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Magazine

12,446

How will the different platforms be used?

Newsletter

74,735

Costing of the many platforms within the Nursing Times

Social media

Twitter: 37,220

Facebook: 17,514

The Nursing Times

Online/website

22,523

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 Posting

Blog Posts

Is this strategy beneficial?

Start up + overall cost

£550 + £1,950 = £2,500

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

Why blog posts?

Nursing Times

  • 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

Jessica Collins

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

STRATEGY

Tissue Viability Nurses:

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'

Blog Posts

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

Tissue Viability Nurses

Community nurses

  • Explain the benefits for the community as a whole
  • Nurses
  • Patients
  • Emphasise the benefits the nurses will gain
  • Time
  • Quicker caseloads
  • Benefits for patients

Image by Tom Mooring

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