Smith and Nephew is a one of the famous names in health care services. They are proven leaders having three main business units located across the globe offering specialized services in the orthopaedic ,endoscopy and advanced wound management and Reconstruction and trauma. Together as a single business unit, Smith and Nephew offer around 1000 different product ranges. Smith and Nephew is considered as powerful leader in advanced wound management and arthroscopy. Smith and Nephew operate in 32 countries across the globe with the turnover of $3.8 billion pertaining to annual sales.
For many decades, Smith & Nephew has produced many advanced devices for all the health care professionals with the help of a premium technology which helps the hospital staff and other surgeons to provide a quick and economical treatment. The advantage of Smith and Nephew is the effective use of ageing demographics and increasing the life span of patients with the ability on technology .Technical equipment helps in rapid recovery from surgery and also to improve the mobility for effective health care design.
The objective of the marketing report is to run a communication campaign for Smith and Nephew regarding the announcement of the computer assisted surgery development agreement between Smith and Nephew orthopaedic and Brain Lab.
The objectives of the communication planning will be
Informing the customer on the latest computer assisted surgery
Reminding the customer on the communications campaign
Finally persuading the customer to view a demo or lecture on the technical advantages of the computer assisted surgery.
The schematic diagram of a communication campaign given below also validates our choice of objectives
Source:" Marketing Principles and Perspectives",Bearden,Ingram ,Chapter 16,page 5,,5th edition ,TataMc grw hill publication
Steps involved in planning a communication campaign
Source : ICFAI Management Journal
First step is to identify the target audience
If there is more number of target audiences, then we have to prioritize the order which is important for sustainability.
Objectives framed for the communication campaign
Selection of various messages and rechecks if there is more avenue or scope for the message communication.
Choice of media
Production of media materials like tapes, ribbon etc .Promotional kits should be used in media materials
Formulation of Strategy plan and implementation of the same
Evaluation to test the effectiveness of implementation of strategy focused.
Analyze and decide on the communication strategies for future benefits.
Next step will be design an effective work plan for communication process .The work plan strategy involved allocation of practical resources to facilitate the communications campaign
It is important to devise work plan on the basis of the communica