The advertising campaign for the hemorrhoids medication entails a number of stages and considerations. In the first place, the marketing objectives for this particular campaign involve the followings:
- Raise the awareness of the hemorrhoids medication product within the clearly identified section of target patients.
- Communicate the advantages of the newly launched medication product (Parente and Strausbaugh-Hutchinson 2016).
- Create a market dominating sales force for the product.
- Solicit the target customers through an unmediated response campaign.
- Influence the target customers to switch from other hemorrhoids medication product.
- Inform the patients and doctors about the availability of the product and persuading doctors to prescribe this (Moriarty et al. 2016).
In order to fulfill these objectives, it is very important to communicate the message to the sufferers in a well-strategized way. The strategies of communication include:
- Make the benefits of the medication product clear to the sufferers and make them understand in what way the product can cause extra relief to them.
- It is advisable to use plain and vivid language to the patients eliminating excessive medical terms.
- Keep the benefit list short so that the patients can remember them easily (Drewniany and Jewler 2013).
- Communicate with the doctors through professionals making them understanding the detailed medical benefits of the product.
- Emphasize in what way the product is a unique heal for the sufferers to persuade them.
c Now, for the hemorrhoids medication product, the target customers would be those who are under treatment for prolonged constipation and chronic diarrhea in various clinics and hospitals. The patients who are contemplating to go for surgery or use topical medication can also be pointed out as target customers for this product.
The communication strategy is to be planned and the aim of the advertising campaign is to rightly communicate the messages to the target customers. In the first place, the sources of patients’ research for medical products are to be understood. In this context, the survey shows that almost 32 percent of the patients use television advertisement for research whereas the others still rely on offline media like magazine and newspapers (Liberali 2014). Apart from the offline media communication strategy, advertising through blogs and websites is also a feasible option for medical product marketing. The number of patients who are becoming dependable on web to find health and medical-related information is ever increasing is ever increasing. The advertisers for the hemorrhoids medication product, therefore, have to build strong keyword based website pages and articles providing proper information about the product. Apart from this, the content marketing in pharmaceutical industries is of great importance as the content captures the patients’ attention and successfully triggers them to take up the new medical product in the market (Fulgoni and Lipsman 2014). It is to be also understood that the targeted audience for medical products include the doctors too and therefore, through professional medical representatives and repetitive referral to doctors’ seminars about the product will help to increase the product awareness among the target audience.
Raising the product awareness also includes choosing the appropriate media vehicle for the particular company. Several factors contribute in choosing the media vehicle and they are:
- Prime advertising objectives of the pharmaceutical firm should be considered and those media accomplished to meet the expectations should be chosen (Zenetti et al. 2014).
- Media cost also matter and therefore, the financial position of the company will decide for which advertising space it would like to buy.
- Choosing the appropriate advertising media vehicle will also depend on the reach and exposure of the selected media.
- The organizations’ advertising policy also determines the media vehicle at times (Ansari and Riasi 2016).
- Buyers classified through target market segmentation also tend to identify the media vehicle and the areas of interest under which the sufferers are likely to become influenced.
- While choosing the media vehicle for the hemorrhoids medication product, the company has also to think about the frequency of the advertising the vehicle offers.
- The credibility of the media vehicle should also be judged and expert opinion can be taken for final decision-making.
Now, deciding advertising position is also an integral part of the advertising campaign. For the specific hemorrhoids medication product, it is better to go for TV advertising as repetitive advertisement of a new product creates a sense of conviction among the customers. The advertisement should be repeated every day (Crane and Matten 2016). For the initial three months, the advertisement should be telecasted at prime time, in the later months the position of the advertisement can be changed and the frequency can be reduced as well.
In this context, it is also necessary to prepare a planned budget, which, for the hemorrhoids medication product is as follows:
Cost per month
I) In the initial three months
II) In the later six months
Print Media Advertizing
Social Media Advertising
While talking about advertisement positions, it is essentially important to buy the right advertising slot for the product newly launched. In the rapid age of competition, where so many products are being launched every day, if the appropriate advertising position cannot be acquired, the product will be failed to create its foundation in the market (Moriarty et al. 2014). Hence, the advertising position should be such that captures the target customers’ attention. For instance, in television advertising the pharmaceutical company should acquire the slot in the prime time or in the print media advertising the advertiser must book slot on the cover page preferably in the right hand pages and the at the top, ‘above the fold’.
In the advertisement positioning, some factors are to be considered. In the TV advertisement, the advertisement positioning depends on the frequency and timing of the ads. The radio ads follow almost the same criteria whereas in the print media advertising the positioning of the ad in pages including the page number and the size of the ad comes into consideration. However, for the social media advertising stress is given more on keyword based contents.
The factors that are to be discussed with the media people include the cost of advertising in the first place. Indeed, the cost of television and print ads is rapidly going up having a toll on the company’s overall profit. Apart from the cost, the frequency and the position of the advertisements are also to be negotiated with the media persons. The company also has to discuss that the right message of the brand is conveyed through the advertisement (Zenetti et al. 2014).
While talking about the legal and ethical considerations during the making of final media contract, there are several to consider:
The legal considerations being:
- The advertisement must not contain any fraudulent of false statement.
- The company should not fail to disclose any fact that the third party should know (Schenker, Arnold and London 2014).
The ethical considerations being:
- Whether an assenting false impression is made.
- Whether the company is obliged to disclose something (Crane and Matten 2016)
- What the logical prospect of the third parties are.
To observe whether the advertising campaign is going in the right direction, the pharmaceutical company will have to monitor certain things.
The ways to monitor the advertising campaign include utilizing the funnel report in order to track the effectiveness of the campaign. Besides, for the social media marketing utilization of the channels to identify conversions is useful. Tracking the retail traffic by counting the customers buying the product from the medical stores is also a way to monitor advertising campaign. However, the things that the advertiser should take into account while monitoring the advertising campaign are the increase in sales before and during the advertising campaign. Besides, how the customers are responding to the advertisement is also to be noticed (Drewniany and Jewler 2013).
The legal issues to be taken into account when monitoring the advertising campaign are:
- Whether the advertisement is running on the promised position in the television or is printed in the position bought.
- Whether the advertisement is violating any clause of the media contract is also to be considered (Schenker, Arnold and London 2014)
The ethical issues to be taken into account are:
- Whether the advertisement is causing objection to any particular section of society (Crane and Matten 2016)
The success of the advertisement campaign is however, a much-debated conclusion to settle on although there are some factors that can measure success. The primary thing to be observed is the sales increase of the hemorrhoids medication product after the advertisement campaign. Besides, the success of the campaign will also depend on to what extent the advertisement has been successful to create the brand image for the product in the market and that how preferable it has become for the sufferers.
Ansari, A. and Riasi, A., 2016. An investigation of factors affecting brand advertising success and effectiveness. International Business Research, 9(4), p.20.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.
Dodge, A. ed., 2015. Public relations: Strategies and tactics. New York, NY: Pearson.
Drewniany, B.L. and Jewler, A.J., 2013. Creative strategy in advertising. Cengage Learning.
Fulgoni, G. and Lipsman, A., 2014. Numbers, please: Digital game changers: How social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement. Journal of Advertising Research, 54(1), pp.11-16.
Liberali, G., 2014. Morphing advertising to improve online campaign success. RSM Discovery-Management Knowledge, 20(4), pp.12-14.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Schenker, Y., Arnold, R.M. and London, A.J., 2014. The ethics of advertising for health care services. The American Journal of Bioethics, 14(3), pp.34-43.
Zenetti, G., Bijmolt, T.H., Leeflang, P.S. and Klapper, D., 2014. Search engine advertising effectiveness in a multimedia campaign. International Journal of Electronic Commerce, 18(3), pp.7-38.