Healthcare Communication Methods
Adrianne M Engle
University of Phoenix
2 June 2014
“All marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning. Brand awareness is a function of the number of brand-related exposures and experiences that have been accumulated by the consumer” (Kotler, Shalowitz, & Stevens, 2008, Chapter 13, Designing and Managing Integrated Marketing Communications). Using multiple communication methods can be an interesting strategy for a health care organization. It will get their brand out there in a positive light if they are in control of it. There can be a negative light for their brand if they end up in the media for problems at their organization. The media and social media typically cannot be controlled. Social media is most certainly the hardest of all communication ...view middle of the document...
Traditional communication can be useful if the item is not time sensitive. Traditional letters can take up to a week to get to where they need to be. If a decision has to be made before the person receives the letter then the letter is essentially useless. If the deadline is longer than what it takes for the individual to receive the letter then it is alright to send the letter. A faster means of communication is electronic. Electronic communication can only be used if the individual has indicated that they will allow it. Electronic communications are the second fastest means of communication. The fastest would be to contact an individual through a phone call.
Phone calls may be the fastest means of communication but it is not always feasible. The best way to communicate with a large group of individuals would be social media. Social media can reach the largest amount of people possible. This is because the first individuals contacted can share the details of the organization very quickly. Social media can turn against the organization just as quickly as they can like it. Having a positive presence online can be difficult to maintain. Having a social media expert on hand can make that task easier. Social media can be quite inexpensive to have. There is no cost for using it but having a team of social media experts would be a part of the cost of advertising. “One of the most difficult marketing decisions is determining how much to spend on promotion” (Kotler, Shalowitz, & Stevens, 2008, Chapter 13, Designing and Managing Integrated Marketing Communications).
Du Pre, A. (2005). Communicating About Health: Current Issues and Perspectives (2nd Ed.). Retrieved from The University of Phoenix eBook Collection database.
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic Marketing for Health Care Organizations. Building a Customer-Driven Health System. Retrieved from The University of Phoenix eBook Collection database. Message. Retrieved from The University of Phoenix eBook Collection database.