Marketing
Strategies
Marketing
Mix
§ The
product should be a unique collection of Duke specific information that is
intended for the better health of the community. The product will be sent out
via email to subscribers only.
§ The
Newsletter should be at no cost to the patients since it is meant for
promotional purposes and consumer expansion.
§ Places
the newsletter should be accessible to the subscriber include: Website (only
with login), and email. It should be distributed every other Monday at 9:00 am.
§ Once
a month there should be a promotion deal that could range anywhere from coupons
for local businesses to vouchers for free Duke Raleigh Hospital brand
merchandise. Promotion could also be used as incentive to refer the newsletter
to others in efforts to raise awareness and reach 1000 subscribers by September
2013.
Cause-Related
Marketing
Cause-related
marketing is a technique Duke could use to link services it provides to its
patients and social causes they support. Including 1 interesting fact or
statement in the E-newsletter regarding patient relatable charities followed by
a lead to the story behind the statement could spark interest in readers to
subscribe to the magazine or seek out other informational media sources that
Duke provides. Addressing this in the E-newsletter will pull in the compassion
and interest of patients. By showing that Duke is willing to give, further
enables patients to put their trust in Duke for all their families’ medical
needs.
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