Diabetes Awareness: Examining HPB's Campaign & Future Strategies

This report examines the Health Promotion Board's (HPB) Diabetes Be a-ware Campaign, an initiative focused on raising awareness of Type 2 diabetes in Singapore. The report assesses the campaign's marketing mix elements (Product, Promotion, Price, Place) and provides recommendations for improvement, such as incorporating tangible products, leveraging digital platforms for promotion, adjusting pricing strategies for affordability, and strategically placing exhibitions near hospitals. Additionally, a SWOT analysis is prepared for HPB's future campaigns, highlighting strengths like government funding and evidence-based health information, weaknesses like limited technology use, opportunities such as collaboration with private sectors, and threats including changing health trends. The overall goal is to enhance HPB's effectiveness in promoting healthy living and combating diabetes in Singapore.

RUNNING HEAD: HPB’s Diabetes Be a-ware Campaign
HPB’s Diabetes Be a-ware Campaign

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HPB’s Diabetes Be a-ware Campaign
Table of Contents
Examining the HPB’s Diabetes Be a-ware Campaign and assessing its marketing mix element...3
HPB’s Diabetes Be a-ware Campaign.........................................................................................3
4 Ps or marketing mix of HPB’s Diabetes Be a-ware Campaign................................................4
Recommendations........................................................................................................................5
Preparing a SWOT analysis for HPB’s future campaigns in Singapore.........................................7
Health Promotion Board..............................................................................................................7
SWOT analysis for HPB’s future campaigns..............................................................................7
Strengths...................................................................................................................................7
Weaknesses..............................................................................................................................8
Opportunities............................................................................................................................9
Threats....................................................................................................................................10
Reference List................................................................................................................................11

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HPB’s Diabetes Be a-ware Campaign
Examining the HPB’s Diabetes Be a-ware Campaign and assessing its
marketing mix element
HPB’s Diabetes Be a-ware Campaign
Diabetes Be a-ware Campaign is an initiative of organizing and education campaign
taken by Health Promotion Board for promoting the awareness of Diabetes, particularly focusing
of Type 2 diabetes. As mentioned by Zinmanet al. (2015), the occurrence of Type 2 diabetes can
result as severe consequences such as lower limb amputations, blindness, heart strokes, kidney
failure etc. The fighting with these severe outcomes of Type 2 diabetes also creates psycho-
misery for patients and their family members. Type 2 diabetes is considered as more common
form of diabetes as the data of WHO shows that more than 180 million people around the world
have Type 2 diabetes and the number is estimated to be doubled by 2030. According to
Inzucchiet al., (2015) Type 2 diabetes is associated with obesity and occurs mainly in older
adults.
Diabetes is considered as the 7th leading cause of death in Singapore in the year of 2006
and that accounts for 3.3% of all deaths. The National Health Survey has provided interesting
data in the survey of 2004. It was found that the diabetes prevalence has increases sharply with
age.
Diabetes Be aware Campaign is planned to be organised from June 2008 to November
2008 (Health Promotion Board, 2019). The campaign will emphasise on the seriousness of
diabetes and importance of diabetes screening. It is planned to kick off the campaign on the
evening of 7 June 2008 at the Tropic Atrium, Suntec City Mall.
This campaign includes the step of Integrated Screening Programme. As per the view of
Martínez-Gonzálezet al. (2014), Integrated Screening Programme plays very important role for
early detection of chronic disease that includes diabetes.
The Integrated Screening Programme is a nation-wide screening programme. The aim of
the Integrated Screening Programme is to encourage people of Singapore aged 40 and above and
have not previously diagnosed with a chronic disease. The Integrated Screening Programme will
cover activities such as BMI screening, diabetes, hypertension, cervical cancer and lipid

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HPB’s Diabetes Be a-ware Campaign
disorders. The eligible people of Singapore will receive a letter from Health Promotion Board
under the Integrated Screening Programme.
4 Ps or marketing mix of HPB’s Diabetes Be a-ware Campaign
As per the view of Kotleret al. (2015), the marketing plays significant role in success of
any activities. The factors affecting the marketing are also known as marketing mix. Generally,
marketing mix includes 4 Ps that are Price, Product, Place and Promotion. It is essential to
consider these 4 Ps of marketing to ensure the better marketing strategy. The proper
consideration and analysis of these 4 Ps prior to the development of marketing strategies helps in
developing the most appropriate strategy.
Product – According to Armstronget al. (2015), the product or service is the most
essential part of the marketing. The whole marketing centres on the products been planned to be
marketed. Thus, the other elements of the marketing is dependent on the products or services.
The service of the HPB’s Diabetes Be a-ware Campaign is an education to people about the Type
2 Diabetes. It will include the Integrated Screening Programme for eligible people of Singapore.
Thus, the service of HPB’s Diabetes Be a-ware Campaign is intangible, as both education and
Integrated Screening Programme are not tangible in nature.
Promotion – As per the view of Londhe (2014), promotion is very essential for
marketing in the contemporary competitive market. The promotion helps in attracting people and
making them aware of the products or services. The promotion is significantly important for
HPB’s Diabetes Be a-ware Campaign, as it is essential that people know about the initiative and
benefited. The promotion is important for both Health Promotion Board and People in the
Diabetes Be a-ware Campaign. It will help the Health Promotion Board to educate more people
by attracting them through promotions. On the other hand, promotion will help the people
suffering from diabetes to get informed about the Diabetes Be a-ware Campaign and be
benefited. Hence, promotion plays important role for both Health Promotion Board and Diabetic
people.
The Health Promotion Board has given the priority to the promotion. To promote the
Diabetes Be a-ware Campaign the Health Promotion Board has planned a grand launching of the
campaign. The Senior Parliamentary Secretary has to be selected as Guest-of-Honour for the
launch of the Diabetes Be a-ware Campaign. The launching is planned to take place at the

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HPB’s Diabetes Be a-ware Campaign
Tropics Atrium, Suntec City Mall. In addition, the Fountain of Wealth that is the centre of
attraction will also be light up in blue light, the reason for lighting the fountain is blue is that it is
the international colour of hope for diabetes.
Apart from the grand launching of Diabetes Be a-ware Campaign, the promotion will be
extended and interactive exhibitions and other activities or programmes will be organised
throughout the campaign for the promotion. Further Health Promotion Board has developed
source material in both online and print format for those public who want to know about the
diabetes. The distribution of these source materials also helps in promoting the products.
Price – As stated by Khan (2014), the price of the products or services plays crucial role
in convincing people. Thus, the price helps in determining the decision-making of people.
Therefore, it gets important to assure appropriate pricing strategies in the marketing. The Health
Promotion Board has made the pricing as $8.00 for the blood test for screening diabetes and lipid
disorders and $10.00 for Pap smear to screen for cervical cancer.
Place – As mentioned by Gregory, (2015) the placing of the product requires lots of
experience and market expertise. The place refers to the distribution of products or services. The
nature of the products or services determines the placing or distribution. The Health Promotion
Board has use the exhibition at five different locations island-wide. In addition, the Health
Promotion Board has decided to send a letter to eligible people of Singapore on the importance
of appropriate health screening and an invitation for attending the screening.
Recommendations
Undoubtedly, the Health Promotion Board has planned well-organised Diabetes Be a-
ware Campaign. The campaign includes consideration of all the important aspects that are
essential for the success of the campaign. However, in view of the assessed 4 Ps of the marketing
mix certain improvement is required for improving the campaign message. Firstly, the Health
Promotion Board needs to make certain changes in the services been provided. The campaign
needs to provide the tangible products in the campaign. The tangibility of the products in the
campaign will make people feel more associated with the campaign. The Health Promotion
Board should include certain health kits or other products that are tangible for people. The health
kits is primarily suggested along with the education and screening. The next suggestion is to
promote the campaign through digital platform. The Health Promotion Boards is suggested to

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HPB’s Diabetes Be a-ware Campaign
use the technology in the promotion and use Television, Newspaper and other media including
the internet media for the promotion of the campaign. The use of online social network is
suggested in this context, as it will help in reaching the campaign to more audience. The reason
for selecting the online social network for promotion is the extensive use of the online social
networking by audience. As mentioned by Tiago& Veríssimo (2014), the online social network
has become an important platform for the promotion of the products. The people spends lots of
time on the social networking and use it as the sources of information.
The Health Promotion Board is also suggested to make changes in the price strategy. The
Health Promotion Board is undoubtedly providing the services at cheap cost. However, it is
important to make changes in the pricing. The Health Promotion Board require focusing on the
fact that everyone is affordable of the services. Thus, for ensuring that everyone can afford the
services, certain subsidies or if possible even free services should be provided to certain people.
Lastly, it is suggested for the Health Promotion Board to use the appropriate medium for placing
the products or services. Instead of using the exhibition at five different locations island-wide, it
is suggested to do the exhibition in places near to Hospitals or if possible in the Hospital. This
will help in reaching the concerned people for the campaigns. The exhibition near the Hospital or
in the Hospital will help in direct awareness to the diabetic people.

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HPB’s Diabetes Be a-ware Campaign
Preparing a SWOT analysis for HPB’s future campaigns in Singapore
Health Promotion Board
HPB is a government organization that was established in the year of 2001. The Health
Promotion Board is committed to promote healthy living in Singapore. The Health Promotion
Board is a credible and authoritative source of evidence-based health information. The aim of the
Health Promotion Board is empowering the people of Singapore with skills and knowledge for
taking ownership of their health (Health Promotion Board, 2019). It organises wide range of
health promotions and disease prevention programmes. It also emphasises on working with the
community for initiating new programmes in order to address their health concerns. It is the
belief of the Health Promotion Board that a goal of being a healthy nation can be achieved by
building meaningful partnerships. It is aimed to enable people of Singapore to have the access to
the people who want to live healthy by 2020 through the Healthy Living Master Plan.
SWOT analysis for HPB’s future campaigns
Strengths
Government Fund – The primary strength of the Health Promotion Board is the
government funding. The Health Promotion Board have less chance of facing the shortage of
funding, as government of Singapore have better financial condition. In other words, unlike
Private companies the funding from government is less likely to be facing a shortage. In
addition, the Health Promotion Board does not have a motive of making profit as compared to
Private organizations. As mentioned by Kim& Van Ryzin (2014), the government funding
centres on providing the benefits to people instead of making profits.
Mission, Vision and Goals – As per the view of Gurleyet al. (2015), mission and vision
statements provide many advantages. It helps in developing and implementing better strategies
for the organization. In case of Health Promotion Board, the organization has clearly mentioned
its mission, vision and core values (Health Promotion Board, 2019). It helps the organization in
better administration and management. Thus, it is one of the strengths of the Health Promotion
Board.

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HPB’s Diabetes Be a-ware Campaign
Future Planning – The Health Promotion Board is well aware of its future aims and
objectives. It clearly mentions to enable people of Singapore to have access to healthy living at
the doorstep of every home by 2020 through the Healthy Living Master Plan. Thus, the
organization have a plan for future. As per the view of Sayles (2017), the future planning and
aims helps better organizational development.
Evidence based health information – Among the various strengths of Health Promotion
Board, the most significant is the evidence based health information. The Health Promotion
Board being a government organization have an easy accessibility health information. Thus, the
organization develops its programmes with evidence based health information. It helps the
organization in ensuring to develop the effective health programmes based on the gathered health
information.
Weaknesses
Lack of use of technology – One of the weaknesses of the Health Promotion Board is the
lack of use of technology. The organization has not yet focused much on using the advanced
technologies. The use of advanced technologies can provide many benefits and enhance the
effectiveness of the programmes initiated by the organization. As mentioned by Cascio&
Montealegre (2016), the technological advancement has made the work easier. It helps in better
storing and distribution of information. The use of technology can benefit in proper identification
of problems.
Lack of Marketing and Promotion – The other weakness of Health Promotion Board is
the lack of marketing and promotion. The Health Promotion Board seems to be less focused on
the marketing and promotion of the organization. Health Promotion Board plans to develop
promotional activities for the campaigns the example is Diabetes Be a-ware Campaign.
Undoubtedly, some serious promotional activities are planned for the Diabetes Be a-ware
Campaign. However, there is hardly and promotional activities for the promotion of the
organization. Thus, no promotional or marketing initiatives for promoting or marketing the
Diabetes Be a-ware Campaign has been initiated. As opined by Kotleret al. (2015), the
marketing and promotion plays very significant role in brand awareness. Hence, better marketing
and promotional activities help the organization to reach its target audiences. It helps in

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HPB’s Diabetes Be a-ware Campaign
informing audiences about the activities and initiatives of the organization. It plays a crucial role
in attracting audiences towards the organization. Therefore, it is significantly important for the
Health Promotion Board to develop appropriate marketing and promotional activities for the
organization. It will help in gathering more attention from the audiences and that will eventually
benefit the organization in achieving its goals and objectives.
Political ambitions – The other weakness of the Health Promotion Board is that the
Government of Singapore governs it. As opined by Blowers (2017), the political powers never
remains stagnant. Many factors influence the decisions of the government. The change in
decision of Government is prevalent with the change in governing power. Thus, with the new
government in the power the chances of changing the decisions of previous Government is
highly prevalent. Hence, the risk of change in political ambitions is one of the weaknesses of
Health Promotion Board.
Opportunities
Partnership – The Health Promotion Board have certain opportunities that can help in
enhancing the effectiveness of the organization. The most important and beneficiary opportunity
for the Health Promotion Board is partnership. The Health Promotion Board have an opportunity
of establishing the partnership with other private organizations, workplace, hospitals and schools.
As per the view of Delmon (2017), The Public Private Partnership provides many benefits. It
helps in strengthening the organization and implement effective strategies. Thus, it is an
important opportunity for Health Promotion Board to establish partnership other private
organizations. In addition, the Health Promotion Board should make an attempt of making
partnership with schools, hospitals and workplace. It will help the Health Promotion Board to
achieve better success of its campaign. As mentioned by Gregory (2015), the campaigns get
more effective and develop more chances of success with the help of local organizations and
institution. It can help in reaching the target audiences more effectively and efficiently. For an
example, the partnership with Hospitals can help in reaching diabetic patients with ease in the
Diabetes Be a-ware Campaign. Similarly, the health campaigns such as one related to children
can be more successful from the partnership with Schools. It can make it easier for the Health
Promotion Board to reach its target audience that are children. Therefore, undoubtedly the
partnership is one of the important opportunities for the Health Promotion Board.

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HPB’s Diabetes Be a-ware Campaign
Using advance technology – The other opportunity for Health Promotion Board is the
use of advance technology. According to Jensenet al. (2015), the use of technology in the
organization helps in enhancing its performance. The use of technology not only make tasks
easier but also helps in completing in less time. The Health Promotion Board have this
opportunity of using the advance technologies. The Health Promotion Board for storing and
sharing information can use the technologies. It can help the Health Promotion Board in securely
storing the information that can be shared without any obstacles with other. Thus, the use of
technology can help the Health Promotion Board is secure and faster storing and sharing of
information. In addition, the Health Promotion Board can use the advance technologies in its
health campaign. As mentioned by Jensenet al. (2015), the advancement of technology has also
influenced the Health Sector. New and advance technologies are use actively in the health sector
that helps in enhancing the health benefits or services. The Health Promotion Board can use
advance technologies in its laboratories for screening and preparing pathological reports.
Threats
Political scenario – The most important threat for the Health Promotion Board is the
political scenario. The change in political scenario is very highly prevalent in any government.
The change in political scenario can affect the funding of the Health Promotion Board. The effect
on the funding of the organization can become very problematic. As opined by Gregory,
(2015) the fluctuations in the funding of the organization affects it operations. Thus, the political
scenario is the primary threat for the Health Promotion Board.
Lack of cooperation – The other threat for the Health Promotion Board is lack of
cooperation. The management undoubtedly plays an important role in the organization. As per
the view of Gregory, (2015) maintaining the cooperation and coordination is one of the
important roles of the management. The Health Promotion Board has a threat of facing the lack
of cooperation due to the managerial issues or other issues. The chances of lack of cooperation
with partners are also high. It is important to ensure better communication in order to develop
better cooperation. Thus, it is required for the Health Promotion Board to ensure better
communication for overcoming or minimizing the threat of lack of cooperation.

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