Elekta Marketing
Company Background
Founded in 1972 by Lars Leksell, the Swedish-based company Elekta is the world´s one of the leading companies in the area of innovation and clinical solutions for cancer and brain disorders. The company offers a set of tools and treatment planning systems for radiation and brachytherapy. Moreover, the company is a pioneer in imaging and stereotactic technology in radiosurgery and radiation therapy. The company is proud of its history and strong brand in the above-mentioned solutions and places emphasis on the development of cooperative and partnership relationships with customers. Elektra´s values are built around employee empowerment and decision-making authority, which creates motivation and promotes innovative business environment (Elekta, 2014).
Advertisement Campaign
One of the typical approaches to advertisement and building on its marketing strategy is targeted “fact sheet” banner campaign, such as the one, illustrated in the Appendix 1. An analysis of such advertisement campaign should be built in the following manner: a) identify the target audience and purpose of the campaign, b) build on Key Performance Indicators (KPIs) for the campaign, c) analysis of the banner and its visual and “message” parts, c) compare the performance against KPIs. First of all, it is evident, as the campaign appeared on the social media as well as during the presentations of the company across the globe on the conferences and other healthcare industry events that Elekta aims at building the image of exclusivity (Sadler, 2003). The objective of the campaign is to highlight the unique achievement and strong reputation of the brand, which claims to be “the number one in the industry.” Target audience of the campaign can be seen as two major stakeholder groups: partners and sponsors of the organization and the customers - healthcare organizations across the globe and the US specifically. The KPI of the campaign is twofold: bring new clients and build further deeper affiliation with existing partners.
Findings and Conclusion
Given the fact that the advertisement is presented to the public, which is well-aware of the product, situation and industry needs, the approach, chosen by Elekta to focus on numbers and statistics is an effective way to show the major diversifiers and “winners” of the company. A the prominent goal is to build on affiliative relationships with the customers, demonstration of strong network with long history of relationships and satisfied customers is an effective way to attract the right public and get the message across to the current and potential partners. On the upside, an overall impression from the advertisement campaign is that it outlines an effective way to bring forward the message and achieve thee KPIs, mentioned above. The major advantage of the campaign is the fact that it managed to effectively capture its target audience and build a concise message for the clients, which are already familiar with the company and its market proposition. It worth mentioning that as a Facebook campaign, such advertisement is also an effective way to attract new clients, as statistics, outlined and the colors, chosen for the visual identity serve the purpose and build on the “spontaneity” element.
While the advertisement overall is a good example of targeted campaign for social media and special events, there are some downsides, which have to be discussed and taken into consideration with regards to this particular work. One of the major objectives of the company is to raise awareness and ensure that the target customer is clear about the proposition, business model and the vision of the company. Secondly, marketing campaign, which works with banners, should aim to bring the message in with one short sentence or information, which does not demand a reader to stop and read through for significant amount of time. It is evident that the present advertisement compromised on both elements in some way.
One of the important arguments, which talks in favor of effectiveness of the campaign is the fact that in short banner-style message the organization was able to show the whole spectrum of the activities, services and product, with which they work and illustrate its market share position, relative to the competition without “pointing the fingers” This message is very clear for the clients, which are prepared for it and well-aware of the scope of Elekta activities. At the same time, the advertisement campaign can cause some ambiguity and the lack of understanding from a new customer (Armstrong and Kotler, 2012). The effectiveness of this campaign, therefore, is questionable, when it comes to bringing the core message across to the new client.
Additionally, the visual element of the advertisement reflects one downside, where the type of the advertisement channel contradicts with the amount of information, presented on it (Dulphin and Reed, 2009). In fact, the customer will only capture and “translate” the statistical message, while the company´s introduction, written with smaller letters will remain in the shadow for the majority of the readers, reducing the return on the campaign.
Appendix I
Source: https://www.behance.net/gallery/4001485/Elekta-Advertisement
References
Sadler Ph (2003). Strategic Management. 2nd Edition. London: Kogan Page Limited
Dolphin R. and Reed D. (2009). Fundamentals of Corporate Communication. 3rd Edition. London, UK: Francis & Taylor. Print.
Armstrong G. and Kotler P. (2012). Marketing.An Introduction. London, UK: Pearson Education. Print.
Elekta (2014). About Elekta. Elekta Corporate Website. Retrieved 29 September 2014, http://www.elekta.com/company/about.html
