Select a health care provider of your choice and discuss the major elements maki

Question

Select a health care provider of your choice and discuss the major elements making up their marketing communications process. From the e-Activity, determine the best method of setting their communications budget. Provide specific examples and rationale to support your response.

Analyze the eight major steps in delivering effective communications for your chosen health care provider and outline the basics of an effective communications program, including recommendations for improvement. Explain your rationale.

Explanation / Answer

Senior Manager Marketing & Strategic Planning Shifa International Hospitals Ltd DEC 2017. Being Head of the Department; (Marketing & Communication), integral role in Developing Yearly and Quarterly Marketing Communication Strategy, Program Planning & Budgeting in light of the corporate goals, objectives, and KPIs related to the assigned product & service lines.
Developing & Implementing Marketing Communication programs and campaigns, which include but are not limited to; media planning & buying; audio & video production; radio program production; developing and designing marketing collateral; coordination and liaison with media agency, partners, & suppliers; developing educational and awareness tool (newsletter, flyers & brochures, etc.); event management; direct marketing; digital marketing; bilingual content management for marketing collateral and communication platforms (Urdu & English) etc.

Market research, data analysis, and customer profiling studies, business feasibility studies, design and built studies, and proposals for new product development and diversification. Managing and executing patient education programs, CMEs, and health awareness campaigns (chronic disease risk assessment and screenings) with relevance to the World health & disease specific days, in coordination with healthcare professionals. Service standardization, automation & patient experience and patient feedback studies for enhancing patient experience and satisfaction by recommending and working on “Patient First Initiatives”
Extensive experience in executing integrated marketing communication programs (print, radio, direct marketing, outdoor promotions, mobile marketing, etc.)

Critical elements of marketing plan:

Situation Analysis (Focus on target market)

SWOT analysis ( Strength, Weakness, Opportunity, Threat)

Strategies and tactics

Customer profile (segments, behaviors, insights, needs and attitudes, etc.)

Competitive context (Competition analysis)

Financial projections (Budget of marketing)

SMART goals

Marketing system(Market analysis)

Supporting customer research (concept testing, qualitative research, market test results and volumetric modeling)

Risks and contingency plans (Situation Analysis)

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