Abstract
The doctor friendly global company is a mobile health care service provider that seeks to integrate medicine with cloud computing intelligent applications. It is important to have some strict measures in place that help prevent the occurrence of disease and measures that can detect the advent of symptoms whether mild or those that need immediate medical attention. The doctor friendly global company is based in Taipei, Taiwan with the main focus being distant medical and health services it is for this reason that the company was formed.
They have heavily invested time and resources into the research and development of a pro-life health service platform, and their service are based on the control of disease risks and clinical support systems. The platform uses the latest computing application including mobile internet, tracking devices that are installed to sensor terminal health related complications. Many of the citizens have the tendency of seeking medical treatment outside the borders of the country and the company has seen this gap and sought to fill it by providing top class medical treatment to the citizens.
It is, therefore, necessarily for the company to have proper reach in the community is it based and ensure that they are well versed with the most important needs of their clientele. The services need to be tailor-made to suit the specific demographics found in the country. As a startup company branding is vital in ensuring the survival of this kind of service in the market. People will need to be aware of the services being provided and their convenience as far as medical service provision is concerned.
Branding For the Doctor Friend Global Company Limited
The company is at a loss as in the face of branding, and it is important to show the value that branding has for any company and how to do so effectively. Many startup companies do not place branding and proper marketing design as an important factor in the growth and survival of the company. It is not the case. The company is facing a difficulty from the top management who are bent on having autonomy over the way the entire process should be conducted. It will essentially see a complete change in the way business is conducted which will lead to the detriment of the services.
Business case
It is important to have each department working independently but also part of the whole. Constant interference by the top management will see those that are in charge of the branding lose faith in their task and will not put their full effort into the process and the results will be substandard in the long run. Branding is mostly concerned with the complete outlook of the company not just the aesthetical or physical part of it. Every aspect of the company should resonate with the clients once they are inside the company premises. From the way, they are received checked in, to the services offered to them once they seek consultation or treatment within the facility as well as the follow-up programs. It is a private medical service center, and hence the client should get their money’s worth when they seek out a service. The branding of the company should be in line with the company’s core function of mobile healthcare that brings together the world of intelligent computing together with the health care system.
Stakeholders
The company is headed by a chairman who is flanked by the chief operating officer who is also the co-founder of the organization, the CMO, the CTO, the Chief Operations Officer and the Branding Director to who this project lies with.
Key to success
• Clearly defined project scope categorized into specific tasks in the form of the work plan structure
• The detailed structure of the project management techniques and the tools to be utilized during the project
• Team commitment towards the fulfillment of the deliverables and the milestones setup and in the scheduled time
• There is a need for daily meetings with the coordinators and the team leaders of each task assigned to ensure that the scheduled time is being met. It will be important to alleviate the risk of having delays
• Responsibilities will need to be clearly stated and outlined to avoid the risk of confusion while fulfilling duties
Project objective
• Improve branding and operations
• Designing and implementing an inclusive marketing plan
• Tap into new avenues to attract clientele
• Expand the teams marketing proficiency
• Leverage existing brand positioning
• Increase brand awareness
• Grow traffic on the company website
• Advise the stakeholder son the content marketing best practices
It is imperative for a company to have a well-defined plan of action when coming up with the branding techniques. The company seeks to have the clients having the ability to monitor their health and can transfer these finding to their doctors without the hustle of physically visiting the hospital unless it is necessary. Having such a product will see the maximization in the use of resources as they will be directed to the area that they are needed the most.
Project schedule
The entire branding campaign is an ongoing event. It is not designed for a specific time slot since some of the tasks such as constant updating of the website and receiving response and reviews from the clients is a constant affair. There will need to be a launch of the branding campaign on a date to be agreed upon by the top management. The success of the branding campaign is dependent on the ability of the top management to change their reviews of the concept of branding and design as a sure way for a company to pull ahead.
Project deliverables
• Obtaining a positioning platform in the field of mobile healthcare
• Having an integrated marketing structure
• Rebranding the company- this applies to the logo, online profiles, the photography used for the company website
Branding is a very involving affair especially when there is pressure for the company to grow and cut a niche for itself in the market. The companies staff may have good ideas but are not able to actualize them all die to the distraction that happen around the workplace. Doctor friend global has ensured that the marketing and the design department stands on its own and has the staff needed to accomplish its mandate. Even with all these there is interference from the top management who do not want to have room for negotiation with the department concerned with the task of branding and design.
The company is providing health care on an international scale with a wide array of practitioners and specialist as well as experts who have years in the fields of genetics, cancer, and even anti-aging treatments. Their services are not only based in the country of Taiwan but have a heath care that is intended to expand to the entire Chinese speaking world. Their services are specialized as well as personalized in a way that has every client that seeks the services had a VIP feeling while being attended to.
Services that will be highlighted in the branding campaign
The company has a variety of services tailor made for each demographic and this gives the clients an opportunity to pick the one that best serves them the installation of intelligent devices allows for them to be aware of illness and symptoms when they occur and they are able to relay this information to their doctors. Be it a fitness fan who would like to keeps tabs on the state of their health as well as burning of calories or weight issues are concerned they are able to do so thanks to the applications devised by the company. Soon to be mothers can also monitor the state of their unborn babies by examining the heart rates of their babies during the cause of the pregnancy.
It will help them note when an issue arises at the right time, and it reduces the risks of having a problem they may not be aware of till it is too late. The application used by the company will also aid the senior citizens who are not up to making constant visits to the hospital to be monitored from the convenience and comfort of their homes with the aid of their caregivers. They can receive adequate and accurate information from the physicians in the community under the umbrella of the doctor Friend global Company.
Assumptions
It is expected that from a comprehensive branding strategy the company will observe a 100% return on investments also referred to a ROI ad this is based on the size of clientele who will have applied to become part of the company healthcare systems. Private healthcare has an edge over public health in that the client who walks into the facility is treated with the utmost respect. There are adequate personnel to cater to the needs of the patient.
The limitations and exclusions
The branding campaign does not guarantee that the return on the investment will not be reached. The return on investments will be determined by the sales made in this case the number of patients who will have subscribed to the health care system. The stakeholders of the company may also decide to withdrawal any funding they may have brought into the company.
The product and service explanations
The service content
• Pre-examination; this includes diagnosis, reservation, and the registration
• Information inquiry when testing is done
• Groups based on community health and illness based support group
• Inquiries are based on real time thanks to the intelligent technology and the independent health management system.
The VIP Home Healthcare Service Card
• The services will include exceptional inquiry services from a qualified Doctor, the treatment services are very friendly towards the clients from the registration to the reservation services, monitoring for those patients that have chronic illness , the patient information Is well protected be it the files. There is an all round emergency care service center and any additional fees accumulated will be paid separately. Members who subscribe to this service are entitled to a 10% discount on the additional medical services and other health products.
Success criteria
The company profile and its services will be featured in a publication by the healthcare information and management systems society. The publication will showcase the photographs of the various service being offered by a health care providers. It will also feature the various services offered by the company. The publication will include the various services by the company and how they are broken down for each service. The publication will also include the pictures of the top management and some of the specialists as they diagnose their patients.
The company will also be featured in other relevant in all the relevant publications that have the most readerships in the region. It will give the company the appropriate awareness to the public both their current and potential.
A good idea to implement in the branding strategy is to have a promotional launch of the company to showcase the new designs they have implemented into the company. The event will be presided over by industry professionals, potential clients, and other stakeholders in the industry. This event will be vital to have in order to have a demonstration of the services offered by the company. It will give the company an avenue to attract potential capital investors, joint venture associates.
The company seeks to have the customers instill the culture of self-monitoring, and this is for the clients with chronic illness and in need of daily monitoring. It will also apply to regular customers who do not necessarily have a chronic illness but are in need of monitoring their health and have an idea of when they develop nay abnormalities in their health.
Success in the branding will also be showcased by the ability of the customers who have emergencies to guide the medical personnel through video conferencing system that will allow for the customers to receive attention and medical attention as well as the monitoring and management of their health after treatment.
Work breakdown structure
Since this exercise is focused on the branding for Doctor Friend Global Company Limited, the work needs to be broken down in such a way that it ensures the completion of the deliverables. The benefit of utilizing a work breakdown structure is that it is easy to point out the competency of each individual in the team and you are sure of what o assign to which person. Having a clear world plan will ensure that the deliverables outlined in the specific strategy will be actualized. The work plan for this branding strategy will be headed by the brand manager who will oversee all the activities while reporting to the top management all their findings and so forth.
Recommendations
The total culmination of the branding strategy will be with a launch for the clients, potential investors, and other stakeholders. There is no time to slacken in the tasks that will be very involving. Most of the critical tasks will occur from the branding process and creating an awareness of the brand. As it is a time constrained project, the core tasks will involve the design process for which the brand manager will be in charge in collaboration with the chairman and another top management stratum.
The branding schedule calls for a deadline on the completion of all the major activities to be done. The inclusion of a launching of the branding strategy will need to have a completion of the major activities at least a week in advance in order to give a reserve time. This reserve time will be to fulfill any necessary changes that may occur before the event.
In the instance that the event is not slotted to happen, then the time allocated for the branding campaign will also need to be completed at least a week in advance in order to give a chance to evaluate the reactions by the public concerning the campaign. It will be a time to rectify any mishap that may happen before then. Reserve time should not take more than a week. Any stakeholders in the company who expect any compensation from the reactions of the campaign, it would make sense to have the company consider the value of their personal time versus giving them an equal share in the profits made.
The fundamental intention of the branding campaign is to have a company and its products gain a visibility and integrity with their current clients and potential clients. The project is aligned with the company’s task of providing world-class healthcare with the best practitioners. That the system is involved with ensuring, the customers have continuous and consistent treatment from the consultative point to the monitoring and management of the clients.
The best way to attain this is to have an aggressive branding campaign. Branding and design go hand in hand with marketing since the principles are more or less the same it will be an extra advantage for the company to incorporate all these aspects in the branding campaign. It will need to stand out in such a way as to have the top management relieve itself the task of overseeing the process and leave the nitty gritty of it to the brand manager.
The company does not intend to have a presence on in Taiwan but also sell its service to the entire Chinese speaking sphere and even further. For it to be realized, it will need to cut itself a marketplace and maintain a lead over other health care service providers.
WORK BREAKDOWN STRUCTURE
Tentative Budget
ADVERTISERS RATES
Amount in USD
