Marketing Management and Business Communication Health Care Product

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Assignment: Marketing and Communication Techniques for Health Care Products
When selecting marketing and communication techniques, health care organizations must carefully examine their consumer populations, as not all techniques are effective for all consumers. Depending on the product, organizations might even choose two or three different techniques in an effort to reach multiple consumer segments. For this Assignment, you examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers.

To prepare:
• Select a health care product to market within your organization.
Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3.
• Identify the consumer population of your organization, including general and business consumer.
• Consider traditional and/or contemporary marketing techniques that may be appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Reflect on why you might select this technique and how you might use it to market the product.
• With the marketing technique you select in mind, consider how you might create an advertisement to market the health care product and what communication techniques might be appropriate for your population.

The Assignment
Write a 2-page brief that addresses the following:
• Describe the health care product you selected.
• Analyze the consumer population of your health care organization.
• Recommend a marketing technique that is appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Include why you selected this technique and how you will use it to market the product you selected.
• Recommend one or two communication techniques that are appropriate for the consumer population.
Then, create an advertisement using the marketing technique you selected. Be sure to utilize communication techniques that would be appropriate for the consumer population you identified.

Required Readings
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
• Chapter 9, “Traditional Marketing Techniques” (pp. 253–287)
• Chapter 10, “Contemporary Marketing Techniques” (pp. 291–318)
• Chapter 11, “Social Media and Healthcare Marketing” (pp. 321–338)
Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P., Knifton, L., & Clarke, A. (2014). Just telling and selling: Current limitations in the use of digital media in public health: A scoping review. Public Health, 128(12), 1066–1075.

Note: Retrieved from the Walden Library databases.
Enos, G. A. (2014). One CEO attacks bait-and-switch marketing. Behavioral Healthcare, 34(6), 16–17.

Note: Retrieved from the Walden Library databases.
Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S–93S.

Note: Retrieved from the Walden Library databases.

Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G. (2015). New media but same old tricks: Food marketing to children in the digital age. Current Obesity Reports, 4(1), 37–45.
New media but same old tricks: Food marketing to children in the digital age by Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin in Current Obesity Reports, 41(1). Copyright 2015 by Current Science, Inc. Reprinted by permission of Current Science Inc. via the Copyright Clearance Center.

Luca, N. R., & Suggs, L. S. (2013). Theory and model use in social marketing health interventions. Journal of Health Communication, 18(1), 20–40.

Note: Retrieved from the Walden Library databases.
Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler, R. (2015). Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices. Vaccine, 33(34), 4204–4211.

Note: Retrieved from the Walden Library databases.
Yaaminidevi, S. (2014). A study on the behavior change communication in the social marketing of condoms. International Review on Public and Nonprofit Marketing, 11(2), 181–193.

Note: Retrieved from the Walden Library databases.

Marketing Management and Business Communication
Health Care Product: CPAP
Continuous positive airway pressure (CPAP) is a health care ventilator that applies mild air pressure on a regular basis to maintain the airways open in persons who have breathing challenges. The health care device is provided by Mayo Clinic who are keen on improving the breathing of their patients. The CPAP device usually applies regular airway pressure during the entire breathing cycle. CPAP could be used to treat infants with less-developed lungs to improve their breathing (Luyster, et al., 2016). Mayo Clinic’s CPAP device has additional features that includes heated humidifiers. This makes it the best device to treat obstructive sleep apnea. Among infants, nasal CPAP version has been created to improve the treatment of the breathing challenge faces them. However, the use of device among infants has been heavily criticized due to the concern that nasal CPAP lowers the ventilator time.
Consumer Population
CPAP device targets a population of people with breathing problems in the United States. Snoring is a common health condition that is associated with breathing challenges during sleep. The breathing problems affects people from all ages and genders. Luyster et al. (2016) estimates that around 90 million people who are adults, 37 million experiences breaching problem on a regular basis. For example, snoring might occur on a night basis or intermittently. Similarly, many hospitals will need to purchase the CPAP devices to manage their patient’s conditions, more so the nursing homes for the elderly persons. The risk of breathing problem is high among males and overweight persons. Snoring affects more men than women. Mayo Clinic claims that the breathing problem becomes severe as a person age. Such a situation could disrupt a person’s sleep and their partner’s sleep. CPAP would be reliable and useful in managing the situation to allow for the recovery of the affected persons.
Marketing Technique
The recommendable marketing technique is the use of digital billboard advertising. Billboard advertising is a form of communication entails the use of large, structures to display messages to drivers and pedestrians using the roads and highways. This form of advertising is an outdoor advertising approach that would reach a large audience of customers to inform and entice them to purchase the health care product (Thomas, 2015). Today, the content on the billboards is printed through digital means. This makes it possible for the health care organization to post multiple messages in rotation and thus, improving the communication potential of the technique (Yaaminidevi, 2014). Digital billboard advertising has significant value as it communicates the message to a large audience of people who needs CPAP (Fraenkel, 2013). CPAP is useful for persons from all ages and genders and billboard ads would communicate the message to them effectively. The billboard will display information regarding the use of CPAP and its benefit compared to other alternatives in the market.
Communication Technique
The diverse consumer population of CPAP device could benefit from the use of simple language during informal health care forums organized by Mayo Clinic. The use of simple language is an effective communication technique that would assist informing the consumers about the health care product and give the physicians an opportunity to respond to the patients (Kelly, Vandevijvere, Freeman, & Jenkin, 2015). It is recommendable that the physicians should avoid jargon while communicating with the patients during the health care forums. Jargon and medical terms might make the communication with the patients a challenge. Clar, et al., (2014) notes that the physicians might overlook the impact of the using jargon while communicating with the patients. Jargon involves complex medical terms and processes that can only be understood by the physicians. The physicians should not assume all patients understands the complex medical terms and concepts (Enos, 2014). As such, the use of simple language is a good communication technique to improve the proper engagement with the patients.
Fig.1:
CPAP Digital Billboard Ad for Mayo Clinic.

References
Clar, C., Dyakova, M., Curtis, K., Dawson, C., Donnelly, P., Knifton, L., & Clarke, A. (2014). Just telling and selling: Current limitations in the use of digital media in public health: A scoping review. Public Health, 128(12), 1066–1075.
Enos, G. A. (2014). One CEO attacks bait-and-switch marketing. Behavioral Healthcare, 34(6), 16–17.
Fraenkel, L. (2013). Incorporating patients’ preferences into medical decision making. Medical Care Research and Review, 70(1), 80S–93S.
Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G. (2015). New media but same old tricks: Food marketing to children in the digital age. Current Obesity Reports, 4(1), 37–45.
Luyster, F. S., Dunbar-Jacob, J., Aloia, M. S., Martire, L. M., Buysse, D. J., & Strollo, P. J. (2016). Patient and partner experiences with obstructive sleep apnea and CPAP treatment: a qualitative analysis. Behavioral Sleep Medicine, 14(1), 67-84.
Thomas, R. K. (2015). Marketing health services (3rd ed.). Chicago, IL: Health Administration Press.
Yaaminidevi, S. (2014). A study on the behavior change communication in the social marketing of condoms. International Review on Public and Nonprofit Marketing, 11(2), 181–193.

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