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SERVICEPLAN

Building Best Brands

360° campaigning à la Serviceplan means: think big.

360° campaigning is much more than tailoring a campaign to various media: it is the development of an integrated marketing campaign that is experienced at all target group touchpoints – under the guiding star of a big idea based on a relevant consumer insight and brand personality. An effective 360° marketing strategy encompasses all aspects of Internet marketing including SEM and SEO, social media optimisation and mobile web applications and technologies along with traditional offline marketing strategies such as TV, radio, print advertising and events.

Glossar

Healthcare marketing – health and communication
Healthcare marketing is often also called health marketing or health communication. In this process, accepted offline and online marketing instruments are used and transferred to the health market in order to process, evaluate, communicate and disseminate information relating to health. Consumers and responsible persons in the health market should be addressed and convinced by the range of services by creating transparency and trust.

Health marketing uses opportunities
Increasing life expectancy and growing healthcare costs are already directly affecting the healthcare market and the associated demands on health marketing. While rigorous restructuring and cuts are taking place in the state health system, ever more people are recognising their own health as a resource for which everyone is responsible themselves. This change in values elevates active health care to an art of living and personal skill. Personal well-being becomes a success factor and one’s body becomes the capital. The result will not be an ageing society, but rather a society that rejuvenates itself and also remains healthy and active in old age.

Health communication creates awareness
Where the state is withdrawing, deregulation is liberating new market forces. The possible scenario of a future two-tier medical system with two health markets has at first lead to people taking more personal responsibility. The readiness to invest more money and time in health and well-being is growing and requires health communication that is appropriate to the level awareness.