Marketing Sample Essay on Marketing Communication Plan

Marketing Communication Plan

            A marketing communication plan focuses on the promotion aspect of the marketing mix. Marketing communication tools allow organizations and entrepreneurs to speak to the consumers in a way that guarantees higher purchases and increased demand. Marketers use either push or pull approaches in promoting their goods and services. The push approach informs the public about the goods and services that the organization offers while the pull factors aim at increasing the levels of demand for the goods and services. The combination of these approaches guarantees success, especially in the service industry. The healthcare industry uses different approaches to reach the consumers. Most of the healthcare facilities are not-for-profit organizations; therefore, marketing the services and products of such an organization requires a cost-sensitive approach. Consequently, the healthcare industry serves the interests of the public rather than those of the organization, thus making it a priority to listen to the audience. As such, the best marketing communication approaches to employ in the health industry are those that guarantee interaction between the marketers and the public (Hasz, 2012). The purpose of this paper is to discuss a marketing communication plan that will be used to promote an occupational health clinic. The plan will focus on the three months before opening and three months after the clinic becomes operational.

The Marketing Communications to Use for Three Months Before the Clinic Opens

            The marketing team will use integrated marketing communications to make the clinic and its services known to the public. Advertising, direct marketing, and the use of public relations are some of the marketing communications that the organization will employ in marketing the company. The integration of different promotion tools will help in improving the number of sales and the profitability of the company. Consequently, the tools will help the company to reach a wide range of consumers. An occupational health clinic serves employees and employers in different organizations; thus, integrated marketing communication will help the company to reach the target market effectively (Chan, Shen & Chiu, 2007).

Advertising

            The marketing team will use the advertising tactics to make the clinic known to the target market. Media services that serve employee and employers within an organization will be ideal in conducting this kind of marketing. For instance, many working class people prefer to listen to news on the television and radio. As such, the company will place adverts on these platforms, explaining the nature of the services that the clinic intends to offer to the public. Consequently, the adverts will contain specific messages detailing the diagnosis, the treatment, and the prevention mechanisms that the organization intends to use in dealing with occupational health problems. The company will not only focus on the general health of the employees, but the specific needs of each particular working place (Fortenberry, 2010). The specialty aspect will help differentiate the company from its competitors. As such, the television and radio adverts will give a detailed account of the cost of care and the nature of care that the clinic intends to offer around the city. The reason for choosing this marketing communication approach is that it helps to reach a wide range of clients and provides a specific message to the right customers. Advertising is a more focused kind of promotion as compared to its counterparts. However, the greatest weakness of the approach is that it limits the number of people receiving the message. Communication via advertising will take place for a period of six months.

Publicity

            The marketing team will use media platforms to create publicity for the clinic and the services it offers for a period of three months. The company will send news releases on different media house to create public knowledge of the clinical services. Consequently, the team will conduct surveys and research to identify the specific needs of the target population. The survey will include the team visiting different organizations within the city to identify the specific health needs that each organization faces. The success of an occupational health organization is dependent on the organizational ability to determine the specific health needs of each company. The internet presents an ideal opportunity for the marketing team to create a public knowledge of the company. The team will use blog sports and the social media to create awareness and inform the target market of the vitality of healthy working. The company will seek to persuade employers and employees to value healthy living by presenting informing the target audience of the impacts that health has on productivity and vice versa. The strengths of publicity are that it is cost effective and it is more credible than other promotional tactics (Vasilache, 2014). However, the marketers do not have control of what the media releases thus limiting the information that the target audience receives.  

Direct Marketing

            The marketing team will hold workshops with the target audience who are employees and employers to create awareness of the clinic. During the workshops, the team will interact one on one with the target audience to learn more about the health needs of different professionals in the workplace. The main purpose of the workshops will to communicate directly with the customers and to prepare them for the clinic launch. The approach is quite instrumental in the creation of brand awareness and in understanding the consumer needs. The team will earn the consumer trust by interacting with them and allow the company to develop ideal retail relationships with other organizations within the health industry. Collaborating with credible companies in the health industry will help in increasing the organization recognition within the region. The use of direct marketing promotes the use of word of mouth, which is a healthy marketing tool for any company. The major weakness of this approach is that it is costly and time consuming (Hillestad & Berkowitz, 2013).

The Summary of the Tools

Tools/functions Strengths Weaknesses Role Timeline
Advertising Focused on the specific audience Limits the recipients To offer more information to the public on the company 6 months
publicity Cheap and credible Lack of control Offer more information 3 months
Direct marketing More focused Limits the range of recipients Create relationship with the target market 3 months

Marketing Communication Tools to Use after the Launch of the Clinic

            The company will use advertising, public relations, personal selling, and sales promotion to communicate with the target market. The promotional tactics at this stage will be more aggressive than the ones that the team used before the launch of the clinic. The first three months of any organizations are essential to the success of the company within the market. Competition and bad publicity are some of the issues that any organization must deal with in the first three months of operation (Hasz, 2012). The four promotional techniques will assist in creating an ideal brand for the clinic in the city.

Public Relations

            The clinic will hire public relations personnel who will help in managing the internal progress of the company. The success of any organization within the health industry depends on the ability to avoid mistakes. However, mistakes are inevitable in life. As such, the public relations team will come up with ways to control situations as soon as they happen to prevent negative publicity on the clinic. The organization will offer free services to rectify any mistake than happens in the process of service delivery. The organization will constantly train its employees to be effective and efficient in service delivery. Effectiveness in service delivery within the health industry limits chances of mistakes, hence maintains a good public relation. The team will use social media platforms, news releases, and websites to maintain a positive public image of the clinic. One of the strengths of this approach is the inexpensiveness (Chan et al., 2007). Therefore, it is ideal at this stage of the clinic’s development where profits are yet to be achieved. 

Sales Promotion

            The clinic will offer incentives to organizations that allow the clinic to oversee the health of their employees. Companies that use the clinic for more than a month will receive a free diagnosis for their employees. The incentive will encourage many companies to choose the clinic for the occupational health needs of their employees. The purpose of choosing this tactic is that it will help the clinic to achieve high sales at a faster rate to enhance the growth of the clinic. However, the approach does not offer long-term results in the clinic (Fortenberry, 2010). 

Personal Selling

            Personal selling allows the company to develop ideal relationships with the target market. In this case, the clinic will contact customers individually to find out their views on different services that they receive from the clinic. The approach will allow the company to adjust its operations to meet the changing consumer needs as customers give their various feedbacks on the quality of services offered. The importance of using this tool is that it provides long-term results, which are essential for the growth of the company (Vasilache, 2014).

Summary of the Tools

Tools/functions Strengths Weaknesses Role Timeline
Public relation Inexpensive Maintains the clinic’s name 3 months
Sales promotion Its quick Only short time solutions Increases sales 3 months
Personal selling  Provides long term results Takes a lot of time Build relationship with the right companies 3 months

References

Chen, C., Shen, C. & Chiu, W. (2007). Marketing communication strategies in support of product launch: an empirical study of Taiwanese high-tech firms. Industrial marketing management, 36 (8), 1046-1056.

Fortenberry, J. (2010). Health care marketing: tools and techniques. Sudbury, Mass: Jones and Bartlett Publishers.

Hasz, M. (2012). Contemporary dilemmas of management. Kraków: Krakowskie Towarzystwo Edukacyjne – Oficyna Wydawnicza AFM.

Hillestad, S. & Berkowitz, E. (2013). Health care market strategy: from planning to action. Burlington, Mass: Jones & Bartlett Learning.

Vasilache, S. (2014). Cross-cultural training and teamwork in healthcare. Hershey, PA: Medical Information Science Reference, an imprint of IGI Global.