Marketing Strategies: Analyzing Stryker Corporation's Digital Presence

This report analyzes the digital communication strategies of Stryker Corporation, a leading healthcare equipment manufacturer. It examines the company's web presence, highlighting the strengths of its official website and LinkedIn profile. The analysis reveals weaknesses in its social media presence, particularly the inactivity on Facebook and the absence of an Instagram profile. The report recommends enhancing digital communication through an engaged workforce, hiring graphic designers, and maximizing ROI on existing platforms. It suggests leveraging third-party advertisement apps and incorporating brainstorming software to refine digital communication efforts. Ultimately, the report emphasizes the importance of tracking content and developing insights to improve future marketing investments, aiming to enhance Stryker's reputation and appeal to its target clients.

MARKETING
DIGITAL MEDIA COMMUNICATION

Introduction
 Stryker Corporation is leading in
manufacturing advanced equipment for
healthcare which helps in improving
hospital care and patient treatment
outcomes.
 Most of the company’s products in US are
marketed directly to the hospitals,
doctors and healthcare facilities.
 Stryker products are spread throughout
100 countries however digital presence
of the company is still questionable when
it comes to promoting their products and
services among their essential clients.

Analysing the company’s web
presence
 The company presence over web is very
simple and is more of a portfolio of their
products and services.
 The official website states about the
company mission statement along with
mentioning their expertise and target
customer.
 Stryker Corporation is specific about their
values and clearly states the quality policy
within their website.
 The different business operated by the
company and the types of products
manufactured for different medical situation
are portrayed within the website.

Analysing the company’s social media
presence
 The company presence over social media
were considered for Facebook, LinkedIn and
Instagram.
 Facebook page for the company is almost
inactive. The latest post update was found to
be in May 2018.
 The LinkedIn profile is active and filled with
many business communication. This platform
is mainly utilized more for finding and hiring
qualified candidates and less for connecting
with clients.
 Stryker have no presence in Instagram profile
which makes means the company shows no
effort in attracting clients through visual
appeal.

Strengths and weakness of the
company’s digital
communication Web presence or the official website
of the company and LinkedIn profile is
the strength of the company’s digital
communication.
 Without any activity over the
Facebook marketplace, the company
is not able to make any impact on the
clients that are active over the same.
 As there is no business profile of the
company In Instagram it is a major
weakness since other competitors are
exploiting that digital space to
connect with potential clients.

Recommendations for improving digital
presence
 Primarily it is recommended to keep a
remote and digital communication
workforce engaged on behalf of the
Stryker.
 Stryker should invest over hiring
graphics designer and editor experts
who mainly works on modelling
prototypes for mechanical products
(Young and Hinesly, 2014).
 There is a need to increase the
engagement and usage of the
existing digital platforms to maximize
the ROI.

Recommendations for improving digital
presence
 Stryker Corporation can take opportunity
for reaching their target audience through
third party advertisement app that helps
in locating them based on certain relevant
comments (Young and Hinesly, 2014).
 By incorporating brainstorming software
and working through prioritization process
using timeline, budgets and other criteria
will help in narrowing the focus for
building effective digital communication
(Karjaluoto et al. 2015).
 Stryker should engage in tracking their
content and develop insights for
improving future investments and efforts.

Conclusion
 Stryker Corporation web presence over official site have been a
strength in acquiring a greater reputation among its clients.
 Social media presence is weak however LinkedIn pose as a strength
to attract qualified personnel and potential clients.
 It is recommended to keep a digital communication workforce
engaged and hire graphics designer and editor experts to enhance
their engagement over social media.
 Also incorporating latest technology in software would help in
appealing the target clients and help prospects find information they
need.

References
 Young, A.M. and Hinesly, M.D., 2014. Social media use to enhance
internal communication: Course design for business
students. Business and Professional Communication Quarterly, 77(4),
pp.426-439.
 Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of
digital channels in industrial marketing communications. Journal of
Business & Industrial Marketing, 30(6), pp.703-710.
 Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The
new hybrid element of digital marketing communications. Procedia-
social and behavioral Sciences, 189, pp.335-343.

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