The selection of components from the marketing communications mix
To aid in developing your ability to make good marketing communications choices, this Practitioner Application centers on the selection of components from the marketing communications mix.
The selection of components from the marketing communications mix
Your M1 readings included five articles profiling the components of the marketing communications mix: advertising, personal selling, sales promotion, public relations, and direct marketing.
Healthcare marketers must be very familiar with each category in order to make prudent selections when devising communicative plans for their given
establishments.
To aid in developing your ability to make good marketing communications choices, this Practitioner Application centers on the selection of components from the marketing communications mix.
Specifically, you are to place yourself in the role of Marketing Communications Manager for a soon-to-be-established home health agency based in the city of your choice.
(An actual city must be selected as this assignment calls for
formal market research.)
More so, the entity will be known as Scarborough Home Health and it will offer the usual and customary array of services provided by home health agencies.
(If you aren’t familiar with home health agencies and their associated services,
conduct Internet research or visit a local provider to gain a proper understanding.)
Additionally, noting the competitive nature of the market, the Administrator of the agency
has expressed desires to proficiently reach clients in order to attract their patronage and
he has requested a report containing your marketing communications
recommendations.
(As the Administrator indicates that the agency is in a competitive market,
the city you select must mirror this attribute.
Also, smaller municipalities likely will not qualify.
As such, moderately-sized or larger municipalities should be selected.)
Think deeply about the particular product line (i.e., home health services),
the city in which the services will be in offer, and the various communicative options available for reaching patients
(i.e., advertising, personal selling, sales promotion, public relations, direct marketing).