Purpose: Increase awareness of types of media specific to the healthcare industry.
Please spend time monitoring print media (e.g. newspapers, magazines) and electronic media, (e.g. radio, television,
social media) for commercials promoting healthcare products.
Then, prepare a 250-350 word summary that assesses the following:
Image vs. service marketing
The “product” being marketed (e.g. good, service, idea, organization)
The medium being used (e.g. newspaper, magazine, radio, television, billboard, internet)
The placement of the promotional piece (e.g. location in the newspaper, time of day for a radio spot, cable âvs. network
television)
The apparent target markets
The ultimate objective (e.g. improve image, attract new business, increase sales volume)
Class Textbook:
Managing Health Care Business Strategy, 2nd Edition
by George B. Moseley III
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Purpose: Increase awareness of types of media specific to the healthcare industr
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