In the case under consideration, the Regional Medical Center (RMC) organized an extensive promotional campaign to approach the baby boomers, their main expected customers. Although the methods and level of promotion aggressiveness implemented by RMC could be questioned, their goal was achieved with great success. I think that the main reason for the favorable outcome is that the medical center was well informed about the main marketing functions of a successful promotion campaign. For example, Thomas outlined four primary marketing functions: enterprisewide, operational, educational, and promotional.
As for the enterprisewide function, the RMC conceptualized the market using data from their internal database, realized that the service was innovative in the region, and started forming its brand image to enhance its reputation. The operational function was implemented by developing their own strategy based on multiple channels of contact with their possible customers. The educational part was initiated through internal marketing targeting their own employees in order to make them familiar with new programs. Finally, RMC started its promotion campaign to influence consumer decision-making. They distributed press releases, sent publications to local newspapers, and bought TV and radio advertisements.
In my opinion, the RMC used the technique called community outreach. Thomas defines it as a marketing technique targeted to emphasize the company’s commitment to the local community. First of all, RMC used a direct mail campaign as a means to present its new program for baby boomers. Such close contact with the customers through mailing makes the medical center a well-known and reputable place in the community. Secondly, the RMC was focused on marketing in the local media sources, mostly local newspapers.
Another important technique that seems to have the greatest impact is database marketing. It means exploiting data the company has in order to analyze the prospects of their brand and find the most popular and effective channels of communication with the customers. As in the case of this comment, the RMC centered its campaign on the data of previous customers.