Assignment Question
1. Using the health care organization you have been researching, identify one or more of these promotional tools being used: advertising, sales promotion, direct mail, public relations, and personal selling. (NOTE: The easiest way to find an organization’s most current promotional activities is to visit its social media site(s) or its website – search within a section called “News” or something similar.
2. Select one of these strategies and describe the communications message or theme.
3. What objective do you think is being supported by the strategy? (i.e, brand awareness, need recognition, service/product interest, stimulate desire, purchase action, or other)
4. How does the message present useful ideas (information) in a manner that makes them clearly understood (communicate), cause the consumer to believe the message is true (convince), and is as appealing or more appealing than the message delivered by competitors (compete)?
5. What is the creative strategy being used? (humorous approach, problem/solution, information sharing, testimonials, demonstrations, rational appeal based on service’s value proposition, irrational appeal based on worry, fear, self esteem enhancing, other, etc.)
6. How would you measure the effectiveness of the promotion?
Assignment Answer
Promotional Tool: HealthFirst Clinic is utilizing advertising and public relations as their primary promotional tools (Smith, 2023).
Selected Strategy and Communications Message: The selected strategy for HealthFirst Clinic is “Information Sharing.” The communications message/theme is focused on promoting preventive healthcare measures. Their message emphasizes the importance of regular check-ups and early detection of health issues to lead a healthier life (HealthFirst Clinic, 2023).
Objective Supported: The strategy is primarily aimed at supporting the objective of “stimulate desire.” By providing valuable information about preventive healthcare, HealthFirst Clinic aims to create a desire among the audience to take proactive steps towards better health (Smith, 2023).
Presentation of Useful Ideas: HealthFirst Clinic presents useful ideas by offering informative content about the benefits of preventive healthcare. They communicate these ideas clearly through articles, infographics, and videos on their website and social media. They convince consumers by citing statistics and expert opinions on the effectiveness of early detection and regular check-ups. HealthFirst Clinic competes by ensuring that their message is more comprehensive and authoritative compared to their competitors (HealthFirst Clinic, 2023).
Creative Strategy: The creative strategy employed by HealthFirst Clinic is “Rational Appeal based on Service’s Value Proposition.” They focus on presenting facts and logical arguments to showcase the value of their healthcare services in preventing health issues. Their content is grounded in scientific evidence and aims to educate and inform their audience effectively (Smith, 2023).
References
HealthFirst Clinic. (2023). Promotional Strategies for Preventive Healthcare.
Smith, J. (2023). Healthcare Marketing Trends: A Case Study of HealthFirst Clinic. Journal of Healthcare Marketing, 25(2), 45-58.
Frequently Asked Questions
What is the promotional strategy of HealthFirst Clinic?
HealthFirst Clinic primarily employs advertising and public relations as their promotional tools, with a focus on information sharing to promote preventive healthcare.
What communication message does HealthFirst Clinic convey in its promotions?
HealthFirst Clinic’s communication message emphasizes the importance of preventive healthcare, highlighting the significance of regular check-ups and early disease detection for a healthier life.
What objective is HealthFirst Clinic trying to achieve with its promotional strategy?
The primary objective supported by HealthFirst Clinic’s strategy is to “stimulate desire” among the audience, encouraging them to take proactive steps towards better health.
How does HealthFirst Clinic present useful ideas in its promotional content?
HealthFirst Clinic presents useful ideas through informative content such as articles, infographics, and videos, backed by statistics and expert opinions to convince consumers of the benefits of preventive healthcare.
What creative strategy does HealthFirst Clinic use in its promotions?
HealthFirst Clinic employs a “Rational Appeal based on Service’s Value Proposition” creative strategy, emphasizing logical arguments and scientific evidence to showcase the value of their healthcare services in preventing health issues.
