Memorial Hospital Marketing Campaign - Essay Example

The marketing campaign of the memorial hospital is done using social media (Facebook, Twitter, and YouTube), websites and print media as media channels. This marketing campaign focus on the marketing mix and the target market of the organization. These media channels are used to advertise the services that the hospital offers such as Addictions, Allergies and Rheumatology, Back, Neck and Spine Care, Behavioural Health, Blood Disorders and Diseases, Care, Burn, Cancer Care, and Health. The hospital has used the media channels and this can be analyzed as follows (Mark, 2012):

Social media. This has mostly been used by the hospital to reach a specific group. Social media which includes the usage of Facebook, Twitter, and YouTube is usually commonly used by a large number of people across the globe. The hospital has used social media to a smaller extent. This can be seen in the small number of followers on Twitter and Facebook. YouTube downloads also reveal a small number of customer accesses. The hospital uses this social media to target the youth group.

Websites. The company has effectively used the websites. This has been done in such a way that it gives links to compare the services that it offers with other hospitals in terms of price, quality and place. The websites also link the social media and give a place for feedback to evaluate the services for better services. It also provides testimonials compared to other hospitals that do assume, this makes the hospital to be on a competitive advantage. The websites reveal the facilities which play a major role in advertising the hospital (Mark, 2012).

Print media. The hospital has adopted the usage of print media. The hospital has strategized in such a way that it uses the magazines that make a lot of sales, the wall street journal, to advertise its products. This has been effective in the advertisement because most people often read the journal (Mark, 2012).

The marketing mix that the hospital has implored ensures that it relates to the target market which includes all genders, ages and all social backgrounds. The price of the treatment is affordable and this is revealed in the testimonials on the websites. The services are distributed across all the places. This has been made easier by the presence of other branches like Rogers, Sibley and Weiss which can be located easily on the website. The hospital has also choppers and ambulances for emergencies in turn distributing their services to a larger scope. The hospital provides T-shirts and carries out CSR to promote the company twice a year.

In advertising, there are message strategies commonly used to send a good impression about the products and services. The hospital uses a unique selling proposition and positioning. Normally, understanding the message strategy is vital in creating a successful campaign. The company uses these strategies (Buzz, 2013):
- Unique Selling Proposition-Normally, this strategy highlights something unique about the product or brand that others do not offer. It is the main selling point. The hospital has a unique service which is Allergies and Rheumatology services. This is unique in the hospital and the disorders are common among people making hospitals to be on a competitive advantage (Buzz, 2013).
- Positioning-Ordinarily, positioning identifies the product or brand as the best in comparison to the competition. The hospital offers services of high quality at an affordable price. The company will have good customer service that allows for customers' feedback which is usually important in the progress of the treatment (Buzz, 2013).