Impressed with your executive summary from last week, the chief executive officer (CEO) for New City Home Care would like you to market the company across the region. The goal is to build a stronger relationship with physicians, engage in telemedicine, and expand a broader reach to the community.
The first step is for you to analyze and research the changing community and develop a marketing campaign for your boss, the director of development, on how to best connect with the community of Sunny Beach and increase referrals from for New City Home Care.
For this assignment, develop an innovative marketing campaign on the above scenario that includes the following elements:
- Define the target audience, determine the marketing objectives, determine resource requirements, define how the marketing message will be delivered through integrated marketing communication, specify the media plan, and discuss how the marketing campaign will be evaluated.
- Evaluate the potential impact of the expanded facility in patient satisfaction and developing new marketing share.
- Assess possible methods to build rapport within Sunny Beach and surrounding communities.
- Provide details on how ongoing research into the community will help New City Home Care stay ahead of the competition and stay well-connected with community. Consider concepts in monitoring the changing demographics of the community and growing health care sector.
The campaign plan should be 5-7 pages, not including title page and reference page, and include at least 5 scholarly references published in the last 5 years. Use of APA formatting is required.
Expert Solution Preview
Introduction:
As a medical professor, it is critical to understand the importance of marketing research and campaign implementation in an ever-evolving healthcare industry. In response to the CEO of New City Home Care’s request to develop a marketing campaign, the following elements will be addressed:
1. Define the target audience, marketing objectives, resource requirements, integrated marketing communication delivery, media plan, and campaign evaluation.
2. Evaluate the potential impact of the expanded facility in patient satisfaction and new marketing share development.
3. Assess possible methods to build rapport within Sunny Beach and surrounding communities.
4. Provide details on how ongoing research into the community will help New City Home Care stay ahead of the competition and stay well-connected with the community.
Answer:
1. To develop an innovative marketing campaign for New City Home Care, it is essential to identify the target audience, marketing objectives, resource requirements, integrated marketing communication delivery, media plan, and campaign evaluation. The target audience should include physicians, patients, and other healthcare providers within the Sunny Beach and surrounding communities. The marketing objectives should focus on building rapport with physicians, engaging in telemedicine, and expanding the company’s reach. Resource requirements should allocate budget and staff to deliver an effective campaign. The marketing message should be delivered through an integrated marketing communication approach that includes social media, email marketing, and direct mail campaigns. The media plan should include targeted advertisements in healthcare publications and local news outlets. The campaign should be evaluated based on increased referrals, telemedicine usage, and physician engagement.
2. The expansion of the New City Home Care facility can lead to increased patient satisfaction and development of a new market share. Patients will now have access to a complete range of healthcare services in one location, which can increase convenience and reduce the overall healthcare cost. With an expanded facility, New City Home Care can market its services and capture a broader share of the market, resulting in increased revenue.
3. Building rapport with Sunny Beach and surrounding communities requires an understanding of the community’s demographic and healthcare needs. New City Home Care can establish partnerships with local healthcare providers, community organizations, and government officials to increase visibility and build trust. Supporting local events and sponsoring health education initiatives can also increase community involvement.
4. Ongoing research into the community’s changing demographics and healthcare trends can help New City Home Care stay ahead of the competition and stay well-connected with the community. Monitoring healthcare sector growth, population demographics, and potential competitor activity can reveal opportunities for expanding services and building new partnerships. Surveys and feedback from patients and physicians can also provide insights into changing healthcare needs and preferences.
In conclusion, an innovative marketing campaign that incorporates the target audience, marketing objectives, resource requirements, integrated marketing communication delivery, media plan, and campaign evaluation, potential impact of an expanded facility, methods to build rapport, and ongoing research can increase referrals, capture a new market share, and build trust within Sunny Beach and surrounding communities.
