Marketing Communications: Obesity Campaign

Marketing Communications: Obesity Campaign

Marketing communications are used to communicate with a variety of stakeholders on a range of topics. You are to act as a marketing communications consultant for the NHS North East. An orthopaedic surgeon (Doctor Sellers) is keen to raise awareness of one of the following：

‘Obesity campaigns’

Using the ‘Wider Issues’ pack a guide, write a reflective document which describes, discusses, and analyses the role of marketing communications in raising awareness of one of the aforementioned illnesses (‘Obesity campaigns’). Please be aware that you are asked to go beyond mere descriptive. Doctor Sellers will expect an analytical approach, coupled with supported recommendations for the future (and longer term use) of the marketing communications mix.

Doctor Sellers will brief the group w/c 4^th February 2013 on the Trusts expectations, coupled with informally reviewing final reports.

Writing Structure

1.     Brief background

2.     Evidence of research (30%)

• What existing campaign(s) exist? (25%)
• What is the gap in existing campaign(s)? (5%)
• Awareness of marketing communications mix –including advantages and disadvantages (10%).

3.     Strategy (35%)

• What is own marketing communications strategy – inc. rationale (10%)
• Awareness of segmentation, targeting, and positioning (15%)
• Discussion of thought process including mix elements discounted/minimised (10%)

4.     Analysis (25%)

• Awareness of legal and ethical implications (10%)
• How will effectiveness of campaign be measured? (10%)
• Timeline for launching campaign (5%).

5.     Conclusions

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