How will the different platforms be used?
Costing of the many platforms within the Nursing Times
Social media
Twitter: 37,220
Facebook: 17,514
Using the Nursing Times
Why has this channel been chosen?
Appeals to both TVN and CN
Will this work for all identified platforms?
Designing the Adverts
- Similar to past Smith and Nephew printed campaigns
- Smith and Nephew logo
- Text that reads 'PICO boosts patient well being as well as saving money'
How will the Nursing Times be used to advertise?
- It has many different platforms
- Social media, online, magazine and a newsletter
- Online article for TVN - informative and contains links
- Same image used for all medias
Why has this channel been chosen?
- Exposed to the advert in their own time - choice
- The magazine relates to their personal life and working life
- Already has the same target audience
Budgeting
Costing of the blog
Why will this blog be better compared to competitors?
Blog Posts
About the Blog Post
Blog Posts
Is this strategy beneficial?
Initiating the blog posts
How will TVN be targeted in this channel?
The appearance of the blog
- Start up costs
- Buy a domain name
- Provide each nurse with video equipment
- Willing to pay more for a professional blog
- Promote to a practice not already using PICO
- Ask them to take part by...
- Explaining benefits of PICO for the community
- Incentive - free 'months' supply
Conducting the blog posts
Nursing Times
- Select number of nurses to document their experience with PICO
- Good and bad
- Video or written blog
- Which ever the nurse is comfortable with
- Patients can be included with given and written consent
- Many platforms, so one budget split into 4
- Social Media - Twitter and Facebook
- Newsletter
- Magazine
- Online clinical articles
- Market Research - honesty is key
- Informative
- Different from other campaigns
PICO Community Marketing Campaign
Twitter: £0.90 per click/retweet/etc.
Newsletter: skyscraper £990
Magazine: full page £4,850
Online: Spotlight £1,650 + cost to write/post article
Why use a multi-channel marketing campaign?
- 1: Works with the consumer in mind
- 2: Many forms of contact help to remind
- 3: One single message throughout
- 4: Build relationships with consumer
Introduction to Strategy
Task
Concluding Thoughts
- Raise awareness of PICO's uses and benefits
- Use an integrated and multi-channel marketing campaign
Target Market
Community Nurses:
- They will benefit from using PICO because:
- Heal patients wounds quicker, freeing up caseloads
- Time effective
- quick and easy to apply
- (increased caseloads, reduced time)
- Reduces numbers of visits
Benefiting the nurses through benefiting the patients
- Decide which products are on the formulary
- Wide subject specific knowledge
- Target differently than community nurses
- Will need to be informed on specific benefits, for both nurses and patients
- Use the FAB model to explain the product
Community Nurses and the remaining half of Tissue Viability Nurses
- Multi-marketing campaigns allow to reach a wider, and more diverse audience
- Tissue Viability Nurses and Community Nurses
- Has this been done effectively?
- Used both traditional and modern advertising techniques
- Multi-channel is more costly than one campaign
- Will this campaign be efficient/worth the costing
Overarching Theme
'Community Benefits'
Using the Nursing Times' Platforms
- Benefits the nurses through benefiting their patients
- Follow Smith and Nephew's current marketing campaigns that aim to inform about products, benefits and side effects
- Explain the benefits for the community as a whole
- Nurses
- Patients
- Emphasise the benefits the nurses will gain
- Time
- Quicker caseloads
- Benefits for patients