In our readings, we have been focusing on the 4 P’s of the Marketing Mix. All tend to think about Promotion as Advertising but there are actually a number of components to promotion. Advertising is only one.

Explain the relative emphasis that would be placed on advertising or personal selling in each of the following situations:

a)       a) A manufacturer of an infusion pump therapy kit for use in hospitals

b)       b) A hospital offering a nutrition work-shop for seniors, and

c)       c) An academic medical center offering a helicopter service for trauma cases within a 200-mile radius of the facility.

Text: Berkowitz, Eric N. Essentials of Health Care Marketing Third Edition. Jones and Bartlett Publishers. Sudsbury, Massachusetts. 2011