Communications, Marketing & Public Relations

Week 5: Communications, Marketing & Public Relations

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Week 5: Audiences and Communities

One of the key steps in the health communication and social marketing process is identifying the population segments that can benefit from a specific health [service]. The more you know about your primary segment, the better you can reach them with messages, activities and policies.Communications, Marketing & Public Relations

—Centers for Disease Control and Prevention, 2012

As a health care administrator, you will likely engage in communication with different audiences. These audiences may include the patients or clients served by your agency, community leaders, physicians or medical staff, as well as non-medical employees/staff within your agency. Effectively understanding your intended audience influences the approaches you will take to engage in health communication. In developing a health services marketing plan, health care administrators need to consider those segments of the intended audience who will be exposed to the intended message as well as identifying those segments of the intended audience who are most likely to be most receptive to the message delivered.

This week, you explore health care administrator strategies for engaging in communications with different audiences. You analyze populations served by an agency’s health services marketing plan and examine strategies that health care administrators might implement to overcome barriers in the promotion of this marketing plan.

Learning Objectives

Students will:

· Analyze health care administrator strategies for communicating with different audiences

· Analyze population served by health services marketing plan

· Evaluate barriers to promoting health services marketing

· Analyze strategies to overcome barriers in promoting health services marketing plan

Learning Resources

Note: To access this week’s required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.

Required Readings:

· Hillestad, S. G., & Berkowitz, E. N. (2012). Health care market strategy: From planning to action (4th ed.). Burlington, MA: Jones & Bartlett Learning. Chapter 3, “The Challenges of a Competitive Marketplace” (pp. 57-82).

· Parker, J. C., & Thorson, E. (Eds.). (2009). Health communication in the new media landscape. New York, NY: Springer. Chapter 3, “Communication Consumer involvement in Health care” (pp. 41-54)

Chapter 6, “Enhancing Consumer Involvement in Health Care” (pp. 119–143)Communications, Marketing & Public Relations

· Agency for Healthcare Research and Quality. (2014). Effective health care program stakeholder guide 2014 (AHRQ Publication No. 14-EHC010-EF). Retrieved from http://www.ahrq.gov/research/findings/evidence-based-reports/stakeholderguide/stakeholdr.pdf

· Heaney, C. A., & Israel, B. A. (2008). Social networks and social support. In K. Glanz, B. K. Rimer, & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice (4th ed., pp. 189–210). San Francisco, CA: John Wiley & Sons.

· Health Behavior and Health Education: Theory, Research, and Practice, 4th Edition by Glanz, K.; Rimer, B.; Viswanath, K. Copyright 2008 by John Wiley & Sons – Books. Reprinted by permission of John Wiley & Sons – Books via the Copyright Clearance Center.

· Lillrank, P., Groop, P. J., & Malmström, T. J. (2010). Demand and supply-based operating modes – A framework for analyzing health care service production. Milbank Quarterly, 88(4), 595–615.

This survey is an effort to better understand, specify the range and better the extent to which the societal media has been effectual as a selling tool in edifice trade name consciousness. The research proposal presented here creates the lineation of the research undertaking and presents the bit-by-bit history of the mode in which the research will continue.

With the coming of broadband the cyberspace use spiralled and it exploded with the coming of web 2.0 which brought with it the likes of the societal media. In this societal media-driven age which has client connectivity and interactivity as its chief pillars, along with engineering, the content which is frequently client controlled dramas an every bit of import function and wholly alterations the manner sellers attract, influence and carry current and future clients.Communications, Marketing & Public Relations This loss of control which started with the cyberspace and increased exponentially with the societal media has made created a ambitious state of affairs for the sellers. Bing a comparatively new field there are no constituted theories or even sufficient literature for the selling practicians to understand and cover with this field. Hence, the challenge and the range of the subject of research make this an academically ambitious field to research. Thus it is hoped that this research will turn out helpful in carry throughing some of the ( research ) needs in this way.

Background

”Conventional selling wisdom has long held that a disgruntled client Tells 10 people. But that is out of day of the month. In the new age of societal media, he or she has the tools to state 10 million ” ( Gillin, 2007, p. 4 ) .

The above citation compactly gives the emergent function of the societal media in determining consumer behavior, inter-consumer dealingss, and the manner these interactions affect a company, its trade name and the destiny of the trade name in the market place. How so? The development, proliferation, and widespread usage of societal media, internet-based, have created the chance for an person to pass on with droves of other persons about different merchandises or trade names and their associated companies ( Mangold and Faulds, 2009 ) .

The acceptance and use of the societal media has besides brought about a paradigm displacement in the manner people interact with the trade names. This statement is re-iterated by academic bookmans Hanna et Al. ( 2011 ) who province that, “ consumers are following progressively active functions in co-creating selling content with companies and their several trade names. In bend, companies and organisations are looking to online societal selling plans and runs in an attempt to make consumers where they ‘live ‘ online ” .Communications, Marketing & Public Relations Besides in a late published article while noticing on trade names and societal media Smith ( 2009 ) states that, “ societal media continues to turn globally in footings of acceptance, use, involvement and impact in a monolithic manner. It ‘s undeniably altering the manner that content and information work peculiarly in footings of the publication of consumer sentiment. This has transformed the manner that consumers relate to trade names and the manner that trade names should run, driving direct interaction, transparence and a more advisory attack ” ( Beginning: hypertext transfer protocol: // mashable.com )

Research Problem Definition

The rise of the societal media web sites in a short span of clip and the enormous chance it provides is highlighted by the recent article on the societal media marketing web site where it is stated that, “ Social media is an highly powerful selling tool. It creates a positive impact in the head of its users. Social media selling has relegated traditional signifiers of selling to lower rounds in the precedence concatenation. Increasingly accepted as the most effectual method of selling and advertisement, societal media optimisation targets a well defined consumer group… hypertext transfer protocol: //www.socialmediamarketing.co.in/social-media-marketing-services.html

Mangold and Faulds ( 2009 ) have pointed out that academic publications and literature, particularly in concern country, have non been able to supply directors in the selling field with practical theoretical accounts and attacks of incorporate selling communications platforms including societal media bespeaking demand for more research in the field. They besides stated that the bulk of selling directors are yet to to the full recognize the critical importance and function of societal media in maximising their trade name edifice and/ or promotional activities. Furthermore, the impact that consumer-to-consumer communications have in the market-place has been greatly increased by their usage of societal media, yet there are no academically established theories in the field. This brings the research worker to the research inquiries:

Have companies identified the demand and the importance of societal media in their trade name edifice activities? To what extent have they been using the usage of societal media? How good are they utilizing them and to what consequence?

The Relationship between Public Relations and Marketing essay

Nowadays, more and more organizations understand their direct dependence on the society and their need to build friendly relations with public. Transition to market economy has brought new challenges and demanded a new approach to business principles. For this reason, the problem of professional marketing taking into account the interaction with public came in the forefront for many organizations.Communications, Marketing & Public Relations

The direct connection of marketing and public relations lies in the fact that PR mechanism acts as an engine of the process of product promotion on the market, ensuring success of the company, its high reputation in the face of fierce competition.

Although the aim of the modern companies is to increase sales, this does not preclude the need to use PR tools to integrate the interests of consumers and their behavior.

There are two opposing views on the relationships between PR and marketing. Some believe that PR is a direct marketing piece that is used to increase sales. Another point of view considers PR as an independent discipline, which is not subject to marketing and is related not to sales growth but the formation of a positive image of the company. There is no consensus on this issue, but the relationship of PR and marketing is obvious.

Definitions

PR is an activity aimed at forming positive opinion about the company and maintaining mutually beneficial relationships with it (Crabtree, 2010: 10-11). The purpose of PR is to establish two-way communication to identify common ideas or common interests and mutual understanding based on truth, knowledge and full awareness. The magnitude of this interaction, aimed at developing strong relationships with the public, can be very different depending on the characteristics of the actors, but the philosophy, strategy and methods are very similar.Communications, Marketing & Public Relations

Marketing is the subject of market activities aimed at implementing interaction with other actors of the market (Brandau, 2014: 24).

It is the process of planning and implementation of the plans, evaluation of promotion and implementation of ideas, goods and services in order to benefit from the exchange between people and organizations. The major activities of marketing are processes such as product development, research, establishing communications, organization of distribution, pricing.

The Roles of PR and Marketing

Functions and tasks of Public Relations

The most basic and common functions of PR are:

1) Control of public opinion and behavior in order to meet their needs and interests.

2) Responding to the public. Organization takes into account events, problems and behavior of others and responds to them.

3) The achievement of mutually beneficial relations with all groups of people through the fruitful cooperation with them (including with employees, customers, suppliers, production staff, etc.).

There are internal and external functions of PR, which are realized according to the individual generic areas:

  • external function is aimed at creating and maintaining a positive image of the organization among the community groups that are external to the organization, at informing them about the organization and its products;
  • internal function is aimed at creating and maintaining corporate social responsibility within the organization (good reputation of the organization among its staff, formation of a benevolent climate within the organization, maintaining a sense of responsibility and interest in the result of work). In this regard, PR should be considered as a method of creating organizational culture.

PR can have a significant impact on public opinion and it is cost-effective compared to commercial advertising. Using PR, the company does not pay for advertising rates, it pays for the work of media personnel. However, specialists believe that the consumer is more likely to pay attention and trust interesting article than advertising clip. It is obvious that PR performs more complex functions than advertising and plays an important role in the following tasks:

  1. Assist in the introduction of new products and services;
  2. Changing attitude to goods and services;Communications, Marketing & Public Relations
  3. Development and revival of interest in partially or completely forgotten goods and services;
  4. Creating favorable image of the company addressing certain target groups;
  5. Creating good image of the company that would positively influence the image of products and services (Hawes, 2010: 8).

Functions and tasks of marketing in the modern organization

Marketing begins with a study of the target market segment. Marketing management is the analysis, planning, implementation and monitoring of activities designed to establish, strengthen and maintaining beneficial exchanges with target buyers in order to achieve certain objectives of the organization, such as profit, sales volume growth, increase of market share, and so on.

Marketers determine potential demand and its size (capacity segment of the market), ie identify customers whose needs are not met adequately or experiencing an implicit interest in specific goods or services. There should be done market segmentation and selection of those its parts that the company is able to serve well. Marketing management plans, creates and brings the product to the consumer, develops demand strategy through product price, distribution channels and methods of promotion. Marketing researches product, market, consumer demand, and offers possibilities – these studies is a function of marketing. Marketing function is the impact on the level, time and nature of demand in order to achieve the goals of the organization (Smith, 2014: 22).Communications, Marketing & Public Relations

Similarities and differences

Currently, relationship between marketing and PR and their similarities are growing. Increasingly, these two trends are intertwined in practice. However, even thirty years they were considered completely separate discipline.

In the process of rapid development of marketing and public relations, they are rapidly expanding their spheres of activity, using increasingly aggressive means of communication, actively expanding the audience, as a result, they begin to turn to the same segments of the public, and sometimes even use same tactics of communicative behavior. Despite the fact that from the point of view of consumers, these disciplines are very similar, the practice has always maintained a strong conceptual separation.Communications, Marketing & Public Relations

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