Question Four: Advertising Physical Rehabilitation
The facility should utilize digital platforms to advertise its physical rehabilitation program. Council (2017) aver that individuals prefer to get their news online on social media platforms and search engines such as Google. The facility should formulate websites that help them to advertise on social media. Equally, the hospital can pay influential individuals to broadcast their content online. These individuals have many followers; thus, the advertisement will reach a greater audience. However, the facility should consider the target market before deciding where to advertise physical rehabilitation information. Without a specific target audience, the company might spend more on the advertisement with a limited response (Council, 2017). Indeed, the healthcare center should advertise on digital platforms.
The facility should avoid using the print paper. St Mary’s seem to have spent less on the newspapers, but it is difficult to determine its viability. Prints do not engage potential consumers; thus, it will be hard to evaluate their effects on the market (Council, 2017). An advertisement is viable if the target audience has a feedback channel where the facility can understand if it is effective or not. Therefore, the hospital should avert from using print media to advertise its physical rehabilitation center.
Question Five: How Advertisement Responses Can Be Improved
Automation will improve advertisement and directory responses. With automation, the hospital will connect with other doctors. The system will connect with the physicians in the region and make it easier for them to communicate patient information (Prasad, 2021). The State University can highlight specialization areas within the automation system profile. Having a well-updated profile will help other physicians to refer the patients that require the facility’s help. Prasad (2021) further depicts that automation helps healthcare facilities to have personalized engagement with patients based on their behavior. The process enables the company to offer viable information to the patient. As a result, the patients are most likely to provide valuable responses to the facility. Similarly, with automation, it is easy to automate patient referrals (Prasad, 2021). The system software used in automation allows the patients to offer feedback on the practice. They will highlight the necessary changes that the facility needs to make. At the end of the survey, the system will automatically send referrals to their friends and family members (Prasad, 2021). As a result, the hospital will reach a greater audience. Indeed, automation will improve advertisement responses.
Question Six: What the Program Director Should Consider Before Buying Advertisement Space
The program director should consider the facility’s target audience. Council (2017) depicts that the target audience determines the advertisement medium. If the channel reaches the healthcare’s target audience, the program director can advertise with it and vice versa. The program director should determine who reads the paper in the area. The print media has the largest circulation in the region; however, the director has to determine that these people who access the article are within the facility’s target market. Summarily, the program director should consider the target audience before advertising with the newspaper.
The program should evaluate prospective results from advertising with the newspaper. According to Council (2017), the medium should align with the marketing strategy. The resulting benefits from the advertisement should be more than the advertisement cost. Therefore, the director should evaluate if the expected results from the ad match the resources spent in buying the advertisement space. The medium might be cheap but bear zero results. Concisely, the program director should analyze the viability of the advertisement space.
References
Council, F. (2017). Council Post: Is Newspaper Advertising Worth The ROI?. Forbes. Retrieved 14 July 2021, from https://www.forbes.com/sites/forbesagencycouncil/2017/09/21/is-newspaper-advertising-worth-the-roi/?sh=752506a91908.
Prasad, A. (2021). Council Post: How To Use Automation In Healthcare Marketing. Forbes. Retrieved 14 July 2021, from https://www.forbes.com/sites/forbesagencycouncil/2021/04/30/how-to-use-automation-in-healthcare-marketing/?sh=1fc12d9f7e83.
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