Examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers.


Learning Resources

Note: To access this week’s required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.

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Required Readings

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.

Note: Retrieved from the Walden Library databases.

Enos, G. A. (2014). One CEO attacks bait-and-switch marketing. Behavioral Healthcare, 34(6), 16–17.

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.

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.

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.

Note: Retrieved from the Walden Library databases.

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.

Note: Retrieved from the Walden Library databases.

Assignment: Marketing and Communication Techniques for Health Care Products

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:

Select a health care product to market within your organization.

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.

Identify the consumer population of your organization, including general and business consumer.

Consider traditional and/or contemporary marketing techniques that may be appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Reflect on why you might select this technique and how you might use it to market the product.

With the marketing technique you select in mind, consider how you might create an advertisement to market the health care product and what communication techniques might be appropriate for your population.

The Assignment

Write a 2-page brief that addresses the following:

Describe the health care product you selected.

Analyze the consumer population of your health care organization.

Recommend a marketing technique that is appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Include why you selected this technique and how you will use it to market the product you selected.

Recommend one or two communication techniques that are appropriate for the consumer population.

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.

Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including two from peer-reviewed journals.See the Week 8 Assignment rubric for additional requirements related to research and scholarly writing.

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