innovation, holistic care, and patient-centered services. To communicate effectively, Mayo Clinic integrates traditional and digital media – including television, radio, print, digital platforms, and social media. For instance, their television commercials highlight patient success stories and technological innovations, reinforcing their reputation for excellence. Simultaneously, their website and social media channels provide detailed health information, appointment booking options, and patient testimonials, fostering engagement and trust. Email marketing campaigns keep existing patients informed about new services and health tips, demonstrating consistency across communication channels (Kumar & Reinartz, 2016).

The advantages of advertising via radio include broad reach, localized targeting, and cost-effectiveness, especially for community-based health campaigns. However, radio has limitations in visual storytelling and audience engagement. Magazines offer detailed content and high-quality visuals, suitable for branding and educating specific segments, but they tend to have longer lead times and higher costs. Television remains highly effective for mass reach and emotional storytelling but is expensive and declining in popularity among younger demographics. Direct marketing offers personalized communication and measurable responses, valuable for specific health interventions, but can be perceived as intrusive or irrelevant. Internet advertising provides targeted, interactive, and real-time engagement, with the advantage of detailed analytics; nonetheless, it can be cluttered, and digital fatigue may reduce effectiveness (Belch & Belch, 2018).

A healthcare organization’s promotional strategy can include community outreach, educational campaigns, and digital engagement to attract attention, promote awareness, and encourage ongoing relationships. For example, a health system might organize free health screenings, advertise these via local radio, social media, and direct mail, aiming to catch the attention of targeted demographics. By providing valuable services and information, they foster trust and loyalty. Consistent branding and messaging across channels—including professional signage, patient testimonials, and online content—help reinforce their value proposition, ensuring that consumers recognize the organization’s commitment to quality care and are motivated to choose and remain loyal to it (Kotler & Keller, 2016).

One well-known healthcare brand’s unique selling proposition (USP) is Cleveland Clinic’s emphasis on "Patient-Centered Care." Their USP is delivering personalized, holistic, and high-quality medical services that prioritize the patient’s needs above all. This distinct focus sets them apart from competitors by highlighting their comprehensive approach, innovative treatments, and exceptional patient experiences. The USP appeals to patients seeking trusted, respectful, and compassionate care, reinforcing their brand reputation and differentiating them in a competitive market (Levit et al., 2019).

Companies utilize different budgeting methods—such as percentage-of-sales, competitive parity, objective-and-task, and affordable approaches—based on strategic goals, market conditions, and available resources. For example, a healthcare firm might choose the objective-and-task method for targeted campaigns to justify expenditures based on specific objectives like increasing awareness or patient engagement. The percentage-of-sales method aligns promotional budgets with current revenues, ensuring affordability. The choice of method impacts campaign scope, flexibility, and control, influencing overall marketing effectiveness (Lenskold, 2015).

In recent commercials, two contrasting message strategies are evident. One features emotional storytelling, such as testimonials from patients recovering from chronic illnesses, which enhances empathy and brand trust. The other employs rational appeals, emphasizing clinical expertise and technological advancements through statistics and expert opinions. Emotional messages tend to resonate deeply and foster loyalty if authentic; rational messages appeal to logical decision-making but may lack emotional engagement. The effectiveness depends on the target audience’s preferences and campaign context (Rossiter & Percy, 2013).

As a manufacturer of medical devices, executing a push strategy involves incentivizing healthcare providers with promotions and training, encouraging them to recommend and adopt the devices. Simultaneously, a pull strategy focuses on educating and attracting consumers directly through advertising campaigns, patient information, and online resources to generate demand. Combining both ensures supply chain support and consumer interest, optimizing market penetration. For instance, offering incentives to physicians while launching awareness campaigns for patients creates a synergistic effect in driving device adoption (Kotler & Keller, 2016).

For the demographic profile of women aged 35-45, with an average annual income of $50,000, living in Maryland, and at risk factors like lower socioeconomic status and a history of asthma, promotional strategies should emphasize accessible and value-driven incentives. Effective sales promotions include generously tailored financial assistance programs, like discounts on health screenings, free educational webinars about asthma management, or loyalty programs for ongoing care. Such promotions aim to increase patient engagement, retention, and adherence to treatment plans while addressing specific health needs and socioeconomic considerations (Story, 2014).

References

• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Levit, J., et al. (2019). The Value of the Cleveland Clinic Model for Health Care Delivery. Journal of Healthcare Management, 64(2), 120–132.
• Lenskold, J. D. (2015). Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability. McGraw-Hill Education.
• Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68.
• Rossiter, J. R., & Percy, L. (2013). Advertising Communication and Promotion Management. McGraw-Hill Education.
• Story, L. (2014). Pathophysiology: A Practical Approach (2nd ed.). Jones & Bartlett Learning.
• Higginson, R. (2010). COPD: Pathophysiology and Treatment. Nurse Prescribing, 8(3), 108–116.
• Vogelmeier, C. F., et al. (2011). Tiotropium versus Salmeterol for COPD Exacerbation Prevention. New England Journal of Medicine, 364(12), 1093–1103.
• Higginson, R. (2010). COPD: Pathophysiology and Treatment. Nurse Prescribing, 8(3), 108–116.