New Marketing Strategies for St. Stephens Sleep Lab Essay
The previous discussion about marketing strategies for St. Stephens Sleep Lab has focused on the major role that traditional advertising in the form of television, print and web, materials, partnerships with health care facilities, and establishing ties with business organizations, play in marketing the sleep lab to obtain a wide client base. Although these three strategies seem to be efficient enough to realize the purpose of marketing and advertising the services provided by the sleep lab, there is a need to discuss other possibilities or alternatives to maximize the facility’s potential in gaining majority of the target market. Two marketing and advertising possibilities or alternatives will be discussed in the remainder of the text.
Since primary strategies have already been taken up as approaches to marketing and advertising the sleep lab, it would be advantageous to capitalize on other specific, yet equally beneficial opportunities to expand the business. “Direct to consumer marketing” or DTC is an efficient way of urging people to afford the services of the sleep lab. Marketing directly to consumers require time, effort, and strategic plans in communing directly to consumers. To directly market the sleep, one possible strategy is to establish a service available through telephone communications
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DTC follows a process wherein organizations are able to market or advertise their products directly and individually. Certain types of tools will be used to market or advertise services, such as telephone calls to random individuals, sending mails to individuals in various locations, or sending electronic mail messages to random e-mails. The DTC is usually applied in marketing or advertising pharmaceutical products as its benefits and contributions are highly observable from the outcomes or results on the increase to the members of the client base. (Lewis, 2003)
DTC attempts to influence the decision-making process of individuals in such a way that they will be urged to purchase goods or afford services provided by organization involved within the marketing and advertising process. DTC helps individuals make informed choices in order for them to determine their choices or options that are made available to them by organizations. (Epps, 2003)
For sleep lab, messages embedded on information that will be sent directly to consumers will include facts about sleeping disorders, signs and symptoms, and treatments or services that the facility provides in order to observe and detect serious sleeping conditions, and refer medical assistance that are most appropriate to said conditions. In this way, individuals are given the chance to ponder through it and are provided with an option when the need arises for them to afford the services of the sleep lab.
Another marketing strategy that is common, yet effective, is the implementation of promotional goods and freebies. The sleep lab is just one component of the “sleep market.” There are other goods or services that are equally important to consumers aside from the services provided by the sleep lab. For instance, non-prescription drugs, pillows and blankets, and other assistive technology to alleviate the symptoms of sleep disorders are also must-haves for consumers. (“The U.S. Sleep Market,” 2008) Therefore, it will also beneficial to take advantage of the demand for the market by providing other goods or products aside from the technical aspects of sleep lab services.
The sleep lab could establish partnerships with other organizations or institutions that manufacture and produce goods or services that address sleep disorders. For instance, the sleep lab could give giveaways to first-time clients, such as pillows or blankets. Moreover, other goods or services provided by partner institutions will be discounted if consumers will avail of the services provided by the sleep lab.
This will surely influence the increase of consumers that would want to avail of services provided by the sleep lab, as they would realize the benefits that they would gain if they do so. In this case, the sleep lab will be counting on the flawless ability of promotional goods and freebies to lure consumers into signing up for goods and services that the facility has to offer. (Witkowski, 2008)
Epps, P. G. (2003). Direct-to-Consumer Marketing: A Need for Informed Consent in Drug
Therapy? Retrieved November 17, 2008, from NLM Gateway. Website: http://gateway.nlm.nih.gov/MeetingAbstracts/ma?f=102275470.html
Lewis, C. (2003). The Impact of Direct-to-Consumer Advertising. Retrieved November 17,
2008, from U.S. Food and Drug Administration. Website: http://www.fda.gov/Fdac/features/2003/203_dtc.html
“The U.S. Sleep Market.” (2008). Retrieved November 17, 2008, from Market Research.
Witkowski, R. (2008). The Lure of Freebies. Jacksonville Business Journal. Retrieved November
17, 2008, from American City Business Journals, Inc. Website: http://washington.bizjournals.com/jacksonville/stories/2008/08/18/focus1.html