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Medical Marketing Forum Self-Assessment by Jose Mariano Tan, Boost under Prof Barrenechea
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Medical Marketing Forum Self-Assessment by Jose Mariano Tan, Boost under Prof Barrenechea

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Medical Marketing Forum Self-Assessment by Jose Mariano Tan, Boost under Prof Barrenechea

Medical Marketing Forum Self-Assessment by Jose Mariano Tan, Boost under Prof Barrenechea

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  • 1. Boost++: Your Brand of Healthcare was an avenue for students to learn and apply fundamental concepts regarding Marketing and Communication. In this reflection paper, the Macromodel of Communications Process will be employed as a template to discuss the key learning points acquired while planning, executing and evaluating the marketing forum.<br />254000Sender. Planning for the forum was a testament to the importance of brand identity. As organizers of a marketing forum, it was important to clarify our group identity because it will aid in defining the value propositions that we will offer to our audience. The group selected the persona of a Physician-Manager as the prevailing identity that unified the various characters of all its members. As physician-managers, it was clear that the forum needed to focus on values that promote management in healthcare. This process also aided in identifying the type of audience the forum targeted or the receiver of the message. The target audience consisted of healthcare professionals who wanted to apply and maximize principal concepts of management in medical practice.<br />In Encoding the primary Message of the forum, the organizers proposed the title, “Boost++: Your Brand of Medicine”. The title sought to impart a strong message of a rocket that roars above other brands of medicine to call out to all health practitioners to attend the forum because it will deliver a message of success using management principles. As the preparations for the program went underway, the word “Medicine” was replaced with “Healthcare” in recognition of the importance and dominance of healthcare over medicine. This emphasis on healthcare extended the applicability of the message to individuals who do not labor in the practice of medicine but engage in the promotion of healthcare. These individuals included public health workers, non-government organizations and health-financing institutions, all key players in the health industry. This one-word change was recognized as a strategic move to maximize the volume of individuals who can Decode the message and find relevance in the topic.<br />The choice of Media was a particular challenge for three reasons: 1. Healthcare providers are known to live fast-paced lives, 2. The pharmaceutical industry occupies the top of mind of a healthcare provider’s selective attention, and 3. Financial constraints were valid considerations. Fortunately, partnership with Unilab addressed the two latter issues. A door-to-door marketing campaign was also conducted to encourage attendance among healthcare practitioners of The Medical City and Medical Arts Tower I.<br />Admittedly, there were a number of things the organizers may have done better. For one, competing messages and invitations interfered with the intended communication. A number of invited guests attended the afternoon forum because they believed that the invitation extended to either of the two sessions. It is important for marketing communication to recognize noise and ensure that a voice of clarity supersedes to deliver the correct message.<br />Overall, the marketing forum was an important learning tool for Marketing and Communication. Valuable lessons were learned even during the preparatory phase of the program. Personally, one valuable lesson I learned after attending the two forums is the synergistic value of Medicine and Management in general, and Marketing in particular. In many past reflections, I posited on the potent contribution of marketing in public health initiatives stating, “public health needs to play the game and find transformative ways to communicate messages to its consumers, the ailing public at large. Government cannot keep repeating solutions that are not working; if projects do not work, alternative solutions need to be explored.” Indeed the practice of medicine and public health has a great void that only management can fill. As such, it is a challenge to today’s physician-leaders to own up to this responsibility and live up to the title we carry as outstanding physicians, dynamic managers and social catalysts of the future and even today.<br />Contributions to the Marketing Forum:<br />
    • Construction, layout, design and maintenance of Boost++ Website
    • 2. Composed Text Content of Boost++ Website
    • 3. Group Representative to Odds-Group Meeting: Group Identity, Strategic Planning and Forum Title
    • 4. Preparation of Gift Packs and Logistics Support
    • 5. Post-Forum Visit to Eon and Securing of Consent