Communication strategy
Introduction
Marketing is one of the imperative components in health care. It is worth noting that marketing firm has to create a communication strategy that aligns with all the target customers. Launching of new products in healthcare demand experienced marketing. The launching of a new diabetes program requires integrated marketing campaign and communication strategy that reach all the target audience. Customers that receive better and comprehensive information about quality and price of health care service can make rational and informed decisions concerning their health care.
There are different forms of communication that can be used to meet all the needs of the audience (Kongstvedt, 2013). Also, the communication strategy could pass information to different generations. Notably, the new diabetes program should appeal to individuals from all generations. It means that different approaches should be used to communicate and market to the targeted audience. The first group of customers is the older generation. Some of the best ways to communicate and appeal the older generation about the new diabetes program include the radio advertisement, TV advertisement, newspapers advertisement, as well as billboards. The traditional marketing tools include the newsletters, postcards, and flyers. The older generation watches more television and responds to offers and discounts (Zemke, Raines, & Filipczak, 2013).
The health care company should streamline the communication strategy towards meeting the needs of the older generation. The older generation is not well conversant with the digital communication systems. Notably, the approached used to communicate to older generation should enhance trust and keep promises. The information passed concerning diabetes should be true and appealing. The information should convince them through customer testimonials and research. The next group of customers is the older generation. Marketing to younger generation should incorporate online communication methods.
Social media networks and blogs are the key strategies that could be used to market to the young generation. Also, the use of promotional emails that are compatible for mobile viewing meet the demands of the youth. In the general perspective, marketing the new diabetes strategy to young generation should be streamlined towards adopting latest technological trends.
Uses of integrated campaign
The integrated campaign is important because it enables the organization to meet target audience. The organization can achieve its goals by focusing on continuity, consistency, as well as coherence. The integrated campaign entails the use of social media, radios, television, outdoor activities and print media. Social marketing is essential in international and domestic level. It is attributed to improved health status and living standards of communities and individuals. It means that social marketing is essentials in the implementation of new diabetes program. The integrated campaign will be achieved through the implementation of Diabetes Prevention Program. The program incorporates the physical activity and dietary changes.
Notably, Diabetes Prevention Program is streamlined towards delaying or preventing the onset type 2 diabetes. The target audience is subjected to dietary changes to reduce the risks associated with diabetes. Also, physical activities are believed to reduce the chances of developing diabetes. The program will be carried out by the medical centers and hospitals. Community outreach programs ensure that the target audiences receive information and education on topics related to diabetes and healthy living (Muller, Bezuidenhout, & Jooste, 2006). The firm has access to the medical fitness facilities and equipment’s, which are located near the medical center. It facilitates easy access to the physical fitness equipment. Also, the experts will assist in motivating and counseling target audiences on exercise, behavior modification, and effective diets that reduce the risk of developing diabetes. The lifestyle changes tend to be useful for the older generation. The changes entail exercising and altering the eating habits (Cheng, Kotler, & Lee, 2011).
The communication process enhances the integrated programs that are linked to diabetes. The use of email campaigns and social media platform ensure that the target audiences and intended goals are achieved. Also, the brochures with Diabetes Prevention program should be shared with all the audience. The integrated campaign is streamlined towards meeting the needs of all the target audience.
How successful industries leverage transparency
Customers make their decisions based on the quality and price of health care. Customers should be provided with better information to assist them in making decisions related to health care. There are several successful industries that have implemented transparency in their operations. How these industries leverage transparency can be used as the basis of the communication strategy. In the past, consumers have found it very difficult to access health care information. Notably, most of the patients do not comprehend the quality and price of healthcare until they receive it. The health care industry focuses on developing the best practices through transparency (Kongstvedt, 2013). The health care providers have ensured that the consumers can easily access the cost of health care. Successful industries leverage transparency as a tool to gain consumers trust. The best way to leverage transparency is by posting information on the websites and social media. One of the successful healthcare facility that focuses on transparency is Texas Children’s Hospital. The facility public all information required by the consumers online. The aspect of transparency has enhanced heath care provision. The physicians are expected to be transparent to enhance referrals and value-based contracts. Transparency influence cost and quality of series in healthcare.
References
Cheng, H., Kotler, P., & Lee, N. (2011). Social marketing for public health: Global trends and success stories. Sudbury, Mass: Jones and Bartlett.
Kongstvedt, P. R. (2013). Essentials of managed health care. Burlington, MA: Jones and Bartlett Learning.
Muller, M., Bezuidenhout, M., & Jooste, K. (2006). Health care service management. Cape Town: Juta.
Zemke, R., Raines, C., & Filipczak, B. (2013). Generations at work: Managing the clash of boomers, Gen Xers, and Gen Yers in the workplace. New York: American Management Association.
