When it comes to marketing, different tactics are used to market products and services. Marketing a good is not the same as marketing a service because services are intangible and often inseparable from the provider (Greechie, 2019). For this reason, the company's brand image is essential, particularly when advertising a service. However, there needs to be a strategic plan, which guides the company on how to market the product or service. In healthcare organizations, particularly, the key to effective strategic planning for advertisement encompasses elements such as company mission and vision, environment that the business is in, and critical issues that the firm faces (Zuckerman, 2012). In 2018, one of the most advertised medical products was the allergy relief drug called Fexofenadine, which is known by the trade name Allegra (Mahatme et al.,2018). Since it was approved for over the counter sales in the United States, the drug has rigorously been advertised in televisions. Such adverts often come during the day, often appearing two to three times.
A company called Sorafi Aventis produces Fexofenadine, and the drug, whose primary functions are to offer relief from allergic rhinitis reactions, mostly targets the adult population (Mahatme et al.,2018). The components making the drug are strong, which is why the advertisements focus on adults. There are several motives for rigorous advertising. First, the advertisement aims to improve the image of the drug as well as the company. In addition to that, such advertising hopes to increase sales for the drug by attracting new customers. For individuals who like watching television, the Fexofenadine advert must have popped up during such times. Therefore, those who may not have used the drug will familiarize themselves with it and possibly purchase the next time they have an unfortunate allergic reaction.
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References
Greechie, S. (2019). Is Service Marketing Different from Product Marketing? Retrieved From Https://Smallbusiness.Chron.Com/Service-Marketing-Different-Product-Marketing- 3309.Html
Mahatme, M. S., Dakhale, G. N., Tadke, K., Hiware, S. K., Dudhgaonkar, S. D., & Wankhede, S. (2018). Comparison of Efficacy, Safety, And Cost-Effectiveness of Montelukast- Levocetirizine And Montelukast-Fexofenadine in Patients of Allergic Rhinitis: A Randomized, Double-Blind Clinical Trial. Indian Journal of Pharmacology , 48 (6), 649.
Zuckerman, A. M. (2012). Healthcare Strategic Planning . Third Edition, Health Administration Press.
