Marketing Communications — Process, Integration and Budgeting” Please respond to the following:
- Select a health care provider of your choice and discuss the major elements making up their marketing communications process. From the e-Activity, determine the best method of setting their communications budget. Provide specific examples and rationale to support your response.
- Analyze the eight major steps in delivering effective communications for your chosen health care provider and outline the basics of an effective communications program, including recommendations for improvement. Explain your rationale.
Expert Solution Preview
Introduction:
As a medical professor in charge of creating assignments for medical college students, it is essential to develop assignments that expose students to real-life experiences in the medical field. In this task, students are required to select a healthcare provider of their choice and discuss the major elements making up their marketing communications process. Additionally, they are required to analyze the eight major steps in delivering effective communications for their chosen healthcare provider and recommend improvements for an effective communications program.
Answer:
Healthcare providers rely on effective marketing communications to communicate their services and establish relationships with their clients. One such healthcare provider is the Mayo Clinic, which is renowned for its quality healthcare services. The major elements making up the Mayo Clinic’s marketing communications process include advertising, personal selling, sales promotion, and public relations.
Advertising involves promoting the Mayo Clinic’s healthcare services through print media, electronic media, and outdoor advertising. Personal selling involves the direct sale of healthcare services through face-to-face interaction with potential clients. Sales promotion involves offering incentives to clients to motivate them to use the Mayo Clinic’s healthcare services. Public relations, on the other hand, involves creating a positive image of the Mayo Clinic through media coverage, community programs, and sponsorships.
The best method of setting the Mayo Clinic’s communication budget is the percentage of sales method. This method involves allocating a specific percentage of the Mayo Clinic’s revenue towards marketing communication activities. For instance, if the Mayo Clinic’s revenue is $100,000, and the allocated percentage for marketing communication is 15%, the communication budget will be $15,000. This method ensures that the Mayo Clinic’s communication budget grows with their revenue, making it sustainable.
An effective communications program for the Mayo Clinic should involve the following elements. It should have a clear message that communicates the Mayo Clinic’s unique value proposition. It should also target the right audience by understanding their needs and preferences. Additionally, the communication program should use a mix of communication tools such as advertising, personal selling, sales promotion, and public relations, as each tool has its unique advantages. Finally, the communication program should be evaluated regularly to ensure that it meets its objectives. To improve the Mayo Clinic’s communication program, there is a need for an integrated approach that aligns all communication tools towards achieving common objectives. This approach will ensure that there is consistency in message delivery and that the program meets its overall objectives.
