Product, Price, Distribution, and Promotion Term Paper

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In this case, it mainly needs to conduct following steps. Firstly, it should figure out that the specialization in cardiac disease is the hospital's future direction, and identify its target audiences, including the employees of the hospital, the community, and the potential and future patients. Secondly, it needs to establish the objective of the promotion that publicize the future direction of the hospital and attract customers to cure cardiac diseases at here. Thirdly, it needs to develop the promotional messages through appropriate delivery system to the audiences, such as using local radio stations or newspaper to deliver the promotional advertisements. Finally, it needs to evaluate the strategy that whether the specialization of the hospital has been known by the public and whether the profit has increased.

To be specific, the communications or promotions to different audiences are not same. Thus, we analyze them respectively.

(1) Communications to employees of hospital

Since the direction of the hospital has changed significantly from comprehensive one to specialized one, it is urgent and important to tell this transition to the employees since both cardiac physicians and non-cardiac physicians will be affected by this change. For cardiac physicians, they have to spend more efforts on this specialization, including carrying out more cardiac operations, receiving more patients. However, for non-cardiac physicians or employees, they may receive less budgets, even certain employees may be fired because of limited funds. Thus, some effective communication techniques must be used to forward this information to the employees. For example, internal presentation could be used as a method to broadcast this information.

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(2) Promotions to the community

Community is the most crucial market segment for a local hospital, thus the promotions to the community should be conducted sufficiently and effectively. There are our main promotional tools, including advertising, personal selling, sales promotion, and public relations (Kotler, 2005). It is better to use advertising and public relations to conduct the promotion. For example, the hospital could list some posters in the local communities, or send the advertisements of the introduction of the changed concentration of the hospital by radio programme or newspaper.

(3) Promotions to the future or potential patients

Patients are the direct customers that will purchase the services provided by the hospital, thus the promotion to these group of audiences should be more directly and broadly. Firstly, they could still take the methods such as posters or advertisements to let more potential patients know this change. Second, it could adopt personal selling or sales promotion (Wrenn, 2002). For instance, the doctors or employees could tell this information to their current patients, especially introduce advantages of the cardiac specialization, such as experienced cardiac physicians, or discounts of the cardiac operations.

Reference

Kotler, P., Armstrong G., & Cunningham P.H. (2005). Principles of Marketing. Toronto: Pearson Prentice Hall.

McDonough, M.H., & Ackert, G.A. (1986). Retrieved on Jun. 1, 2011, from http://web1.msue.msu.edu/imp/modtd/33710086.html

O'Donnell, M.P. (2001). Health promotion in the workplace. New York: Cengage Learning.

Wrenn, B. (2002). Contribution to Hospital Performance: Market Orientation vs. Marketing Effort and Lack….....

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