Imagine you work for a marketing firm and you have been assigned to work with a new health care client. The client needs help with a communication strategy for a new product they are launching soon.
Based on this initiative:
• Insurance company launching a new medical product for the exchange
Create a 12- to 18-month communication strategy for your client. You may use a communication strategy template or you can create your own. In your strategy:
• Differentiate between the types of communication that could be used when advertising to different generations.
• Describe how you will use an integrated advertising campaign to reach your target audience. You need to create a time line. Chapter 12 discusses various ways to use a time line. You have a certain budget to use. Will you use it all in the first six months or spread it out? What are these strategies called? Why will you use a certain strategy?
• Compare successful industries (not other health care industries) and how they leverage transparency. Describe how you can apply that to your strategy.