LOWCOUNTRY HOSPITAL | Lowcountry Hospital Marketing Plan | For The Plastic Surgery Department | | Owner | Strayer University |

Abstract

The purpose of this part of the marketing plan is to explore the integrated marketing communication and customer satisfaction strategy for Lowcountry Hospital’s plan of turning the plastic surgery department into a destination cosmetic surgery center for tourists. I will discuss the advertising strategy and how it aligns with the hospital’s marketing goals. I will explain how the effectiveness of the advertising will be measured as well as discuss any promotional strategies that will be used in addition to advertising. I will then develop an approach for measuring customer satisfaction and discuss how gaps in customer expectations and experiences will be addressed.

Integrated Marketing Communication & Customer Satisfaction Strategy

The marketing goal for Lowcountry Hospital is to expand its brand awareness beyond the local community and exploit new avenues of profit growth. As we have already established, we feel the best way to accomplish this is to take advantage of our proximity to Hilton Head Island and promote our cosmetic surgery center as the premier choice in cosmetic surgery tourist destinations. Since we are essentially in the beginning stages of the brand’s life cycle, our advertising campaign will focus on increasing awareness and creating positive associations of the Lowcountry Hospital brand. Our advertising campaign will have a mixture of cognitive and emotional ads. For our cognitive ads, we will create a noncomparative ad that poses this simple question: If you can change one thing about your body what would it be? It will then go on to explain who we are and what we can do for the consumer. The slogan for our emotional ads will be “Beauty that is just beneath the surface.” This ad will