scholarly journals Personal selling in health and medicine: using sales agents to engage audiences

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health Services ◽  
Public Relations ◽  
Critical Role ◽  
Healthcare Providers ◽  
Personal Selling ◽  
Sales Force ◽  
Marketing Communications ◽  
Medical Institutions ◽  
Services Industry ◽  
Sales Agents

Abstract Background Personal selling—the use of sales agents to personally deliver messages to target audiences—is often not the first conveyance pathway that comes to mind when thinking about marketing communications in the health services industry. This is not surprising given that sales force roles are not as public and prominent as other promotional avenues, such as advertising and public relations. Further, the titles held by those in sales-oriented roles in the health services industry are usually more discreet, carrying designations such as community liaison, business development officer, and the like. Regardless of title, sales roles involve personally interacting with desired audiences to compel some sort of action, adding a vital form of communication that bolsters engagement opportunities. Discussion Personal selling plays a critical role in the promotion of health services organizations. Perhaps most obviously, it is distinguished from its counterparts in the marketing communications mix by its use of people to deliver messages to desired audiences. Associated titles, duties, and expectations vary widely between and among those healthcare entities which make use of personal selling, as there is no pat formula for deployment within health services environments. To shed light on personal selling, this article presents an associated overview through the lens of Willis-Knighton Health System, sharing practical insights and experiences which can assist peer healthcare establishments in understanding, shaping, and honing sales roles within their own facilities. Conclusions Taking advantage of the utility afforded by direct, personal interactions with audiences, personal selling provides a helpful communications resource that better enables healthcare providers to connect proficiently with target markets. It supplements other forms of marketing communication, operating synergistically to help healthcare institutions achieve their conveyance goals. Prudent deployment of this unique marketing communications method affords health and medical institutions with a capable conveyance asset that can provide great assistance in achieving communicative ambitions.

scholarly journals Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Healthcare Providers ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Organizational Life ◽  
Healthcare Organizations ◽  
Initial Development ◽  
The People

Abstract Background When one thinks of opportunities to engage patients, the marketing communications mix often is the first thing that comes to mind. Its five components of advertising, personal selling, sales promotion, public relations, and direct marketing represent tried and true pathways for establishing productive dialogues with customers of healthcare institutions. But in formulating and deploying the marketing communications mix, health and medical establishments must not neglect foundational elements which play vital communicative roles, impacting the perspectives of patients and influencing associated patronage. Discussion Many things communicate on behalf of healthcare organizations, including the people employed by them, the places in which they deliver services, and the brands that represent them. As foundational elements of communication, these must be addressed prior to formulating the marketing communications mix, as they influence and impact an institution’s entire communicative potential. Their initial development, however, is just the beginning, as these elements must be managed and maintained continually over the course of organizational life. This article profiles foundational elements of communication and discusses their importance in healthcare marketing, generally, and marketing communications, specifically, providing useful insights for maximizing communicative synergies. Conclusions Given the importance of engaging current and prospective patients, healthcare establishments must take steps to ensure exceptional prowess in this area, with communicative skills and abilities being of paramount importance. Proficient deployment of the marketing communications mix is essential, but healthcare providers must also be certain to direct attention toward foundational elements, ensuring that given institutions realize their full communicative potential.

scholarly journals Sales promotion in health and medicine: using incentives to stimulate patient interest and attention

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health Services ◽  
Health System ◽  
Market Share ◽  
Healthcare Providers ◽  
Sales Promotion ◽  
Loyalty Programs ◽  
Marketing Communications ◽  
Patient Volume ◽  
Services Industry

Abstract Background Sales promotion—the use of incentives to encourage patronage—is a staple of marketing communications in the health services industry. Sales promotion applications commonly used by health services organizations include free samples, free trials, coupons, contests, and loyalty programs. These avenues engender goodwill, appreciation, and attentiveness; they also serve as small, but powerful promotional mechanisms by reminding recipients of healthcare institutions, compelling particular actions, encouraging repeat business, or prompting some related desirable in an effort to hasten exchange and bolster loyalty. Discussion Sales promotion offers myriad opportunities for healthcare providers to connect with audiences. While limited in their power to attract broad audiences when used in isolation, sales promotion avenues used in tandem with other marketing communications create helpful engagement synergies which amplify conveyance initiatives. This article presents an overview of sales promotion and notably shares deployment insights and experiences from Willis-Knighton Health System, permitting peer healthcare establishments to view associated pathways, reflect on their own sales promotion efforts, and potentially bolster initiatives with the perspectives supplied herein. Conclusions Sales promotion offers healthcare providers a complementary communications avenue, helping to reinforce other elements of the marketing communications mix, affording opportunities to develop better connections with patients. In formulating associated communication plans, health and medical establishments should be reminded of the benefits offered by sales promotion and especially strive to effect creative applications that build interest and attention. By doing so, opportunities to bolster patient volume and increase all-important market share abound.

scholarly journals Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health Services Research ◽  
Health Services ◽  
Public Relations ◽  
Health System ◽  
Sales Promotion ◽  
Global Perspective ◽  
Marketing Communications ◽  
Services Research ◽  
Special Supplement ◽  
Big Picture

Abstract Background Willis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications. Discussion As an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives. Conclusions Health and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.

The Park Hotels: Designing Communications

2013 ◽  
Vol 17 (02) ◽  
pp. 199-224 ◽  
Author(s):  
Seema Gupta ◽  
J. Ramachandran
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Personal Selling ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Personalized Service ◽  
Boutique Hotel ◽  
The Rich

The case describes how Priya Paul, the Chairperson of The Park Hotel (TPH), and her team created a uniquely Indian boutique hotel network — infusing each property with local ethos and a charming distinction, emphasizing intimate and personalized service, and positioning each hotel as an entertainment destination for customers. The case invites students to consider the communication choices open to the TPH management in 2010 as they cope with growing competition from the entry of international majors (Hyatt, Starwood Hotels and JW Marriott) and the expansion plans of domestic giants (The Taj, Oberoi and ITC Welcomgroup) while seeking to retain the distinctiveness and individuality of each of the properties in the network. The case describes the communication strategy adopted by TPH and elaborates on the various channels of communication used such as personal selling, advertising, public relations, and social media. The rich exhibits of the case allow for analysis of creative as well as media strategy. The case will enable participants to understand the challenges in integrating the different elements of marketing communications and the challenges in communicating experiences as opposed to products or services.

scholarly journals ДА ЛИ СУ МАРКЕТИНШКЕ КОМУНИКАЦИЈЕ РЕЛЕВАНТНЕ ЗА КУПОПРОДАЈНЕ ПРЕГОВОРЕ?

TEME ◽  
2019 ◽  
pp. 511
Author(s):  
Slobodan Brezak ◽  
Tamara Vlastelica ◽  
Slavica Cicvarić Kostić
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Negotiation Process ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Negotiation Strategies ◽  
Top Executives ◽  
Definition Of ◽  
The Impact

This paper explores the relevance of marketing communications for buyer-seller negotiations. Although a broad body of knowledge has been developed around marketing communications concept evolution, as well its relevance for all types of organizations, for awareness, knowledge, attitudes and behaviour of consumers, or generally, for managing relationships, a little attention has been devoted to revealing MC contribution to some other business related fields, such as negotiation process. The empirical research presented in the paper confirms the scope and intensity of the impact of MC tools (advertising, sales promotion, personal selling, direct marketing, public relations and publicity, communication aspects of products/services and prices, word of mouth and digital marketing) on preparation for negotiation process: the definition of a zone of possible agreement, the best alternative to negotiated agreement, and the determination of negotiation strategies. The survey was conducted with online based questionnaire with 108 top executives of companies from different industries, in different countries.

scholarly journals Information Technology as Tools of Public Relations Inform in Health Services

2017 ◽  
Vol 2 (4) ◽  
pp. 96
Author(s):  
Tanti Hermawati ◽  
Prahastiwi Utari
Keyword(s):  
Health Services ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotions ◽  
Private Hospitals ◽  
Public And Private ◽  
The Public ◽  
Public And Private Hospitals ◽  
Marketing Methods

Internet usage in Indonesia has jumped from just 2 million in 2000 to 45 million in 2011. The use of communication technology has impacted on all aspects of life in Indonesia, including the marketing of medical services by public and private hospitals. This paper reports on a survey ofthree private hospitals in Surakarta, Indonesia, that have usedfive types of marketing communications including: advertising, personal selling, sales promotions, public relations and direct marketing. One of direct marketing methods used is internet marketing with the development of hospital website. This paper describes ICT used by RSU PKU Muhammadiyah Delanggu in informing the public of its health services.

scholarly journals STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

2021 ◽  
Vol 4 (1) ◽  
pp. 117-130
Author(s):  
Jihan Indah Sari ◽  
Joko Susilo
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Corporate Identity ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Defensive Strategy ◽  
Point Of Sale ◽  
The Impact

Covid-19 Pandemic  affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped  and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is  to describe the  defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt  to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.

scholarly journals Penerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen

2021 ◽  
Vol 2 (1) ◽  
pp. 1-12
Author(s):  
Rima Rizki Syahputri ◽  
Nuri Aslami
Keyword(s):  
Public Relations ◽  
Brand Image ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Market Potential ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Product Image

In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase. Keywords: Marketing, Marketing Communication, Purchasing

scholarly journals Public relations in health and medicine: using publicity and other unpaid promotional methods to engage audiences

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health Services ◽  
Public Relations ◽  
Market Share ◽  
News Media ◽  
Marketing Communications ◽  
Press Releases ◽  
Transmission Control ◽  
The Public ◽  
Medical Facilities ◽  
Media Firms

Abstract Background Public relations—a marketing communications method involving the use of publicity and other unpaid promotional methods to deliver messages—historically has served as the communicative workhorse of the health services industry, representing the predominant pathway over many decades by which health and medical facilities conveyed stories to the public. While other components of the marketing communications mix, perhaps most notably that of advertising, have now captured a significant portion of interest, attention, and use by healthcare establishments, public relations remains a valuable communicative avenue when deployed properly. Discussion As an unpaid method of promotion, public relations is uniquely positioned among its counterparts in the marketing communications mix which require direct expenditures to reach audiences. Typically effected by preparing and submitting press releases to news media firms in hopes that they, in turn, will present given stories to their audiences, limitations are somewhat obvious as transmission control rests with external entities. But overcoming limitations is possible with prudent strategies. This article presents Willis-Knighton Health System’s associated strategies, along with a range of public relations insights from decades of deployment experience. Conclusions Prudently deployed and led by guiding strategies, public relations offers health and medical organizations opportunities to engage audiences in an efficient and highly credible manner. Courtesy of its unique properties, public relations capably can complement other marketing communications, operating synergistically to help healthcare institutions achieve their conveyance goals, fostering exchange and bolstering market share. Careful operationalization of this marketing communications avenue can help healthcare establishments realize their full communicative potential.

scholarly journals Integrated marketing communications: a strategic priority in health and medicine

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The People ◽  
Communicative Success ◽  
Mixed Blessing

Abstract Background Healthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. But other prominent communicators also exist, including the people employed by healthcare institutions, the places in which services are delivered, and the brands that represent given establishments. This wide variety of communicative mechanisms is somewhat of a mixed blessing, affording myriad options, but also necessitating extra care and attention in developing associated marketing communications. Discussion Now more than ever, health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. The marketing communications mix, once somewhat limited due to industry tradition, is now fully accessible and widely used in the health services industry, providing immense opportunities to connect with patients. Options for signage, building designs, servicescape amenities, employee uniforms, and the like also are teeming, providing myriad avenues for making positive impressions. But burgeoning options while beneficial also intensify obligations for ensuring that marketing communications are properly integrated, with this particular article describing this imperative need and its implications for communicative success in the healthcare industry. Conclusions By integrating marketing communications, health and medical providers are able to create synergies between and among selected conveyance mechanisms, amplifying performance and increasing the likelihood of reaching communicative goals. Achieving such cohesion requires devoted planning in an effort to coordinate verbal and visual manifestations to express desired imagery and appeals to target audiences. As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority.

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