Week 5 Individual Assignment: Presenting a Marketing Project Plan, Part 4

Developing an Integrated Marketing Campaign

Christina Tobel

University of Phoenix

HCS/472

Sandra Payne

11/15/2021

Developing an Integrated Marketing Campaign

Identify the stakeholders who will be part of your marketing team for the integrated advertising campaign.

Every organization has people who want to see it succeed in the industry and strive or expand. These are the marketing campaign stakeholders. The marketing stakeholder for the current marketing campaign will include salespeople, human resource employees, public relation representatives, channel partners, and customers who will be ready to advocate for the success of the brand (Berkowitz, 2016). These are the people inside and outside the organization who wish to see the brand move forward and strive at the end. These are the people who know the industry dynamics, competitive advantages of the competitors, and the market intrigues that contribute to the success of other brands.

Define the audience you will target in your integrated advertising campaign.

My targeted audiences are people living in Whiting Indiana and the peripherals. Since the hospital will provide audiology, cancer care, lung care, emergency care, therapy services, and nutritional counseling, families, friends, and patients with the above-listed illnesses will be the targeted audience of the marketing campaign (Kotler & Stevens, 2021). The campaign will also target the general Whiting population in Indiana.

Identify the marketing objectives you will use to guide your integrated advertising campaign.

The objectives of the current marketing campaign will be anchored on three objectives. Firstly, the campaign will be done to educate and prevent the high level of cancer prevalence in Whiting. The campaign will advocate for early testing and diagnosis as a way of preventing or reducing cancer cases. Secondly, the campaign is aimed at identifying new patients and promoting the brand in the area since it is a new entity (Kotler & Stevens, 2021). Lastly, the objective of the campaign will be to create awareness of the existence of the new hospital facility and the types of services and products that the facility offers to clients or patients.

Identify the resources you will need to complete your integrated advertising campaign.

Conducting an integrated marketing campaign requires a lot of resources both human, time, material, and financial resources. The financial resources in the budget include traveling costs, stakeholders’ facilitation costs, costs of internet and website designing, the costs of developing the campaign message, and costs of advertising on different media platforms (Haimowitz, 2012). Human resources will also be required, and this will include the services of all stakeholders listed earlier. It is estimated that the campaign will cost the hospital $45,000 to be successful.

Develop specific message(s) you will use in your integrated advertising campaign.

The marketing campaign message that will be used in this campaign will be:

“Whiting Community Health Center located in Whiting Indian offers a variety of healthcare products and services including audiology, cancer care, lung care, emergency care, therapy services, and nutritional counseling at pocket-friendly prices. Our aim is not to make profits but to ensure that patients with different health care predicaments access high-quality care provided by professionals in a conducive environment that fosters healing.”

Identify what impact external markets and influences may have on your integrated advertising campaign.

Many health care organizations are offering the same services we are offering to the patients. This may impact the number of new clients we receive at the end of the campaign. Secondly, many organizations in the healthcare industry are also using social media campaigns to market their brands (Berkowitz, 2016). Some of them have huge financial muscles and have huge internet presence something that may limit the number of people that access our social media campaign. Lack of financial muscles given that we are new in the industry may also limit the number of campaigns we roll out and limit the number of people we may reach through our campaign.

References

Berkowitz, E. (2016). Essentials of Healthcare Marketing. Burlington, MA: Jones and Bartlett.

Haimowitz, I. (2012). Healthcare Relationship Marketing. Burlington, MA: Gower Publishing.

Kotler, P. & Stevens, R. (2021). Strategic Marketing for Healthcare Organization. Hoboken, NJ: John Wiley and Sons.