In this assignment the leaner will identify specialty that fits for her geographic area, and identify the level of intensity and the promotional strategy utilized to promote the product. The learner will be utilizing information obtained from lectures on technology research, promotional strategies, and distribution intensities.
Identify a specialty that fits for your geographic area and justify your selection.
“Cancer is defined as the uncontrolled growth of abnormal cells in the body. Cancer appears to occur when the growth of cells in the body is out of control and cells divide too quickly. There’re numerous forms of cancer, it can develop on any organ or tissue in the body, such as lungs, colon, or breast, skin, bones or nerve tissue. Drinking excessive alcohol, or obesity, Benzene and other chemicals are some causes of cancer. The most common forms of cancer for both sexes are colon and lung cancer. Most cancers are diagnosed by biopsy. Treatments are based on the stage and type of cancer.” According to State Center for Health Statistics, North Carolina (2009), Forsyth County was ranked number one for the leading cause of mortality at 24.1%. As the Vice President of Marketing implementing a specialization in cancer could possibly reduce the death rate and increase profit margin for the hospital.
Indicate what level of intensity would promote this transition effectively, keeping in mind those physicians, employees, and consumers who will be affected by the change provide support for your answers.
The level of intensity for this specialization would be presented as Exclusive. Exclusive distribution is defined by Berkowitz (2011) as, “The product being offered in a highly restricted number of outlets.” As far as physicians are concerned this may or may not affect them. This could either cause their hours to increase or decrease. This also may cause for a need to hire new physicians specializing in cancer. As far as the consumer is concerned, issues of being able to afford treatment for the diagnosis, the distance to the new facilities all play a role in the effects of the organizations new specialization. This form of distribution may also present an increase in new patient enrollment, resulting in profit increase. It could also cause patient visits and enrollment to decrease. As the Vice President of Marketing, this form of distribution would be beneficial due to the fact of very little organizations offer cancer treatments in this geographic area. Offering competitive prices for treatments may also be beneficial. This gesture may cause physicians to work longer hours or the need to hire new physicians for new sites. Few employers may have to relocate or have an option of relocating to new offices, this will be optional. This new specialization may increase profits which also may increase wages for employees. New technology training will be provided for employees if and as needed.
Based on the level of intensity chosen above, create a promotional strategy that includes the following:
The internal communication/ promotion to employees.
Personal selling is defined by Berkowitz (2011) as, “Any paid, personal presentation of goods, services, and ideas.” (p.354) Personal selling would be utilized as a promotional strategy. Berkowitz (2011) states that, “This particular tool allows direct feedback from the receiver. Personal selling also controls who receives the message.” This would be beneficial to notify the employees of the process being taken place. Also gives them the opportunity to offer feedback.
The external communication/ promotion to the community
Using billboards and radio station would be a great way to promote to the community. Utilizing expressway billboards and areas where majority of the population passes in route would also be an optional place to present advertisement for the organization’s new specialization. Advertisement is defined by Berkowitz as, “Any directly paid form of nonpersonal presentation of goods, services, and ideas.” (p. 354) Publicity may also be another form of advertisement for a promotional strategy for the community. Berkowitz (2011) mentions, “This form of communication is an indirectly paid form of presentation of goods, ideas, or services. This could also assist with reaching the public by using the local media and at their expense.
The external communication/ promotion of potential and future patients.
The learner believes that Advertising should be utilized to promote product to potential and future patients as well. Information on potential and future patients should be obtained prior to conducting this form of promotion to identify the target marketers. This will assist with what forms of advertisement should be used such as radio, billboards, ads on local websites, or maybe even informing current patients (word of mouth).