Question

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.

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.

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.

Answer 1

Health care product : Aloevera Capsule

Description :

• Aloevera is a plant with proven rejuvenating, healing and soothing properties.
• It contains more than 20 essential amino acid and vital minerals such as Calcium, Magnesium and Sodium.
• It also contains enzyme, vitamins, polysaccharides, nitrogen and other components.

Marketing research techniques :

  Marketing research under customer oriented marketing can offer current, adequate and accurate information about potential customer and all other aspects of market environment such as dealers needs and preferences, consumer expectations, competition, marketing conditions, etc.

Marketing techniques include;

1. Survey Techniques : The information is recorded in the form of a Questionnaire or a schedule or a Blank form of enquiry.

Advantage of survey techniques :

• Measure attitudes and motive directly.
• Quite flexible
• Information directly from respondents

Survey methods include:

• Mail survey by Questionnaire
• Telephone survey
• Personal interview / Field survey

2.Observation Approach :

• Here no questions are are asked in data collection, it is more objective and accurate
• Observation of overt or obvious behaviour of consumers

3 . Panel Research :

Interviews the sample group of respondents two or more times, secure data from them on two or more occasions.

Uses of consumers panel:  

• Findout consumer attitudes, preferences, changes in demand relating to particular brand from time to time.
• To assess market trend's.
• To get consumer reaction to prices and to advertising.

Advertising :

Advertising is an art, used to familiarise public with the product by informing of it's description, uses, it's superiority over other brands, sourcesof its availability and price.

Advertising Techniques :

1) Television, Radio and other audio visual media:

• TV is the latest and fast growing medium of advertising.
• It is very effective medium because it appeals to both the eye and ear.
• The product can be demonstrated and explained on the television.

2)Personal contact or detailing:

• ​​​​​​​​​​​​​​sale promotion and advertisement by personal contacts.
• This method is very costly.
• It provide an opportunity to physicians and retailers about new products.
• Clear any doubts a physician.
• Opportunity to demonstrate and explain in detail .

3) Outdoor Advertisements:

Exhibition of an advertisement at street corners, railway stations, bus stands, on moving vehicles , etc.it includes number of ways:

• Sky-writing
• Posters or hoardings
• Sandwichmen
• Electric signs neon signs