Communication Strategy Following are the main stakeholders that would be

Communication strategy following are the main

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Communication Strategy Following are the main stakeholders that would be targeted with the following communication plan. Regulatory authorities and government Current and prospective customers/patients Employees (Nurses, Doctors, physicians and staff) Shareholders/owners Payers of healthcare services (Insurance companies and Medicare) While devising a communications strategy, marketers have to decide on a message strategy, creative strategy and message source. Under the umbrella of message strategy, the management searches for themes, ideas and approaches that could appeal the target audience while remaining in line with the brand positioning and establishing points of difference (Hillestad & Berkowitz, 2012). While the messages directed at customers and employees would aim at merely providing them with the information, regulatory authorities, shareholders and payers of healthcare services would better respond to performance message. In other words, the message strategy for these stakeholders would focus on telling them the ways in which this change in distribution strategy will bring about benefits for the organization and for other stakeholders, or at least, how this change was inevitable (Kotler, et al., 2011). In terms of creative strategy, the choice faced is between one sided messages and two sided messages. When the employees and the shareholders, who are the internal stakeholders of
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BRINGING IT ALTOGETHER 5 the company would respond better to one sided messages, the external stakeholders, which are the payers of healthcare services, regulatory authorities and customers would appreciate two sided messages. More importantly, within the healthcare industry, where trust and transparency are so crucial factors, two sided messages exhibit the tendency of the healthcare organization to remain honest and transparent at all times (Hillestad & Berkowitz, 2012). For the internal stakeholders, the company would act as the message source, however, in case of the external stakeholders, it would be highly appropriate that the new distribution channel members also join hands to transmit the message. Advantages of Different Advertising Classifications Following are the most prominent types of advertising classifications and their advantages. First, advertising can be classified according to the media type such as television, radio, internet, billboards, outdoor, magazines, newspaper and others. Since media type has different reach, intended audience, scheduling, reach, frequency, flexibility, cost, geographical and target market coverage and others, classification of advertising by media allows marketers to refine their promotional objectives according to the media consumption characteristics of their target audience (Hillestad & Berkowitz, 2012).
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