Marketing strategy of the medical centre

- The blue

- The red

- violet or red - a symbol of power. Blue (sky): satisfaction, calmness, harmony, fidelity. The given colour scale is focused on formation of confidence of the client, that it will receive safety, comfort, pleasure, is calculated on the business rational conceiving businessman. The given advertising should take places first of all in the form of prompts on TV, the outdoor advertising, a print advertising.

At the same time, proceeding from insufficient knowledge of target audience places and ways of realization of service the advertising scenario is necessary. It is expedient to supplement the thematic block of advertising with the certain text or sound information which basic components should be:

- Where there is a medical institution;

- It is obligatory to specify phones for the inquiry;

- How to receive the detailed information.

Thus, the given approach to working out and advertising appeal creation provides:

1. Informing of the client on what services gives it diagnostic centre "Health".

2. Informs the client that only DTS "Health" gives possibility to receive some kind (cosmetic, etc.) services

3. Informs the target group about significant for it criteria of services.

The great value has definition on the basis of certain approaches. It makes sense to start with following criteria:

1. Channels of reception of the information of target audience.

2. Definition of cost of advertising

3. Definition of a category of addressees of the information.

Advertising cost is considered by double image:

1. The general expenses on advertising

2. Advertising expenses on one thousand readers, spectators.

With (1000) = the General expenses on advertising / Circulation of the edition or an audience

It is necessary to carry out also calculations of cost of advertising taking into account a useless audience, i.e. that part of an audience which is not the target market of the company.

We use the given approach and we will compare results (used Open Companies DTS "Health" offered.)

With a view of perfection of realization of services by means of advertising it is necessary to know characteristics of response of consumers on advertising taking into account offered services.

Dynamics of response of buyers on increase in volume of advertising is characterized:

"Splash" in additional investments into advertising and increase in a saturation of publicity.

Presence of "a time log» delays of volumes of realization, time from volumes of saturation by advertising.

Increase of an average level of sales after the advertising termination.

The given dependences take place at the analysis of publicity expenses in Open Company DTS "Health" and dynamics of a sales volume.

Point presence «saturation of publicity» after which sales volume increases do not occur - the given point has not been truly defined also increase in expenses in July has given only a negative effect.

Hence, it is necessary to spend the basic publicity in April - June, and proportionally to distribute efforts and expenses during other period.

Proceeding from a choice of projective strategy of advertising, it is necessary to consider level of response of consumers on advertising on TV.

Thus, the response maximum level occurs at three single demonstrations of advertising, i.e. 3 rollers during one transfer or a time interval of a finding of consumers at the screen.

The analysis of effectiveness of advertising is, because of its special value and cost, the important component of perfection of system. It is necessary to make even before advertising publication the information on chances of success. A basic point is the created advertising message. To measure presence of advantages is possible only, and lacks are:

- Not certain effect of repeated influence

- Conditions which will surround advertising in a reality do not undertake in calculation.

The offered approach is defined as a method of the preliminary forecast of success (protest). Following subjective and objective methods of the protest are allocated.

The subjective:

- Interrogation of experts: the lack-consumer can not understand at all the advertising approved by experts

- Interrogation of consumers: a lack - because of habitual schemes new ideas can be rejected.

It is expedient to use the combined approach.

Objective methods, as a rule, are subdivided in directions of processing of the information at perception of advertising by consumers.

Perception studying - supervision over persons during reading or viewing of a television roller. From existing methods of studying of perception "Health" can use:

1. Interrogation for check of storing of advertising (to spend him among the employees familiar, passengers)

2. Definition of the first impression (positive, negative, neutral)

The protest allows to predict potential success of advertising. The protest finds out, what purposes are reached by the advertising company. The received results are necessary for planning of the further stages of the company. Thus, the basic efforts on perfection of system advancement in DTS "Health" medical institution are necessary for concentrating to perfection of advertising activity:

1. Planning of the advertising company.

2. Working out and creation of advertising messages.

3. The account of characteristics of response.

4. Definition of ways of an estimation of productivity of advertising.

Advertising does not give any effect if the personnel does not try to convince clients of advantages of offered services.

The conclusion

Advancement is any form of the actions used by firm for informing, belief and a reminder to consumers about the goods, services, images, ideas, public work. Today the companies face many challenges and the increased uncertainty. For successful functioning and furthermore - developments it became necessary for enterprises to carry out complex marketing activity. Marketing is used now in all organisations participating in competitive struggle for attention, favour and money of buyers which are absolutely free in a choice of the goods and services, allowing accurately to define and estimate possibilities to choose those from them which will allow to create the goods with the highest consumer value. Advancement is the major component of a complex of marketing actions, an original information exit on the consumer.

Correctly organized advancement exclusively effectively also allows to solve problems with realization. Research of various means of advancement includes a choice and preliminary tests, and also - studying of efficiency of their influence after application.

Centre is private establishment of public health services and concerns a private property - has been created in 1997 by the common decision of three private businessmen which and became further founders of Open Company of diagnostic centre "Health". The private centers and clinics are ready to participate in realization of the territorial program of obligatory medical insurance and to realize joint investment projects.

The state support of private system of public health services will help to reduce expenses and to optimize quality of medical services, thereby promoting realization of a constitutional law of the patient on a choice of the doctor and medical institution.

Leaning on given the spent analysis, it is possible to judge financial stability of the considered enterprise. Investigating character of change of indicators of liquidity, it is possible to draw a conclusion that in 2008 and in 2009 factors of fast and current liquidity were not below recommended criterion, that is the enterprise has sufficient volume of current and liquid actives for repayment of the short-term obligations.

Analyzing a parity of own and extra means at the enterprise, it is possible to draw a conclusion on excess of own means at the enterprise over extra, i.e. Open Company DTS "Health" possesses financial stability which allows it to react to destabilizing actions effectively.

The medical centre of Open Company DTS "Health" carries itself to number of those medical institutions which practice medicine of the best western standards counter to all difficulties available in Russia.

So, as a result of Open Company DTS "Health" analysis following conclusions have been drawn:

1. Advertising is used not effectively, a principal cause - absence of the organization and planning of advertising activity. Advertising does not provide achievement of sales objectives;

3. Direct-mail, PR is not used;

4. The basic lack of advancement of services of the enterprise of DTS "Health" is practically absence of system of planning and an advertising campaign in particular.

In the third part of degree work recommendations about perfection of system of marketing communications are offered:

1) the offer on advancement of services of the diagnostic centre;

2) advertising campaign planning;

3) perfection of advertising activity.

Advertising campaign carrying out can change essentially a position of the diagnostic centre in the market of medical services, keep old clients and involve the new.

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