Integrated Marketing Communication Plan for 3D Systems Healthcare

This report presents an Integrated Marketing Communication (IMC) plan tailored for 3D Systems' Healthcare Technology Centre. The report begins with an executive summary and introduction highlighting the importance of an IMC plan for enhancing demand and achieving organizational goals. It covers a literature review, market segmentation analysis identifying key target audiences (hospitals, surgeons, and medical institutions), and marketing communication objectives (demand enhancement, brand awareness, and influencing purchases). The report then delves into the IMC tools (sales promotion, advertising, direct marketing, and physical selling) and creative advertising strategies (slogans, discounts, and product characteristics). A media plan is also included, emphasizing the use of online media, print advertising, and other platforms to increase brand awareness. The report provides a comprehensive overview of the IMC plan's development and implementation, aiming to boost the organization's market presence and consumer engagement.

Running Head: Advertising
3D Systems’ HealthCare technology centre
Advertising and Integrated marketing

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Executive Summary
Under this report, Integrated Marketing Communication plan will be discussed in relation to the
3D Systems' Healthcare technology Centre. The motive behind developing an IMC is to enhance
the demand for the new as well as existing products and services amongst the consumers. This
plan will be discussed in sections and the first section of the report will cover communication
objectives which are crucial from the point of view to develop the outline of the IMC plan.
Along with the communication objectives, IMC tools will also be analysed from the perspective
of the communication objectives. The next section of the report will cover the promotional and
advertisement strategies used for enhancing the effectiveness of the plan.

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Table of Contents
Introduction......................................................................................................................................3
Literature Review............................................................................................................................4
Market Segments.............................................................................................................................5
Marketing Communication Objectives............................................................................................6
IMC Tools........................................................................................................................................7
Creating Advertising Strategies.......................................................................................................8
Media Plan.......................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
For achievement of the targets and the goals set up by the management, a disciplinary model
needs to be selected and it should be capable enough to help the organization to put its efforts in
such a manner so that management’s expectations could be fulfilled. The idea of developing
Integrated Marketing Communication Plan is basically adopted from the analysis conducted by
American Association of Advertising Agencies and the effectiveness of this plan has also been
described in the same analysis. This plan helps the organization in the attainment of the goals
and the objectives expected with the introduction of the IMC plan and this also helps the
organization to put their effective effort in an appropriate manner so that optimum results could
be obtained. This model is capable enough to enhance the organization’s performance as this is
capable enough in extracting appropriate results amongst all faculties of the organization. The
major advantage of this model is that it helps the organization to develop their effective market
image through performing their crucial functionalities with very ease with minimizing the cost.
This model will enhance the effectiveness of the organization’s advertisement and promotional
campaign and with the effect of this; link between the customers will be built in relation to the
communication objectives. With the help of this model, organization is able to promote its
products and services amongst the consumers effectively and it leads to enhancement in the
goodwill of the organization in the consumer’s mind. In terms of conventional systems,
coordinated advertising system acts as the modern instrument for promoting and spreading
awareness in relation to the products. 3D System’s Healthcare Technology Centre offers various
products to its consumers such as 3D products and administrations outline system, printing
materials, etc. The following analysis will determine the requirement of Integrated Marketing

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Communication Plan in relation with the 3D System’s Healthcare Technology Centre. The
purpose of applications developed under this plan is to enhance the performance of system of the
organization are configured in accordance with the policies of the organization. Main
components of this institute are virtual surgical planning, printing of restorative, dental gadgets
and other surgical instruments. These all activities will be perfectly managed and regulated by
the new IMC plan.

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Literature Review
As per Sharma (2015), IMC Plan helps the organization to convey their messages to the audience
in regards to the administration of the organization, procedure, product's requirements, etc. in the
target market. Under this system, appropriate mediums are being used in relation to the
requirements of the organization. Such mediums are advancement, showcasing the unique
features of the organization’s products, making balance between offline as well as digital
mediums of promotion, etc. will be included in the IMC plan of the organization. This plan
promotes the management to convey their message in regards to the organization in the target
market in an effective manner. The Integrated Marketing Communication Plan could be used for
various purposes such as for promoting a newly launched product, for spreading awareness in the
public in relation with the modifications adopted by the organization in their working
procedures, etc. This helps the organization to attain its desired goals and the objectives in
relation to the business' requirements in accordance with the target market.

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Market Segments
As 3D System’s Healthcare Technology Centre’s activities are linked with the hospitals,
surgeons, etc. so, their target market will also be in the same industry. Their main concern will
be the hospitals, nursing homes of Sydney, medical institutes such as Royal Australian College
of Surgeons, etc. They will promote their advanced features in the target market in order to gain
adequate competitive advantage. Apart from this, organization also believes in employing
interested and talented people in the organization as this will enhance the performance of the
organization as well as it will also provide adequate income source to the unemployed people
(Arnold & Boggs, 2015). Following are the market segments which need to be fulfilled in order
to attain the organizational goals and the objectives in regards to the IMC plan:
Segment A  Married;
 Income group of $25,000 to $85,000;
 People with high school certificate or
higher;
 Women between 35-54;
 Sydney’s public.
Segment B  Age group of 16-24;
 Unmarried;
 People with high school certificate;
 People with income $15,000 or below;
 Sydney’s public.

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The aforesaid table shows the major target markets of the 3D System’s Healthcare Technology
Centre in regards to the IMC Plan (Moore, 2015).

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Marketing Communication Objectives
Marketing communication objectives define the purpose for the adaptation of the promotional
activities in relation to the certain project (Beach, 2014). In terms of 3D Systems’ Healthcare
Technology Centre, IMC plan has various objectives and those are as follows:
 Enhancement of demand: This objective can be fulfilled using adequate marketing
strategies. Spreading awareness in relation to the new product, services amongst the
target market is crucial in terms of increasing the demand for the newly launched
products and services. Developing a positive image in the customer’s mind is necessary
for enhancing the demand for the particular products and the services. Promotion of
particular product in the target market helps the consumers gather the required
information for the product as well as it also helps the organization to fulfil its marketing
objectives with the promotional campaign used (Belch, et. al., 2014).
 Brand Awareness: Creating brand awareness is necessary from both ends i.e. from the
end of customers as well as from organization. On the one side it helps the organization
to describe the available benefits of the brand and on the other side; it helps the
consumers to gain knowledge in relevance with the benefits of the newly launched
products in the target market. Under this marketing objective, organization may set a
mark which needs to be attained in the certain period of time for making the plan
effective and efficient (Blakeman, 2014).
 Influencing the purchase: This object defines the process of generating the will to
purchase the certain product in the customer’s mind. This could only be done with the

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help of above two objectives as well as through the unique promotional and
advertisement campaigns (Edsa, 2017).

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IMC Tools
IMC tools are the mediums through which goals and the objectives set by the management of the
organization could be easily attained and following are some of the IMC tools:
 Sales Promotion: Business entities use this concept in order to enhance the sales of the
organization through promoting newly launched products and services in the target
market. For promoting sales, various organizations use discount offers, attractive
schemes, etc. (Entrepreneur, 2017).
 Advertising: There are numbers of advertising sources available which could be used in
order to increase the brand awareness, product’s awareness, etc. in the target market.
With this medium, 3D Healthcare Technology Centre will be able to promote its products
and services in the target market (Garvey, 2014).
 Direct marketing: Direct marketing is the traditional technique of promoting the
organization and its products or services in the target market. This tool is generally used
when company is trying to enter the new market for the purpose of expansion or for fresh
start.
 Physical Selling: This method is treated as the most effective and result oriented tool in
terms of enhancement of the newly launched products in the target market. It helps the
organization to build and maintain the effective customer relations (Thorson & Moore,
2013). This technique provides the instant results to the company and it has been rated as
the most effective technique in terms of increasing the benefits of the IMC tools
(Ginsburg, et. al., 2017).

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