When selecting marketing and communication techniques, health care organizations must carefully examine their consumer populations, as not all techniques are effective for all consumers. Depending on the product, organizations might even choose two or three different techniques in an effort to reach multiple consumer segments. For this Assignment, you examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers.
To prepare:
Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3.
The Assignment
Write a 2-page brief that addresses the following:
Then, create an advertisement using the marketing technique you selected. Be sure to utilize communication techniques that would be appropriate for the consumer population you identified.
Learning resources
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
- Chapter 9, “Traditional Marketing Techniques†(pp. 253–287)
- Chapter 10, “Contemporary Marketing Techniques†(pp. 291–318)
- Chapter 11, “Social Media and Healthcare Marketing†(pp. 321–338)
Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P., Knifton, L., & Clarke, A. (2014). Just telling and selling: Current limitations in the use of digital media in public health: A scoping review. Public Health, 128(12), 1066–1075.
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Note: Retrieved from the Walden Library databases.
Enos, G. A. (2014). One CEO attacks bait-and-switch marketing. Behavioral Healthcare, 34(6), 16–17.
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Note: Retrieved from the Walden Library databases.
Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S–93S.
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Note: Retrieved from the Walden Library databases.
Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G. (2015). New media but same old tricks: Food marketing to children in the digital age. Current Obesity Reports, 4(1), 37–45.
New media but same old tricks: Food marketing to children in the digital age by Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin in Current Obesity Reports, 41(1). Copyright 2015 by Current Science, Inc. Reprinted by permission of Current Science Inc. via the Copyright Clearance Center.
Luca, N. R., & Suggs, L. S. (2013). Theory and model use in social marketing health interventions. Journal of Health Communication, 18(1), 20–40.
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Note: Retrieved from the Walden Library databases.
Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler, R. (2015). Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices. Vaccine, 33(34), 4204–4211.
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Note: Retrieved from the Walden Library databases.
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Yaaminidevi, S. (2014). A study on the behavior change communication in the social marketing of condoms. International Review on Public and Nonprofit Marketing, 11(2), 181–193.
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Note: Retrieved from the Walden Library databases.