Analyzing Marketing Communication Plan for British Health Foundation

The assignment analyzes the marketing communication plan for the British Health Foundation (BHF), focusing on the application of the DRIP model (Differentiate, Inform, Persuade) to enhance communication with stakeholders. It details how BHF plans to differentiate itself through free heart check-ups and online fundraising platforms. The report emphasizes the importance of effective communication channels, particularly the BHF website, and the need to inform stakeholders about services. The 'P' (Persuade) stage involves surveys and emergency contact information to build trust, and the 'R' (Reinforcement) phase includes the strategic use of slogans and audience mapping to target patients, donors, and corporate entities. The assignment emphasizes the importance of audience mapping to identify and prioritize target groups, including patients, charities, and corporate businesses. The report also highlights the need to monitor donation responses and gather feedback to refine the communication plan.

The effective communication channel for British Health Foundation in order to
conduct the promotional activities must be their official websites. As the
organisations already owns the domain, the advertising and other promotional
process for establishing effective communication with the stakeholders will be the
perfect measure. As per Thackeray et al. (2012, p.3), most of the people rely on
internet based contents these days and in case of opting health care service, the
service users wish to avail the services faster than anything. For this reason, both
the stakeholders and service users must be informed regarding every detail of their
operations.
Part 2 – Communication Plan
In order to carry out the communication plan, the communication model of DRIP can be utilised. According to
Berkowitz (2010, p.32), DRIP model aims to focus on designing the advertising message that will be put in the
communication channel. In D or Differentiation stage, British Health Foundation will differentiate its message by
comparing it with the other existing service providers of the similar domain. In this case, the organisation will share
the message that they will provide free heart check up by conducting door-to-door service. Along with this, in order
to raise the fund, the organisation will let every donor avail the facility of creating their own page under the domain
of BHF through which they will be able to let the world know about their contribution is enriching the service quality
of the organisation.

In the next level, that is the Reinforcement, British Health Foundation will
demonstrate the experience of treating the heart patients. The experience will
be shared using a slogan that will be integrated with the brand logo. They
may alter their existing slogan that is ‘Fight for Every Heartbeat’ with
something more connecting with their stakeholders. For instance, BHF can
use a slogan such as ‘Let every heart beat’. This message will make the
stakeholders understand that their involvement and financial contribution is
immensely necessary for combating the heart disease.
‘I’ stands for Inform and as the name suggests, in this section
the organisation needs to deliver the message and reform their
website in order to communicate with the stakeholders with a
fresh approach. Lastly ‘P’ stands for persuade and following
this stage, BHF needs to persuade their stakeholders regarding
the utility of availing their services. The persuasion process
must be followed by conducting a survey by going door-to door
based on the demographically and geographically segmented
market. Providing an emergency contact number will assure
both the service users and donors will help in strengthening

According to Leonard et al. (2004, p.87), the process of audience mapping should focus on prioritising
those who are relevant as well as willing to take part in the marketing programmes. In order to identify
the target audience, BHF will carry out an audience mapping process and segregate them in patient
groups, charities, long-term donors, corporate business organisations, and think tanks. Partners,
beneficiaries, detractors, influencers and power brokers are the audience who will be the potential
customer who will be targeted in executing the communication plan. In order to record the responses
the donation participants will be monitored carefully. Apart from this, the benefits the audiences have
achieved through the communication plan must also be recorded by delivering a feedback form to
them.