Practitioner Application
Your M1 readings included five articles profiling the components of the marketing communications mix: advertising, personal selling, sales promotion, public relations, and direct marketing.
Healthcare marketers should be very familiar with each category in order to make prudent selections when devising communicative plans for their given establishments. To aid in developing your ability to make good marketing communications choices, this Practitioner Application centers on the selection of components from the marketing communications mix.
Specifically, you are to place yourself in the role of Marketing Director for a soon-to-be-established hospice house based in the city of your choice. The entity will be known as Grace Hospice House and it will offer the usual and customary array of offerings provided by residential hospice houses.
Noting the competitive nature of the market, the Owner of the hospice house has expressed desires to proficiently reach clients in order to attract their patronage and he has requested a report containing your marketing communications recommendations.
Think deeply about the particular product offering (i.e., residential hospice services), the city in which the services will be offered, and the various communicative options available for reaching clients (i.e., advertising, personal selling, sales promotion, public relations, direct marketing).
After careful background research and reflection, prepare a report indicating the components of the marketing communications mix you would use to market the given hospice house.
- For each component of the marketing communications mix, you should indicate whether you do or do not recommend its use and supply detailed justifications for your associated decision.
- Additionally, for recommended components, you should supply details regarding how you plan to put these into practice. Note that general portrayals will be penalized harshly; specificity is required.