Marketing plan for a new childhood obesity counseling program in a local hospital - Assignment Example

The prevalence of Childhood obesity has reached a high alarming rate with more children being considered obese at a very young age. The United States according to the America School Counselor Association (2005) spends an estimate of $117 billion on obesity related cases in both children and adults. The rise of obese cases has been credited to the culture today where people today prefer to eat in fast food restaurants that charge less as opposed to restaurants that price nutritious food expensive.

The culture in developed countries is to have a takeout as opposed to cooking meals at home. It is always about the budget nowadays where people will buy what they can afford regardless of the quality. Lack of physical activity, proper diet, over use of technology-based comforts, pose a risk to developing obesity (Finlay, 2000). Obesity not only affects children physically but also mentally and emotional. Aside from the risks such as asthma, high blood pressure and cardiovascular complications obese children are likely to suffer from bullying, teasing, depression, substance abuse and low self-esteem (American School Counselor Association, 2005).

This has then called for the need to develop new counseling programs in our local hospital to provide education and remediation interventions. To attract the target audience new tools and unique techniques have been designed with the goal to introduce the new program in the hospital. To market this cause the first approach will be through event marketing. Setting up an exhibition at a suitable spots around the hospital especially around the children department will attract attention. According to Baker & Gerler (2008) exhibitions are a great way to inform the public about the new counseling program.

The exhibitions will carry printouts with educational material on obesity and how to overcome it. The exhibitions will later be launched in specific institutions such as schools, corporate, colleges and fair shows. The counseling team will gather volunteers to set up camps in relevant events to market the program. The counselors will conduct workshops in the hospital, schools, lecture halls and wellness fairs. The workshops will develop topics depending on the target audience on getting through obesity.

These workshops will introduce the various programs available at the counseling centre which will captivate the audience to do a follow up. Street and road shows can be organized to create awareness among the masses of the course. The plays can be organized by volunteers and acted in different public places such as theatres and shopping complexes. This would be effective because plays are an avenue to communicate a message that most people will identify with. The shows could recruit young celebrity or role models in society on voluntary basis to organize the shows in order to attract audience calling for more attention (Finlay, 2000).

The role models could be successful people in life who successfully fought through obesity. The program will also market through partnership formation where here it will tie up with research institutions, academic institutions and health and education centers such as health clubs. This program will focus on physical and nutrition wellness. The aim of the course is to introduce lessons on health eating habits, nutrition and physical activity and appropriate lifestyle habits. These lessons are mostly effective in learning institutions therefore partnering with these institutions would create awareness of the program in the community.

Collaborating with other partners will be an effective strategy to establish and get into the market (Brooke & Mills, 2003). This network will enable the stakeholders extend educational trips to the centers to have the community learn about obesity and its dangers. Partnerships can create