Advertising and communication - publié le 10/03/2010

Résumé du document

The goal of our team is to imagine, create and execute an advertising campaign for the launch of a new hospital. This is a huge project because a hospital requires a lot of resources for its smooth and efficient operations. That means that before, during and after the launch, the project needs to attract and bring together lots of people from different areas: investors, doctors, surgeons, the media and, of course, people and patients.

A hospital is an important institution as it fulfils the critical role of providing essential health and safety services. Our hospital will be named the "Abraham Jacobi Hospital", in reference to Abraham Jacobi, a pioneer of the infantile diseases research in the United States in the 19th century .

The idea here is to find a concept of hospital that can be accepted unanimously by all. A common concept that usually brings people together automatically concerns children. Issues regarding the well-being of children and general health have always enjoyed the support of people... The union of the two can be a real factor of success, at least for attracting the attention of people.

So our hospital will specialize in the research and the treatment of rare infantile diseases. It will be based in Paris for several reasons.

First, in order to gain international recognition, the hospital has to be accessible to patients around the globe and not just the French. As one of the top ranked cities in the world, Paris is an ideal location for the hospital.Also, a badly located hospital will not be successful in attracting internationally renowned doctors and surgeons.

Extraits

[...] They are also expected to abide by professional ethics and keep personal information regarding patients and their diseases confidential. That is why the project has included a free forum for people who want to talk about the diseases afflicting their families. They are not obliged to share this information and do it exclusively to inform and debate with other concerned people. VIII. The ad and elements of the campaign a. Posters (appendix 8 and The two different posters will outline the quality of the hospital. [...]

[...] Advertising brochures What? Brochures will be published to inform the general public and the parents of diseased children of the existence of the hospital, its way of working, its means and its policy. They will be available in the hospital, in the Town Hall and in the consulting rooms of doctors in the city. Why? This media will permit other sources to be a relay of our information and extend our area of information. Moreover, the role of prescriber is critical in the health market. [...]

[...] Launching an advertising campaign for a new hospital Content I. Context a. Opportunities b. Problems II. Objectives a. Objectives of the campaign b. Measurement standards III. Target a. Target b. Drivers for action IV. Marketing Communication Mix a. Concept c. Selection of the marketing communication MIX V. [...]

[...] Advertising brochure The brochure will sum up the key information regarding the hospital and its functioning. It will resemble the content of the website. This is the plan of the brochure: Presentation of the hospital (photo of the establishment) Diseases concerned Services of the hospital (and especially mention the famous professors, doctors and surgeons) The care given to the children during their stay Address, phone number, website IX. Planning Planning of the inauguration: August 2009: Sending the invitations and press dossiers to the people concerned (journalists, parents, the Mayor, the Minister, partners). [...]

[...] The main expenditure will involve gifts given to the patients (cuddly toys, caps, coloring book). Those products will be produced in collaboration with Lagardere France that will display our Billy character on its products. Tickets for Euro Disney will also have to be paid by the hospital. Another area of spending is for the different mediums of communication used. Total estimated expenses = This estimated budget is proof that an efficient campaign will be is possible on a small budget. [...]