Marketing Communication Plan for Adriatic Healing: A Detailed Report

This report details an integrated marketing communications (IMC) plan developed for Adriatic Healing Limited, a UK-based company providing high-quality medical services and health tourism in Croatia. The plan outlines the company's background, marketing objectives (brand image, customer satisfaction, and sales volume), and target audience (middle-class individuals seeking affordable treatments and travel). Key motivations for the target audience include competitive pricing, personalized assistance, and the combination of healthcare and travel services. The IMC plan also defines marketing communication objectives (awareness, promotion, customer relationship, competition, and shaping attitudes) and strategies, including advertising, personal selling, and sales promotion. The report emphasizes the use of online promotional activities, personal contact with clients, and promotional activities such as discounts and service combinations to attract customers. The plan aims to increase brand awareness, customer satisfaction, and sales by effectively communicating the company's services to the target audience.

Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Integrated Marketing Communications Plan...............................................................................3
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Integrated marketing communication (IMC) refers to the marketing strategies which is
basically integration of various communication methods in order to create brand and promote the
products and services to the customers (Blakeman, 2018). It is considered to be an approach for
the marketers of the company who wants to create a unique brand experience for the customers.
It involves various marketing tools, techniques and plans in the form of integration in order to
maximize the profits. In order to promote the Adriatic Healing services study will be developing
a online marketing campaign which provides customised services to the users. In which company
understand the requirement of client and take information from them to preparing the best
medical treatment. Online campaign of the client aim is to develop awareness of Ah and health
tourism in Croatia and also identifies target audiences. Also the purpose of communication plan
is to approach the media channels in order to promote the new marketing campaign.
This report will produce an integrated marketing communications plan which includes
the details of target audience, communication plan, aims & objectives of communication plan
and tactics for attracting the customers. It will also involve contemporary practice and ways of
monitoring & measuring the success of marketing activities.
MAIN BODY
Integrated Marketing Communications Plan
Company Background
Adriatic Healing Limited Company is a company which is established in United
Kingdom. They try to connect with patients in order to provide them best quality services. This
company provides their customers high quality and private polyclinic services. Along with this,
Adriatic Healing Limited Company offers them a various range of medical services at the
competitive prices.
Marketing Objectives
Brand Image — Brand image is an important objective for the organization as it helps company
to stand different from its competitors. Along with this, it will also help company to create a
different image in the mind of customers for itself (Andrews and Shimp, 2017). Online
customized campaign can make brand differ from other competitors. The present online
campaign also enhance the company image at global level.

Customer Satisfaction — Customers are considered to be the core of the organization. Without
customers, Organization would not be able to run its business. Increase in customer satisfaction
will lead to strengthen the customer base, which is good for the company. Online campaign can
also improve the customer satisfaction by providing the fully personalised and customized
services for everyone. In order to gain customer good reviews. Company provides treatment and
along with they also providing experience of beauty and diversity of Croatia to their potential
clients.
Enhancement in Sales Volume — In the end, Company's main objective is to earn profit. For
that, company is required to sale its services to the customers so that sales volume can be
enhanced and profit can be increased.
Target Audience
In order to target audience the main purpose of the organization is to get customers over
from the expensive treatment in the UK and provides them a high quality alternatives as well. So
the client main audience is middle class members who looking for the budget treatment.
Company's target audience are those customers who want dental treatment, physical
therapy, dermatology treatments, injury rehabilitation and spa services. Along with it, company
is targeting those customers also who want to travel and treatment both. Understanding of target
audience will help company to easily adopt the accurate strategies which lead them to do utilize
the resources accordingly. Their needs are very important for the organization to get to know
about it so that they can provide their medical and tourism services accordingly. Their needs are
getting proper treatment at the reasonable prices and along with this, they can travel. There are
various motivations which are as follows -
Competitive Pricing is one of the major motivation driver for the target customers to
attract towards the company's services. Competitive pricing strategy refers to the pricing policy
in which company keeps the prices of their product and services while taking into the
consideration of competitors' prices (Bowie and et.al., 2016). This will help company to provide
their services at that price which is slightly low than the price of services provided by
competitors. It will attract the customers towards Adriatic Healing Limited Company as they
provide customers high quality services at the reasonable prices. Customers prefer those services
whose quality is high and that services can be affordable so that they choose that services.

Another motivation driver for the company to easily target their focused customer group
is that they provide their each and every patient a personal assistance until they are staying in
Croatia. This will help them to easily attract and target the customers. As patients require
treatments and during the treatments, they required some knowledgeable and supportive person
with whom they can stay during the treatments and travel around Croatia. These personal
assistance also will help them to easily travel around Croatia which is beneficial for them as they
don't need to waste their money and time. If customers get comfort by using the services, it leads
them to get the satisfaction which is good for company to easily targeted their customers.
One more motivation driver for the target customers to get attract towards the company is
that, Firm is not only providing their customer health care service, but also provide travelling
services too (Patti and et.al., 2017). This lead customers to get lighten their mood and get the
chance to see the nature, history, beauty, culture and diversity of Croatia. The cost of travelling
services are also reasonable from the point of view of Customers who wants to get treatments
and travel in Croatia. When a customer gets 2 services together at the reasonable prices from the
particular company, they prefer to choose that company in order to enjoy it.
Marketing Communication Objectives
There are various marketing communication objectives through which Adriatic Healing
Limited Company is able to convey their messages and contents of services to their target
audience. The objectives behind marketing communication for the company are as follows -
Awareness – The main purpose of marketing communication is to create awareness by providing
information and education to the customers about the services being offered by the organization.
It is not only about the awareness of services, but also about the company so that customers can
trust the brand and services. It helps company to become known and memorable for the
customers so that they can consume their services and enhance their sales volume for the purpose
of increase in the profitability. Overall, the main objectives behind the company to do marketing
communication is to create brand image and brand awareness both (Killian and McManus,
2015). In terms of the present online campaign the awareness aim of the study is to explore the
services outcomes and effectively fulfil the customer satisfaction.
Promotion – Another objective, for which company do marketing communication is to promote
their services in order to attract the customers and stand out different in competitive environment
(Haider and et.al., 2019). If company is able to use this marketing communication strategies

proper, it will result in company to gain competitive advantage over its competitors. Promotion is
considered to be an important part for any marketers of the company as it helps in building brand
image, enhancing the sales and creating awareness among customers. Along with this, it also
helps in gaining customers satisfaction by making existing customers loyal toward the company's
brand and services. It also aids in creating interest of customers into the company's services.
Customer Relationship – The next objective for the present communication plan is marketing
communication is to create and maintain customer relationship. Due to marketing
communication, Company is able to easily communicate with their customers and able to attract
them towards services which is being sold by them to the consumers. It also helps in firm to
create a demand for their services which is good for creating goodwill of company and its
offered services. It also leads customers to just give a try to use the customers. Overall, with the
assist of marketing communication, Adriatic Healing Limited Company is able to communicate
with their existing as well as new customers which is beneficial for the maintaining and building
customers' relationship on the behalf of whole organization. By the help of online camping it
would be the best strategy implemented by the organization. Which helps to attract the national
as well as international clients.
To Compete – Marketing communication provides company a means to compete consistently and
effectively with competitors in the marketplace. There are various marketing opportunities which
is being offered by marketing communication. Identification and grabbing of opportunities at the
right time, Company can beat its competitors and enjoy the competitive advantage. Competitors
can sell the same services at the same price (Batra and Keller, 2016). If there is something
different, then it would be a way of adoption of marketing communication which make company
different from others.
Shaping Attitude – Change or shape in attitude is another objective for doing marketing
communication. If company wants to change in the attitude of customers, then they do promote
of their services in new way. This would lead customers to think about it in different way which
will lead to shaping of attitude towards services and company as well.
Marketing Communications Strategy
For the adoption of marketing communications strategy, Company will use
communication mix. Communication mix is also known as Promotional Mix. There are different
marketing elements involves in the communication mix which can be used as a marketing

communication strategies in order to position the brand. These various elements of promotional
mix and their adoption in the context of Adriatic Healing Limited Company are as follows -
Advertising Strategy — This strategy is considered to be an effective and popular element of
promotional mix. Under this strategy, promotion of services are done by mass media platforms
such as Television, Radio, Newspaper and Magazines etc. It helps company to reach at the huge
audience. It is a paid form of promotion in which marketers of the firm have to pay to the
advertising agencies in order to communicate the content and message related to the services to
consumers (Finne and Grönroos, 2017). This strategy helps company to establish a brand for the
targeting customers. In order to get strong brand position, Marketing communication is focused
on all the aspects related to brand such as logo, colour, quality and price etc. which will be
display on advertising content and message. Advertising strategy implementing for the marketing
campaign is online promotional activities like with the help of social media sites.
Personal Selling Strategy — Personal selling is one of 2nd most common element and strategies
which is being used by the company to promote their services to the target audience in order to
attract them. Under this strategy, Company hires sales man and give training them in regards the
services and communication with people. That sales man goes to the target audience personally
and interact with them to promote their services. The objective behind this strategy is to build
and create product and brand awareness about the services, Adriatic Healing Limited is selling.
This is related to the brand positioning. Personal selling can be very helpful for the company to
promote their online campaign through personally contact each and every client and understand
their issues to give them the best treatment.
Sales Promotion Strategy — Sales promotion is an element and strategy under the marketing
communication mix. In this strategy, Company uses some promotional activities for the purpose
of attracting the customers towards the services, firm is selling. These activities are such as —
Discount, Refunds, Service Combinations, Lucky Draw, Contests, Quantity Gift and Usable
Benefit etc. (Armstrong and et.al., 2018). This strategy is helpful in attracting the attention of
customers with the help of promotional activities. This lead to creation of brand image and
company is able to create value. Thus, it helps in position the brand of itself as per the target
customers.
Public Relations Strategy — The purpose behind this strategy is to create and maintain the
goodwill of services or company between organization and the target audience. This strategy is

generally carried out either by PR department of the firm or by 3rd party to whom enterprise has
chosen. It is also known as Publicity. It is a non-paid communication form. In this form of
marketing, the message are delivered through — articles, press and media coverage, winning
awards, giving presentations at conferences and events, and otherwise getting favourable
attention through vehicles not paid for by the sponsor etc. It will help in company to creating
brand image because here the news is spreading like fire which lead customers to demand for the
services and enhance the brand image.
Direct Marketing Strategy — Direct marketing refers to the marketing and selling of services of
the company directly to customers by the means of mail order, telephone, catalogs or postcard
etc. (Vernuccio and Ceccotti, 2015). In this strategy, Company communicate with their
customers directly. This marketing communication strategy helps customers to get to know more
about the services personally and closely which lead to creation of brand image and company is
able to successfully position of its brand in the mind of target audience. It is easily to measure
the effectiveness of direct marketing strategy.
Online Marketing Strategy — It is also known as Internet Marketing. It is the marketing of
services of the company through digital technologies. There are various tools through which
company is able to promote the services which are such as — Social media platforms, Email,
Content marketing, Search engine optimization and display advertising etc. In order to develop a
different brand image in the mind of target customers, Company are using online marketing
strategies because there is continuously increasing in the number of online users and
technological devices. Online camping to promote the health awareness is the best way to
promote brand as well. Online campaign is helpful to reach international client.
Development of Integrated Marketing Communications
For the development of integrated marketing communications, Adriatic Healing Limited
Company will follow some steps which are as follows -
Step 1 — Know about Target Audience — For the effective integrated marketing
communications, Company is required to market research in order to know about the target
customers and their needs so that company can easily cater their services according to the needs
and wants of customers (Perreault, 2018). It will also help company to get to know about the
particular group of customers who will likely to consume the services offered by the company.

In the context of Adriatic Healing, according to their services, they can target treartment
and care required people.
Step 2 — Develop a Situation Analysis — After knowing about target customers, the next step
for the company to do situation analysis of the market in order to get to know about the
strengths, weaknesses, opportunities and threats that company can face. It will help company
lead to a more effective marketing communications strategy.
In the context of Adriatic Healing, SWOT analysis of the company is as follows -
Strength Weakness
Unique Service Provider Lack of Marketing
Opportunity Threat
Use of Online Marketing High Competition
Step 3 — Determine the Marketing Communication Objectives — In the next step of
development process, Company will determine the marketing communication objectives so that
they can achieve their marketing and organizational objectives (Zook and Smith, 2016).
In the context of Adriatic Healing, Following are the marketing communication
objectives of the company -
 To create company and brand awareness.
 To promote the service.
 To build and maintain good customer relationship.
 To compete with competitors.
 To shape the attitude and perceptions.
Step 4 — Determination of Budget — How much financial requirements of the company to
implement the integrated marketing communication strategy, company is required to prepare the
budget and accordingly implement the strategies and tactics with the help of resources and
techniques.
Step 5 — Adoption of Strategies and Tactics — In the next step, Company will Look back at the
objectives which is prepared at the step 3. Company want to develop strategies and tactics
through which accomplishment of those predetermined objectives can be possible. Following
strategies are being adopted by Adriatic Healing, which are as follows -
 Advertising Strategy

 Personal Selling Strategy
 Sales Promotion Strategy (Ulman and Dobay, 2016)
 Public Relations Strategy
 Direct Marketing Strategy
 Online Marketing Strategy
Marketing Mix Tactics can be adopted by the company for the purpose of execution of
above mentioned strategies.
Step 6 — Evaluation and Measurement — It is the last step of development of integrated
marketing communication. In this step, there are various measurement and performance metrics
through which company will evaluate the effectiveness of integrated marketing communication
strategies (Bruhn and Schnebelen, 2017).
Following measurement and performance metrics can be used by the company to
evaluate and measure the effectiveness of integrated marketing communication strategies -
 Conversion Rate
 Customer Lifetime Value
Implementation of Marketing Communication Strategies
For the successful implementation of marketing communication strategies, Company is
required to adopt marketing communication tactics (Kotler and et.al., 2015). The best marketing
communication tactic will be Marketing Mix Tactics. Marketing Mix of the Adriatic Healing
Limited Firm are as follows -
Marketing Mix Tactics Needs of Customers and Achievement of Objectives
Product (Service) Company is selling two services – health services and travel services.
For that Company is providing various treatments to the patients and
along with this, they are providing personal assistant to them until
they are staying in Croatia. They also provide them facilities to travel
in Croatia. This helps customers to get the health related treatment at
the reasonable price, and they can travel Croatia without any another
expenses. It leads to attraction of customers which lead to creation of
brand image. Like this, Company is able to fulfil its objectives with
the help of services. For present online campaign product is given as
per the requirement or need of the client. This is the best way to

offering product or services to customers.
Price Company is providing its services at the competitive price. That
means, company has kept its services' prices slightly below then the
price of competitors. This lead to enhancement in the demand and
sales of the services offered by the organization. It helps customers to
get the treatment and enjoyment at the right amount along with high
quality services. Like this, they are easily able to fulfil the needs of
customers (Chanthinok, Ussahawanitichakit and Jhundra-indra,
2015). This lead them to get satisfied with the service quality and
price which results in increasing in the customer satisfaction. Hence,
Competitive pricing tactics is able to achieve the organizational
objectives. The present services prices are lower than other medical
treatment in UK. The purpose behind is business helps to get people
over from the expensive treatment.
Place Company will provide their services at Croatia. As per the
requirements of company, this place is safe. There are availability of
every resource which are needed during treatments of patients. Here
the quality and affordability of all the treatments are available which
might attract the customers. Moreover, the beauty of its nature make
this place most popular holiday destination. Affordability of
treatments and beauty of nature will fulfil the needs of customers.
Thus, chosen place will help company to enjoy great customer
experiences which lead to achievement of high customer satisfaction
and brand image (Kuang-Jung and et.al., 2015). Such as present
online campaign offer by the online promotional activities which is
universal and taken by national or international buyers.
Promotion In order to create awareness about the services and brand of the
company, Enterprise must have required to promote it. For that, they
will go for Advertising, Personal Selling, Sales Promotion, Public
Relations, Direct Marketing and Digital Marketing. It will lead

customers to get to know about it and the customers who require it,
can go to the company in order to fulfil their own needs. Like this,
with the help of promotion, Company is able to create its brand
awareness and enhance its customer base.
Process Customers can contact with the company by online or offline,
depending upon the comfortability of the company. After that,
Customers will tell them their health problems and accordingly book
an appointment. Like this, the process of deliver services will be done
by the company. It will lead to smooth function of the company
which is beneficial for the company to easily fulfil the needs of
customers which is essential for the achievement of objectives (Kang,
2016). The process of getting information from the client is e-mail,
phone, site visit. Through this process services or products can be
transferred.
People The company has two partners -
 Teme Selce Health Clinic
 Orto Nova Dental Clinic
Along with this, company has its own employees, management teams
and stakeholders. The main people of the company is considered to
be personal assistant. They will stay with the customers all the time
until they leave Croatia. This lead customers to get all the comfort
and great experiences from the service providers. This lead company
to easily fulfil the individual customers which is good for the brand
image and customer satisfaction level.
Physical Evidence Physical evidence of the company will be its service quality, its
accounting statements and its working environment. These all are
required for the function of the business as well as winning the trust
of the customers which is a part of customer satisfaction (Chaffey and
Smith, 2017).