Integrated Marketing Communications Plan for Health Centre Rhein-Neckar
Stock, Katharina (2017)
Stock, Katharina
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702011868
https://urn.fi/URN:NBN:fi:amk-201702011868
Tiivistelmä
In today’s competitive environment, medical practices cannot do without advertising their services in order to attract and retain patients. Marketing in health care has become as essential as within any other industry. Therefore, this product-oriented thesis aims at creating an integrated marketing communications plan for the case company, Orthopaedic Health Centre Rhein-Neckar. The company’s objective is to increase sales generated by its diagnostic methods and treatment options for arthrosis. Although the company has implemented some marketing activities within recent years, it is still missing a clear strategy behind its communication.
The thesis is subdivided into three chapters, followed by the conclusion. The first chapter is an introductory part that provides background knowledge for the thesis. The thesis objective, process and the case company are presented, among other things.
In the second chapter, the theoretical framework, the topics of health care marketing, marketing communications and integrated marketing communications are covered. A special focus lies on the marketing communications mix and PR Smith’s steps in establishing an integrated marketing communications plan.
Building on the theoretical framework, the third chapter applies each of the steps in develop- ing an integrated marketing communications plan for the case company. The company’s internal and external environments are examined, objectives and a strategy are defined, followed by the selection of the most suitable communications tools. The last two steps explain the implementation and control of the plan.
“How-to” guidelines summarizing the steps and chosen communications tools conclude the thesis. With the help of the guidelines, the case company can achieve its objective, provided that all stakeholders fulfil their tasks.
The thesis illustrates that the most suitable communications tools for the case company are advertising, direct marketing, events, word-of-mouth and online marketing. Especially online marketing is more important than ever in health care because consumers prefer to look for doctors online. The Internet is an easy way to get information and, thanks to review portals, consumers can easily compare their options.
The thesis is subdivided into three chapters, followed by the conclusion. The first chapter is an introductory part that provides background knowledge for the thesis. The thesis objective, process and the case company are presented, among other things.
In the second chapter, the theoretical framework, the topics of health care marketing, marketing communications and integrated marketing communications are covered. A special focus lies on the marketing communications mix and PR Smith’s steps in establishing an integrated marketing communications plan.
Building on the theoretical framework, the third chapter applies each of the steps in develop- ing an integrated marketing communications plan for the case company. The company’s internal and external environments are examined, objectives and a strategy are defined, followed by the selection of the most suitable communications tools. The last two steps explain the implementation and control of the plan.
“How-to” guidelines summarizing the steps and chosen communications tools conclude the thesis. With the help of the guidelines, the case company can achieve its objective, provided that all stakeholders fulfil their tasks.
The thesis illustrates that the most suitable communications tools for the case company are advertising, direct marketing, events, word-of-mouth and online marketing. Especially online marketing is more important than ever in health care because consumers prefer to look for doctors online. The Internet is an easy way to get information and, thanks to review portals, consumers can easily compare their options.