Mkt386 group presentation - Essay Example

Executive summary Plastic surgery refers to a medical forte that is concerned with the restitution or rectification of functions and forms. Though artistic or aesthetic surgery is known as plastic surgery, not all plastic surgeries are superficial. The commonly known plastic surgeries are usually conducted in the form of hand surgery, microsurgery, reconstructive surgery, and burn treatments. The plastic surgery is usually divided into two distinct forms including cosmetic and reconstructive surgeries.

Thing is paper is going to take into account the surgery done by the institute of Miami Florida. The document is a marketing strategy of the institute. The institute is an innovative impression in South Florida leading in plastic surgery. Possessed and operated by gifted surgeons with high-class education and years of experience offering unique and great natural looking outcomes, the services are like no other in the entire region. The institute is located at the centre of Coral Gables, and stands out to be a luxurious and modern state-of-the-art resource equipped to give advanced surgical procedures in a comfortable and safe setting.

The document contains the SWOT analysis of the institute, the key campaign strategies discussed extensively in the document citing the need for the institute to have a plan for the marketing. The document is driven to the edification of the public on the merits of the company and the need to use the institute to gain professional experience and learning from the experienced doctors. In addition, the document handles the message strategies that dictate the interaction with the people and consumers of the services rendered by the institute.

Lastly, the document will provide the reader the management and implementation of the document with the budgets of the campaign discussed in the end. Plastic surgery institute of Miami I. Situation Analysis Background research The institute is an innovative impression in South Florida leading in plastic surgery. Possessed and operated by gifted surgeons with high class education and years of experience offering unique and great natural looking outcomes, the services are like no other in the entire region.

Miami staff members are energetic, warm, and qualified to offer supreme concierge-style health care. The institute is located at the centre of Coral Gables, and stands out to be a luxurious and modern state-of-the-art resource equipped to give advanced surgical procedures in a comfortable and safe setting. SWOT analysis of Plastic Surgery Institute of Miami. Strengths The institute is equipped with Plastic surgeons who make maximum use of up-to-date accessible surgical techniques and carry out a broad range of procedures in the surgery field.

The Division of Plastic and Reconstructive Surgery is deeply committed to brilliance in cross-disciplinary research and patient care that brings modern medical developments into current clinical practices. It specializes in all fields related to plastic surgery. In addition, the talented physicians utilize the state-of-the-art technology to give quality of life to clients or patients from all age groups (Balsamo 206). Weaknesses Even though the plastic surgery institute of Miami posses much strengths to be admired, it also has weaknesses that make it an unpleasant place.

At times, some types of plastic surgery such as nasal surgery require real specialists, which are only few in today’s world. This result in unhappy individuals who fail to get the real service that they required and thus have to struggle again to seek for consultancy experts to get possible treatment alternatives. Opportunities It is approximated that around 8 million people go through or desire to have plastic surgical processes for the sake of economical, emotional, and physical benefits.

Currently, plastic surgery, most specifically cosmetic surgery provided by this institute is very affordable and acceptable than in the past decades because it allows beneficiaries to enhance their self-esteem and a higher confidence of facing life. With the modern technology at Miami, more effective outcomes come their way at minimal down time. What gives Miami more opportunities to thrive in the business is the fact that in te current world, most people want to go a step further to improve on their careers by presenting the best possible appearance, that is best achieved through plastic surgery.

Threats Since the institute carries out critical roles on the human bodies, it faces many threats. One of these includes the medical risk. Plastic surgery comes with the risk of medical complications such as death. The surgical threats that can be realized are infections, nerve damage, tissue death, bruising around the area, severe bleeding, deep vein thrombosis, and blood clotting on the patients that are at their service. Key advertising problems to be solved Each day, thousands of advertisements come up concerning plastic surgeries and their effects.

Most of these advertisements are directly from celebrities and the impact it has on their bodies (Balsamo 210). This is a great concern for Miami Institute of plastic surgery because some of these adverts have negative impacts to the industry. Since celebrities take for granted what is being offered by the service, the impact is felt mostly on young girls worldwide. Some even think that plastic surgery can be done on any minor injury on the body. It is such issues that have surgeons at Miami are questioning whether some more restrictions on plastic surgery and on the media have to be put in place to solve the issue of actors and actresses who post negative advertisements. II. Key Strategic Decisions Advertising Objectives Miami Institute has increased its rate of advertisements in order to attract the demand of clients to the processes of plastic surgery.

The surgeons here advertise themselves online and in other media sources due to a growing number of Surgeons in this industry. The completion came up because many medical schools with related services as Miami also emerged and the number nearly exceeded the need of patients to demand for constructive services. The main objective therefore is to sell their services against the competitors’ services and increase demand of their services. Target audience Plastic surgery services in this institute are designed for people interested in a review of the modern innovations and techniques in facial procedure, Browpexy, Nose surgery, Breast surgery, Breast implants, facelift, lip enlargement, Breast reduction, Tummy truck, vascular anomalies, and inner thigh lift among others.

Brand position: Product features and competitive advantage Miami Institute of Plastic Surgery makes us of advanced service technology combined with a caring professional staff to ensure that there is a high degree of patient satisfaction as compared to what its main competitors offer. It gives an added advantage by giving services people of all gender as compared to some of the competitors who specify their services to women alone. They also have more refined products for surgical procedures to enable general wellness.

Brand image and personality The institute is well known for its outstanding personalized, affordable, and safe care to its patients or clients. There are also non-beatifying treatments and the staff is well trained to understand the outer effects on appearance of the individual as well as their self-esteem. By use of plastic surgeries and cosmetic treatments, their goal is to bring beauty and personal appearance to the top. People love this place because of the convenience of paying for the service to their acceptance of credit cards and affordable care services.

Campaign Strategy: key strategic approach and marketing communications tools According to Balsamo (215), one of the marketing communications tools used is the se of physician qualifications. These credentials are used to convince the public that Miami ahs the best and trusted services so far. They include board certification, training specialities of the surgeons, and their years of experience in the field. Testimonials are another key tool for their campaigns so that they can get the trust and attention of the public.

This is evident in the way that Miami portrays photographs of its clients, before and after the plastic surgery procedure was performed. Such visuals are precise ways of campaigning as they add credibility to the staff members and can help those who are interested to visualize an outstanding outcome of themselves if they took a step, thus providing efficiency to the institute. Media of the Plastic Surgery Institute of Miami The plastic surgery institute of Miami makes use of the social media in planning their business effectively.

To achieve a media strategy, they formulate goals to be achieved and how the social media will help in achieving the goals. The surgery institute sets concrete, measurable and achievable goals. Its management engages with their fans through the social media by giving their clients reasons to talk about their surgery services and encouraging other new customers to visit the institute. Before engaging on social media, the management determines the prospective and customers with whom to engage with for the purpose of helping them to know their characteristics and to create a set of marketing personas for the targeted segment.

To achieve this, the institute strives to understand the point of view and activities of their target market. The institute, therefore, keeps record of their customer’s past purchases, think demographics, psychographics, interests and priorities. It also seeks knowledge of the social media behavior of their targeted customers and where they engage in social media since not everyone is on social sites, like the Face book. Due to the risk of spending more time on social media than expected, the management of the institute is strategic with time usage on social media and has a social media plan to help them find the right balance.

The institute uses existing communications like the email and in-store for the purpose of encouraging customers to get onto social media to engage with them. The plastic surgery institute of Miami creates social media objectives to establish a specific, targeted strategy for the involvement of social media for proliferation of their business. It uses tools provided by their social media clients to gauge the effectiveness of their current social media strategy. The management officials of the institute monitor their Face book social media page insights, for instance, to determine the “Like” clicks and the generated feedback like the comments.

The institute also records the traffic that their site receives each month in terms of unique visits and page views. The statistics are obtained from services like Google Analytics and later used to set traffic goals for the institute’s site. Ways of increasing media impressions are investigated by using social media dashboards like the Hoot suit and Tweet Deck to enable the institute to send tweets without using the computer. In media selection, the plastic surgery institute of Miami determines the medium to use in advertising their services by first understanding their target market.

The management of the institute figures out the type of customers being dealt with, their buying process, where they buy, how they buy and the effect of competition. After understanding their customers, the institute selects the medium type (Radio, TV, and Display Ads) that will reach a great number of the desired targets. The institute observes the advertisement medium used by their competitors to enable them decide on the most effective medium to use. Since the internet is the first place customers go, the institute searches online to affirm that it easy for their customers to access their website.

The officials of the institute, also, visit their target markets to get information from people on which TV channel they watch, what they read and the websites they visit the most. They also use specialist media buying agencies to help them with selecting the best media to use for their advertisements. In media planning, the plastic surgery of Miami plans advertising campaigns for their services that reach intended customers, with a minimum cost. Since social media platforms facilitate conversation between individuals and not companies, the institute strives to have a sense of other peoples’ talking.

This enables the management of the institute to identify the appropriate people to engage in media planning. The institute selects luxurious vehicles for their campaigns to impress the targeted audience. Under media buying, the institute operates with creative agencies, who design their advertisements (Field 99). They, then, get their advertisements on the television, radio, billboards, cinemas and online. The institute negotiates the best possible prices with media owners such as radio stations, television, website owners and magazine publishers for airtime or space.

The institute buys media at competitive prices due to high demand of the media services. However, the institute is devising ways increasing effectiveness of advertising their services at a reduced price. Social media is an incredible tool for business since it provides organizations with more customer insight, direct channels of communication and the ability to measure the effectiveness of the conversations. Plastic Surgery Plastic surgery refers to a medical specialty that is concerned with the restoration or correction of functions and forms.

Though aesthetic or cosmetic surgery is known as plastic surgery; however, not all plastic surgeries are cosmetic. The commonly known plastic surgeries are usually conducted in the form of hand surgery, reconstructive surgery, burn treatments, and microsurgery. The plastic surgery is usually divided into two distinct forms including cosmetic and reconstructive surgeries (Thompson 28). The reconstructive surgeries are usually procedures that usually conducted to correct defects on human body including faces.

Some of the known constructive surgeries are conducted on physical birth defects including cleft lips, ear deformities, and traumatic injuries. On the other hand, the cosmetic or the aesthetic procedures are usually conducted to alter different parts of the body are direct and advised by doctors. Some of the surgeries that are conducted of the form include making the breasts larger in what is called augmentation mammoplasty or making smaller in the process called reduction mammoplasty. Nonetheless, perfect surgery usually depends on the qualification of the doctor.

The Plastic Surgery Institute of Miami offers diverse plastic surgery services designed as a response to the market demands. The surgeries offered at the institution significantly improve the appearance of people who decide to go through the process. This paper presents a marketing and brand promotion strategy for the breast surgery procedure at the institute. The procedure enables different women to have their kind of breast appearance that makes them happy. The life of women who undergo through the procedure gets better because of improved appearance and perfect breasts.

Message Strategy The plastic strategy procedures provided by the institute targets women aged 18 years and above (Sharma and Raghuvir 174). The institute recognizes that great transformations are ongoing in society that has also altered the perception of people about women’s appearance and the characteristics about perfect breasts. The institute offers tailor made breast surgery procedures that fully transforms the appearance of breasts and meets the needs of women who choose to go for it. Key Consumer Insights The institute offers breast surgery procedures that achieve various goals.

The procedure ensures breast augmentation and transforms smaller breasts into significantly sizable ones. The mastopexy procedure fully lifts sagging breasts and reshapes them to stand still again. This procedure ensures that women can have the perkiness and youthful appearance of breasts. The institute also offers breast reduction procedure that reduces that size and eliminates different marks on the skin around the breast. Message Objective The message seeks to ensure that the institute can escalate the number of women visiting their facility to undergo plastic surgery procedures on their breasts.

The message also seeks to position the institute in the marketplace as a leader in breast surgery services with one hundred percent desirable results. Selling Premise The institute provides breast surgery services in ways that meet the client demands and expectations. The client is assured of one hundred percent procedure that transforms their breasts without complications and at significantly reasonable costs. Big Idea The big idea about the plastic surgery highly skilled professionals are offering procedures at the institution.

The institute gives potential clients the opportunity to undergo initial medical checkups free of charge. Clients provide a one off payment to the institution without any hidden costs. The significance for the procedures offered at the institute is done in such a way that the feedback from clients to other potential customers escalates the number of clients. The key customer benefits of the breast surgery procedure are in relation to one hundred percent transformation of breasts without any side effects.

The institute also provides ongoing support to the clients. Message Design and Execution The design of the message entails the delivery of the message through the media and word of mouth. The institute is designed through a one minute television advertisement. A former client who has agreed to feature with her motivational talk facilitates the advertisement. The client motivational talk is recorded and taken television stations (Sharma and Raghuvir 174). The same production is also done in audio and taken to radio stations.

The execution of the message is through airing of the audio and video production in the stations. However, the institute also relies on clients who have undergone the same procedure to market the breast surgery through word of mouth. The institute believes that word of mouth remains the most effective marketing approach through which executing the message strategy can realize great results. Other marketing communications tools used in support The cosmetic surgery Miami uses other communication such as billboards to inform potential customers about plastic surgery.

Newspapers are also used in delivering appealing messages about plastic surgery. Radios are also used in the advertising process. Social network is one of the advertisement platforms used to advertise products. The company uses MySpace, tweeter and Facebook to reach customers. The use of email targets the old while social media is used by the company to reach out for teenagers. Displays and guided tours are also conducted by the company in communicating to potential clients. Photo displays of successful surgeries are also used as a marketing tool.

Sales promotion There are regular print advertisements seen in the community publications in the health sector that publicizes the company. Other publications done nationally focus on surgery conducted by the institute. Participation in community volunteer service and sponsorship of events marks another platform for promotion of the company. Radio stations are also used in building the reputation of the organization. The company does sales promotion through the application of discounts for plastic surgery services.

Former patient make referral because of the satisfaction gained during their retreatment. The company ensures that the customers they serve, when satisfied. This is enhanced by prompt response to questions prior to and after surgery. Customers are asked by the company on their willingness to provide testimonials about the service. This sales promotion method ensures hat more patients visit the company. Public relations Prospective customers of plastic surgery require elaborate information about the procedures.

The company ensures that information remains available through educational material that aids the decision making process. Future articles on plastic surgery are written by professionals in the company. Informative writing applies as a tool of attracting patients to the company. The interaction mannerism of the company and the patients dictates the willingness of more patients to take the practice. The plastic surgery institute of Miami employs commendable communication skills when approaching and responding to potential clients.

Contacts are available in the website of the company and are provided in other advertisement surfaces. This enables ease access of relevant customer service. Procedures during surgery are also available in the website, which ensures that customers get versed with the requirements of the processes. Direct marketing Direct marketing is done through the media. Through the social media and blogs, information about plastic surgery is provided. The blog for the practices of the company includes procedures so as to draw the attention of patients in the social media.

The company has reliable bloggers who keep updating potential customers about plastic surgery at the company. Other information is also available in the website that is excellently maintained. This enables direct communication with potential customers. Through direct marketing, the company targets new clients who may not be sure to have surgeries done for them. Willing customers are also reached so in the direct marketing process so as to convince them of the expected success of the procedure.

This encourages more customers to conduct plastic surgery. Personal selling Personal selling in the company is evident when customers are requested to testify about their experience at the institute. The company targets doubtful customers through other patients who have successfully gone through the procedure. The result is an increased confidence level among prospective clients. This is done through televised media and exhibitions to enable direct interaction of the targeted customers and sales personnel.

Personal selling has evidentiary value for potential clients who may want similar surgeries (Rodriguez and Losee 128). Sponsorships The company facilitates sponsorship for people who may need help through surgical procedures. The focus of the company on donations is on children. Through the sponsorships, patients are capable of getting services through collective funding, depending on the financial needs of the customers. There are occasions of sponsorship of community events, such as games. This ensures that the local community appreciates the benefits of the company and sensitizes the community members of the activities taken by the firm.

Merchandising, packaging, point-of-purchase The point of sale of the service is not restricted to the company location. This is because of the nature and requirements of plastic surgery procedures that is possible through portable mechanisms. The company however encourages patients to have their surgeries within the hospital premises rather than at home. This ensures a close observation of patients during recovery. The company arranges for travel processes of customers who are far from the location.

The recovery process after surgery is another reason behind localized service provision. Integration strategy (maximize synergy) In reaching out for customers from different part of the nation, the company employs an integration strategy through travel agencies. The company conducts travel processes for potential customers. The strategic merger between the company and travel companies to enable safe travels after surgical processes accomplishes the success of arranged travel. The cost of conducting surgeries within the institute is relatively cheap compared to home surgeries.

Through facilitated travel processes, customers easily access the services without the fear of travel menaces (Rodriguez and Losee 662). Campaign management The campaign management will include the direct mails to the groups involved in the project. This is done since they generate direct responses from the receiving end. Campaign management is done to ensure the required purpose of the project is achieved from the uses end. The management would evaluate the progress of the different progress in the marketing packages developed in the project.

The need for the campaign management lies in the communication of the time required in the proper protection of the time limits in place for every scheduled period. Campaign management is good for the determination of the period the project will be complete. In addition to this, it develops the required outcomes expectation of the finished project. Evaluation of the effectiveness The effectiveness of the marketing project can be determined by the goal of most evaluations, which provide the relevant useful feedback to the variety of audiences in the project.

These audiences include the sponsors, management body, the board of directors the groups and the stakeholders. The best way to categorize the evaluation is through the process, outcome, and impact to the required community. A logical process of finding the relationships of the evaluation process is required to find the inner outcomes of the progress and shortcomings. The integration outcomes, the change criteria, marketing strategy among others need evaluation to make up the required oomph of the project assessed.

to develop more effort in the realization of the process is a factor the involved parties need to assess and find out how the progress of the project is building. The indictors of the project efficacy are required to make the innovative evaluation vary in the intensity of the scrutiny. The basic need of evaluation models is to realize the indicators that give the different types of change in the marketing project. The key challenge in the evaluation process is the presence of numerous indicators, which give different aspects of the project direction.

Therefore, the use of models gives the users a give perspective to the progress of the plan. To evaluate appropriately qualitative and quantitative analysis of the plan is required to quantify the project outcomes and factor out the need for quality of the plan as structured. The evaluation plan for the project will be structured with regards to timing, factors to evaluate, questions to address during the evaluation of the plan, methods to use, and the measure of success and failure of the required departments in the project.

The plan will gather the required evidence using the numerical techniques to interpret the quality of the project plan. However, there are instances where the managers value the summarized quantified outcomes to pass through in a swift required manner. The plan articulates the collection methods of the evaluation information of the project. Budget The budgets are designed with necessity required at each stage of the campaign. The needs of the campaign project at each stage and the budgets are required to cater for the whole process.

The structures of the budget are required to help the spending stay on track in the process. Advertising Sales promotion Campaign tools Media $300,000 $500,000 $600,000 $200,000 The table presents the approximation of the budgets in the campaign. They are clustered in every depiction of the four. Advertising objectives like the brand positioning, segmentation and audience targets will be done under the budget of adverts, sales will be under sales promotion funds. The tools for campaign will run under the budget stipulated for campaign tools.

The media strategy is under the media budgets formulated. Work Cited Balsamo, Anne. "On the cutting edge: cosmetic surgery and the technological production of the gendered body." Camera Obscura 10.1 28 (1992): 206-237. Field, Shelly. Career Opportunities in Advertising and Public Relations. New York (NY): Facts on File, 2002. Print. Sharma, Sangeeta, and Raghuvir Singh. Advertising: Planning and Implementation. New Delhi: PHI Learning Private Limited, 2009. Print. Thompson, Lana. Plastic Surgery.

Santa Barbara, Calif: Greenwood, 2012. Print. Rodriguez, Eduardo and Losee, joseph. Plastic Surgery: Craniofacial, Head and Neck Surgery and Pediatric Plastic Surgery. Netherlands, NL: Elsevier Health Sciences, 2012. Print.