care assistance. When developing a marketing plan, it is important to identify granular target markets. In hopes of reaching communities who don’t have access to health clinics, Planned Parenthood strategically place clinics in rural and low-income areas. With that being said, most of the donors do not use Planned Parenthood as a health service provider. The organization appeals to a younger audience with liberal ideologies, rather than the “Baby Boomer” generation, to increase donations from the younger demographic. The organization started a “I Stand with Planned Parenthood” campaign to target millennials with liberal ideologies. Planned Parenthood hosted many charity events and dinners including high-profiled celebrities to increase awareness of the organization to the younger audience. The organization declared September 29, 2015, as National Pink Out Day, a nationwide event in solidarity with Planned Parenthood. Many celebrities and 22
artists, like Miley Cyrus, displayed support on differents social media accounts by posting pictures of herself wearing the “I Stand with Planned Parenthood” tee shirt. To increase revenue, Planned Parenthood started to sell pink merchandise with the campaign’s slogans. Since most of the younger generations do not have an accessible income, Planned Parenthood allow donors to donate as little as $1 per month. After the federal funding cut, the organization is happy to accept any donations to help operate health clinics around the world. In 2016, Planned Parenthood’s effort of targeting millennials was by expanding online appointment scheduling and online health services. The launch of Spot On, a mobile app to track period cycles, allowed the organization to enter the technology market. With a high usage of millennials on mobile apps and technology, this marketing effort increased brand awareness while providing health services. With that being said, Planned Parenthood will need to focus on the Millennial generation in order to prosper in the health care service marketplace. Points of Difference: GIANNA Women have many options when it comes to finding reproductive healthcare. They can go to a private practice which are usually ran by health clinics, or Planned parenthood. The main differences between Planned Parenthood and other private providers can be broken down into four categories: funding, reach, services, and fees. The vast majority of private practices charge their patients fees for the services they offer, which is how they are able to fund their facilities. They may also get their funding from a larger company which they are owned by. Whereas Planned Parenthood acquires their funding from government grants, contracts and federal funding. Planned parenthood also accepts donations, which as of lately has reached new records.
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- Fall '18
- Rebecca Chalker