Abstract
BackgroundHealthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. But other prominent communicators also exist, including the people employed by healthcare institutions, the places in which services are delivered, and the brands that represent given establishments. This wide variety of communicative mechanisms is somewhat of a mixed blessing, affording myriad options, but also necessitating extra care and attention in developing associated marketing communications.DiscussionNow more than ever, health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. The marketing communications mix, once somewhat limited due to industry tradition, is now fully accessible and widely used in the health services industry, providing immense opportunities to connect with patients. Options for signage, building designs, servicescape amenities, employee uniforms, and the like also are teeming, providing myriad avenues for making positive impressions. But burgeoning options while beneficial also intensify obligations for ensuring that marketing communications are properly integrated, with this particular article describing this imperative need and its implications for communicative success in the healthcare industry.ConclusionsBy integrating marketing communications, health and medical providers are able to create synergies between and among selected conveyance mechanisms, amplifying performance and increasing the likelihood of reaching communicative goals. Achieving such cohesion requires devoted planning in an effort to coordinate verbal and visual manifestations to express desired imagery and appeals to target audiences. As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority.
Highlights
DiscussionHealth and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need
Healthcare establishments portray themselves to their patient populations using many communicative mechanisms
As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority
Summary
Health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. As content which portrays healthcare establishments (e.g., signage, advertisements, sales promotions, websites, stationery, direct mail) usually is produced over time, the need for vigilance is quite obvious, as without such, incongruence can appear in the verbal and visual artifacts representing institutions, undermining efforts to achieve and maintain integration between and among components Such incongruence can range from subtle (e.g., an updated font for use on business cards and letterhead is introduced, but stationery featuring the old font continues to be circulated) to very obvious (e.g., a logo is revised, but signage continues to display the former identity), with such inconsistencies, regardless of magnitude, undermining communicative power and potential [4]. The introduction and use of creative style guides, coupled with ongoing discussions regarding the importance of integrated marketing communications, will help healthcare establishments stay on course for achieving harmony across all communications, reaping associated benefits
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
