There are many choices of communication available to market a certain product. But today, because of the development of technology, we have more options to choose from traditional communication or online communication such as website, email, blogs, and social media (facebook, you tube, and twitter).
Each option can be effective or ineffective depending on the product that is being marketed and there are many ways to be considered. As Berkowitz (2011) noted, “Successful communication with a target market depends on the effectiveness of the major components of communication.” (p. 345).
Kaiser Permanente
(kp.org)
Walk-in clinic
(Valley View Family Clinic)
Retail clinic
(Rite Aid Pharmacy)
Target Audience:
Kaiser Permanente a medical insurance that is offered to young adults who are 26 and are not covered under their parents’ medical plan. They also have individual and family plan.
Target Audience:
Their target audience includes: infants, children, teen-agers, young adults, seniors, and families.
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Target Audience:
Their target audience are the general public which includes: infants, children, teen-agers, and seniors. They market their audience through traditional communication like: Television ads
Radio
Newspaper/Magazine
Billboards/Transit
Direct mail
Online communication like:
Website
Social media (Twitter
Facebook)
Banner ads
Blogs
Podcasts
They market their audience through traditional communication like: Newspaper
Direct Mail
Online communication:
They market their audience through traditional communication like: Television ads
Radio
Newspaper/Magazine
Billboards/Transit
Direct mail
Online communication like:
Website
Social media (Twitter, Facebook, and You Tube)
Podcasts
Blogs
Banner Ads
Effectiveness of their marketing approach:
Kaiser Permanente uses research to learn and connect with their audience. They are successful because a brand must make an emotional connection with its audience. Kaiser Permanente spent a lot of time researching and listening to what matters to people about their health. Their research is done on members as well as consumers of all ages across all Kaiser Permanente regions, and it is updated regularly.
Effectiveness of their marketing approach:
This family clinic serves all types of insurances including private, Medical and Medicare patients. They are also open Saturday (from 8-12pm) to accommodate people who works during the week. They also speak Spanish wherein they can serve the speaking Spanish patients.
Effectiveness of their marketing approach:
Rite Aid Pharmacy has been in the market for quite some time that their marketing approach has been effective because they still continue to grow and added wellness program as well.
What could be done differently to improve marketing?
I don’t think Kaiser Permanente could have done differently because their marketing and advertising are strong that the organization makes every day to live up to their brand promise on all levels. This includes delivering the best care and service to the members, such as the wellness programs and the commitment in engaging the members in their care through technology. What could be done differently to improve marketing?
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They have not marketed their services through online communication because this is just a small clinic with limited resources. They have to improve their online communication through promoting their services to social media such as facebook, twitter, you tube, and other social networks. What could be done differently to improve marketing?
I don’t think Rite Aid Pharmacy could have done differently because it’s not just a regular pharmacy but they continue to grow in the market because they added other services like rewards program, wellness, flu shots, diet and fitness which consumers can benefit from it.
Conclusion
Today, in our health care delivery system, there many ways we can communicate strategically the products through marketing and advertising. The effectiveness of the marketing depends on: who it’s reaching, how it’s resonating, and the consumers’ response. The extent of marketing provide the opportunity to take advantage of the effectiveness of advertising that is being delivered and understood the audience’s relationship with the product whether it’s in newspaper, television, internet, or mobile so one can better understand how to optimize and reach the desired goal to the consumer.
References
Berkowitz, E. N. (2011).
Essentials of health care marketing (3rd ed.).
Sudbury, MA: Jones & Bartlett Learning. Retrieved from http://www.health.gov/paguidelines/pdf/paguide.pdf Retrieved from http://www.thrive.kaiserpermanente.org
Retrieved from http://www.riteaid.com/wellness-articles
