As growth is continually experienced among various communities, markets also experience various forms of evolution. Health care sector is one such area in the market that evolves as the community grows. As such, it is important for the New City Home Care to make investments into extensive research into Sunny Beach and surrounding communities as a way of remaining competitive and addressing, the increasing needs. In this case, it is also necessary to develop an innovative marketing campaign strategy to address such eventualities.
Target audience
The audience that the New City Home Care intends to target is expected to include individuals from within and without the community of Sunny Beach and its environs. This is because the homecare would find it convenient and less expensive to offer its services to this group of people. The identification of target audience is an important step towards the development of the entire marketing campaign for the New City Home Care. In this regard, some of the factors that are considered in the definition and identification of target audience include psychographics, demographics and buying the power of the services offered by the home care. Other audience to be targeted this marketing campaign include the internet users, newspaper and magazine readers as well as those relying on television and radio as their source of information. According to Kennedy (2011), it is essential to understand a marketing target audience since it plays a critical role in the development of effective marketing and advertising strategies. As such, this marketing campaign will focus on targeting audiences to enhance its chances of success in meeting its objectives.
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Marketing objectives
The objectives for carrying out a marketing campaign for the New City Home Care are to assist it in enhancing its connection with members of the community of Sunny Beach as well as attract new customers. Additionally, this marketing campaign expects to direct its commitment to offer education and information to members of the community at Sunny Beach in relation to some of the common and serious health conditions. This information will also include ways in which such conditions can be avoided of cured by services at this home care. The other objective involves promotion of home care services through free or discounted professional consultations. Objectively, this campaign also seeks to create awareness amongst the community members about the available services that can be beneficial to the in one way or the other.
Resource requirements
Various resources will be necessary for the planning, development execution of the marketing campaign strategy for the services offered by the New City Home Care to the member of the communities at the Sunny Beach. It is critical to have a marketing campaign that is properly structured since it facilitates the entire process of a marketing campaign. Thus it is important to come up with a budget that will guide any spending that goes into requirements used in this marketing campaign. The resources required for marketing campaign include the funds that are used either directly or indirectly. Some of the direct uses include creative development, publications, and payment for media and internet time among others. Other resources include a human resource of the personnel involved in carrying out the campaign, campaign facilities as well as some medical facilities to perform demonstration and free services to the potential customers ( Leone, 2012).
Thomas (2008) indicates that a marketing campaign budget for the required resources should be considerate when it comes to direct expenses and indirect expenses. Some of the direct expenses include those that go into creativity, market research, media and publications, and production. When it comes to the initiatives taken in relation to advertising, expenses used in the media forms the main part of the resources required. As such, the main resource incurs money spent on making adverts via various communication channels with a higher likelihood of reaching the target audience and more potential customers. Indirect resources are often required in facilitating campaign activities that are performed by external agencies internet marketing for the New City Home Care.
Integrated Marketing Communication
An integrated system of communication will come in handy as a means of ensuring that the intended campaign message gets to the target audience and even goes beyond. Once the New City Home Care has developed its appropriate services that focus on the needs and expectations of its target market, it would be necessary for it to communicate the associated benefits and values to the existing as well as the potential customers. In that case, a well-thought-out system of integrated marketing communications will be used as a strategic approach in the delivery of consistent messages and information. In addition, there will be a structured and media plan to boost the dissemination of information to individuals who are likely to see services from the New City Home Care. In this plan, home care promotions and marketing messages will communicate through certain selected forms of media that are accessible by the target audience (Kennedy, 2011).
Further, professionals in the areas of marketing, advertisement and publication will be involved in ensuring the effectiveness of message delivery through media platforms such as newspapers, radio, television, mobile phones, the internet and social media among others. The delivery of consistent messages and information regarding a brand of service by an organization becomes efficient and more effective through the involvement of a system of integrated marketing communication ( Wolper, 2004). To that extent, the organization acquires the ability to establish its brand and services in the minds and perceptions of the potential customer across its target market.
Outbound Marketing Campaign
This strategy will be used by the New City Home Care to assist in sending information and attracting the attention of potential customers using campaigns that will actually go out into the regions occupied by the members of the Sunny Beach community. This kind strategy is often regarded as cumbersome and tedious but the focus should be directed on the outcome ( Kennedy, 2011). The following are some of the means through which outbound marketing campaign could be achieved:
Use of direct mail to reach the potential customers
Making outbound calls to potential customers
Advertisements through radio, print and TV media of communication
Campaign through public relations
Inbound Marketing Campaign
This strategy of the marketing campaign has become more common in various marketing initiatives adopted by various organisations. Inbound marketing will be designed with the aim of luring potential customers to the services offered by the New City Home Care through capitalizing on advancements in technology and the increasingly growing accessibility to the internet. In this case, the New City Home Care will work on enhancing its website before directing potential customers to it by effectively placing ads and other relevant information on social media sites with considerable popularities. Wolper (2004) observes that this kind of strategic approach is more subtle in practice when compared to the inbound marketing campaign. This type of approach is much more subtle than outbound marketing in practice. This strategy will be achieved through the following ways:
Marketing campaigns through emails
Using SEO and web content in making contacts via website
Placements on social media
Interactions through on-site platforms
Marketing Campaign Evaluation
Several ways and techniques will be employed in the evaluation of the effectiveness of the marketing campaign strategy employed by a marketing campaign. One of these ways will involve starting by the channels that are intended to be tracked through the process of campaign evaluation. In this regard, the success of the communication and the information disseminated will be evaluated by dividing the traffic derived the marketing campaign and what they entail into groups that are typically known as channels ( Kennedy, 2011). The following classifications can be achieved:
Direct – This includes the potential customers that will learn of the services offered by New City Home Care through direct means without necessarily being directed or referred by other parties. This category will include customers who have accessed the web address of the home care probably on a newspaper advert and followed it to obtain more information about the services being offered.
Referral – This group will include potential customers who obtain referrals or directions from third parties to access information about the services offered by New City Home Care. In this regard, the third parties will be issued with things like referral bonuses as well as links to their individual websites among others.
Potential impact of the expanded facility
The expansion of the for New City Home Care facility will no doubt result in patient satisfaction within Sunny Beach and surrounding communities as well as the acquisition of a new share in the market. Moreover, there will be the provision of significant insights into enhanced developments concerning the health care industry due to various external forces. Leone (2012) indicates strategies employed in the expansion of health care facilities are usually subjected certain external factors such as regulation and policy requirements, demographic and economic trends as well as advancement in health technology among others. The development of a new market share by the expansion of this facility will be achieved through the demonstration of an enhanced quality of care, increased patient satisfaction, and expansion of lines of service as well as broadening of referral streams.
Building rapport within Sunny Beach and surrounding communities
Some of the ways through which the New City Home Care will be possible build rapport include:
Learning the effecting ways of communication with the surrounding communities
Embracing the cultural diversity within Sunny Beach and surrounding communities in the provision of their services
Tailoring the services to match the expectation of the people living within Sunny Beach and surrounding communities
Understanding the social and economic dynamics of the areas as considerations in their approach towards service provision
How the New City Home Care will benefit from research into the community
The New City Home Care will certainly benefit from the on-going research within Sunny Beach and surrounding communities in a manner that will enable it to be more competitive and well connected. In this context, there are critical concepts that have to be considered such as the ability to monitor and evaluate the nature of changing demographics as well as the growth of the health care sector within the communities under consideration.
As the society grows, the number of individuals with the surrounding communities continues to increase. These results in the evolution of a more diverse population whose health care needs are more likely to affect the operation of the New City Home Care in a profound manner (Leone, 2012).
Thus, the outcomes of the on-going research will play an important role in equipping this health care facility with the necessary information on how to position itself appropriately in the new market. Furthermore, the health care facility will be able to obtain very vital information concerning the changing demographic trends as well as the social dynamics in relation to the need for health care services. As such, New City Home Care will be better placed to come up with effective strategies for addressing the concerns of the health care sector within Sunny Beach and adjacent communities ( Thomas, 2008).
In summing up, the research and analysis of the changing community around Sunny Beach will be a great assistance to the leadership and management of the New City Home Care. To that end, these health care providers appropriately expand their services to meet the expectations of their patients as well as the new market share that continues to develop.
References
Kennedy, D. S. (2011). The ultimate marketing plan: Target your audience! get out your message! build your brand! . Avon, Mass: Adams Business.
Leone, F. H. (2012). Marketing healthcare services to employers: Strategies and tactics . Santa Barbara, California: Sea Hill Press Inc.
Thomas, R. K. (2008). Health services marketing: A practitioner's guide . New York: Springer.
Wolper, L. F. (2004). Health care administration: Planning, implementing and managing organized delivery systems . Sudbury, MA: Jones and Bartlett Publishers.
