INTEGRATED MARKETING COMMUNICATION

BKM 7163

A HEALTHY IMAGE

BY:
MOHD IBRAHIM
BASET RAMADAN
OMOJOLA ABIOLA
ST. MARGARET GENERAL HOSPITAL
Q.1. WHAT ARE THE IMAGE ISSUES IN THE CASE?

The image issues in this case are described as follows;



 Absence of marketing image. The hospital does not have a proper image due
to fewer efforts made to increase the visibility of the hospital, which results
in making the hospital not well promoted to the public eyes. Lack of
adequate awareness regarding the quality and facilities that hospital offers
has a great impact of declining the image of the hospital. Advertising
should be in sufficient enough to raise the image for the public and to
demonstrate the hospital singular distinction. The hospital should inform
the public through communication channel to enhance the image process
building.


 A good and memorable hospital name will assist to build a good image in the
public’s perception. Hence as Mary expected, the name is old fashioned
and as a result will not build a good image to the public. Lack of visual and
verbal actions have affected the image and resulted into unclear message
about the hospital’s value, as an example there is no distinctive tagline for
hospital that concisely captures the essence of the hospital.


 The overlapping in services provided within the hospital as well as being

indistinguishable in these services has resulted into making the image
unable to break through, to capture the hearts and minds of the public.
Q.2. WHAT ARE THE BRAND-NAME ISSUES? SHOULD
THE NAME BE CHANGED? IF SO, WHAT?

The brand name issues are:




 The brand name should not be old fashioned and should be relevant to the public.


 It should not be weak, that may neutralize or negate the efforts of building the image.


 It should be memorable, attractive, have emotional characteristic to deliver the value with
short words, other criteria that will help to memorize the brand name fast is how easy
it is to pronounce.


 It should stress on the benefits to be offered, and should should stand out from the
competition by developing a new name, avoid repetition in creating the brand name
otherwise public will be confused.

 YES, the name of the hospital should be changed. However, this change should not affect
the advantage of affiliation that the hospital receives from catholic physicians and other
volunteers, because changing the name completely may create a backlash among the
catholic. Therefore the hospital name should be changed without sacrificing the benefit it
gets from the catholic. In addition the hospital name should be relevant to public in terms
Q.3. WHAT TYPE OF ADVERTISMENTS SHOULD MARY
DEVELOP FOR ST. MARGARET’S GENERAL
HOSPITAL?
 Mary should adopt the mixed blend of rational and emotional advertising. Rational advertising will play the role of
justification and proving the emotional decision. Emotional will try to create passion and desire. Rationality needs to
support emotional appeals, however emotional appeals should be with adequate level of transparency, otherwise the
hospital credibility will decline. Featuring the technical expertise, scientific evidence, and facilities. It should contain
physicians qualifications to impress the public, and awards to the hospital. In addition emotional appeals should
emphasize on safety, quality and hospitality. The emotional appeal should be extended to create a relief as well as
compassion to the patients. The technological advances are compatible within the hospitals, the human factors play a
significant role to promote the hospital to public as an example: hospital with an excellent nursing crew and talent
doctors will surely have a good reputation. Emotional advertising should also be plan to include the nurse factor
characteristic, Mary could target the advertising efforts towards the physicians who may be interested in utilizing the
hospital.


The possible means to do advertising for the hospital are as following;



 Using specialized publication magazine or journal, preferably health magazine that can reach the segment.


 Billboard depicting the hospital image with proper tagline to create an image for the hospital and remind the public
of hospital.


 Hospital can use direct advertising and marketing with help of customer data base, to increase hospital awareness
and provide information to the hospital through word of mouth circulation, or to inform the public with any
events conducted at hospital, update customers with health news and medical issues and provide advices if it is
required. This will help to create the image as hospital with full of concern to the public.


 The differences of services that Mary’s hospital offers necessitate a unique brochure. To carry the new hospital name
with an elegant logo in colorful pages. Short but effective wordings and photos should be available to support
the listed facilities within the hospital. Vision statement , map of direction, hospital phone line, and the website
link should be provided.
Q.4. WHAT OTHER TYPES OF ACTIVITIES COULD ST.
MARGARET’S PURSUE TO BUILD A STRONG AND
POSITIVE CORPORATE IMAGE?

 To build strong positive image St. Margaret should:



 Get involved with community service activities, to make more than financial
commitment, also the hospital should find out where they can donate to
generate some media attention.

 Sponsor some of health programs on radio or TV, if it is appropriate make the
doctors appear as guest in these shows.

 Use clear and honest and persuasive testimonial regarding the hospital facilities
and experience and attribute them.

 Do public speaking to provide the information for word mouth advertising.

 Organize and promote newsworthy events these could include seminars, panel
discussions, health fairs.

 Provide more than treatment to patients, possibly guidance and help them to
achieve the expected result of treatment.

 Use the internet to promote the hospital via links and live conference and
discussion group
THANK YOU