University Public Health: Media Assessment and Marketing Strategies

This report provides an in-depth analysis of media assessment within the healthcare industry, focusing on marketing strategies. It examines the differences between image and service marketing, exploring promotional techniques used in print and electronic media, including newspapers, magazines, radio, television, and social media. The report assesses the 'product' being marketed, media placement, target markets, and the ultimate objectives of promotional pieces, such as improving image, attracting new business, and increasing sales volume. The study utilizes research to explain how healthcare organizations promote their services. The report aims to enhance the awareness of management about the types of media directed in the healthcare industry. The apparent target market for the heath care organizations includes Lower middle class to upper middle class population of the society. The ultimate objective of the health care organizations includes improving the reputation of the organization, attracting new business and enhancing sales volume.

Running head: PLANNING AND MARKETING IN PUBLIC HEALTH
Planning and marketing in public health
Name of the Student
Name of the University
Author Note

1PLANNING AND MARKETING IN PUBLIC HEALTH
The purpose of this report is to enhance the awareness of the management of healthcare
organizations about the types of directed in the healthcare industry. In this era of technology, a
good number of promotional strategies have been used by healthcare organizations in order to
promote their services (Ippolito, 2017). Two of the chief categories of marketing include image
marketing and service marketing. Image marketing can be defined as the process by which can
health care organization promotes its business through lucrative images of its services or
products. Two chief promotional techniques associated with image marketing include newspaper
and magazines (Richardson, Ganz & Vallone, 2015). Image marketing helps the management of
the healthcare organizations to provide a glimpse of the services and thus a clear idea of the same
to the consumers. Free Standing inserts or FSIs, newspaper inserts, brochures are some of the
effective manage marketing tools used by healthcare organizations to promote their business and
enhance the awareness of the consumers about the existence and services offered by the
healthcare organizations. The location of the advertisement in the news paper or the frequency of
announcement of the service depends on the amount invested by the organizations for
promotional purpose (Babor, Robaina & Jernigan, 2015).
According to researchers, the health care industry refers to an aggregation as well as
integration of sectors contained by the economic system that provides goods as well as services
for treating heath care service users with preventive, curative, rehabilitative as well as palliative
care. Thus the healthcare organizations need to advertise both products and services to the
consumers. In this era of technological advancement promotion of product or services through
internet, especially through social media platforms, can be considered to be one of the most
cheap yet effective strategies since organizations develops the capability to reach to a enhanced
number of people within a highly limited time (Barry et al., 2016). The apparent target market

2PLANNING AND MARKETING IN PUBLIC HEALTH
for the heath care organizations includes Lower middle class to upper middle class population of
the society. The ultimate objective of the health care organizations includes improving the
reputation of the organization, attracting new business and enhancing sales volume.

3PLANNING AND MARKETING IN PUBLIC HEALTH
Reference list
Babor, T. F., Robaina, K., & Jernigan, D. (2015). The influence of industry actions on the
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Barry, A. E., Bates, A. M., Olusanya, O., Vinal, C. E., Martin, E., Peoples, J. E., ... & Montano,
J. R. (2016). Alcohol marketing on Twitter and Instagram: Evidence of directly
advertising to youth/adolescents. Alcohol and Alcoholism, 51(4), 487-492.
Ippolito, P. M. (2017). Advertising nutrition & health: evidence from food advertising, 1977-
1997. DIANE Publishing.
Richardson, A., Ganz, O., & Vallone, D. (2015). Tobacco on the web: surveillance and
characterisation of online tobacco and e-cigarette advertising. Tobacco control, 24(4),
341-347.