CCC Marketing Discussion

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INITIAL POST –

THIS IS COMPANY I’M USING AND SERVICE THEY OFFER – McKession – This is an American company designed and is in operation to distribute pharmaceuticals and ensure they provide health information technology and medical supplies. This company has adopted technology for instance bar code scanning to ensure proper distribution and pharmacy robotics. The key features include quality wholesale supplies, operational efficiency, commercialization of services, and medication access and adherence. The mission is to make people healthier.

Identify one competitor already in the marketplace with a similar product or service to yours. Respond to the below prompts:

  • What company did you identify and what product or service do they offer?
  • Which channels do they use to promote their product or service?
  • Do you think that their messaging is effective? Why or why not? Give examples.

Choose at least two digital marketing channels to promote and market the product or service chosen for your marketing campaign. Think through how you would leverage these channels, using the questions below to guide you:

  • What two digital channels did you choose and why?
  • How would you use those channels?
  • Create a brief “story” or idea to promote your product or service to customers

PART A – PLEASE RESPOND TO CLASSMATE DISCUSSION WHETHER YOU AGREE OR NOT & A DETAILED WHY:

As a reminder, I work at Papa John’s Pizza and the product that I’m using for my marketing campaign is called “Papa-Q”. It’s a bbq pulled pork pizza.

One competitor already in the marketplace with a similar product is Domino’s. They have a bbq chicken pizza as do many others. Nobody else is doing pulled pork. It’s a subtle difference but a difference nonetheless.

All of the pizza chains use billboards, tv commercials, flyers, coupons, company logos on the sides of semi trucks, and so on. I haven’t seen any jet airliners with Papa John’s or Domino’s yet but I’ll let you know if that becomes a trend.

No I don’t think their messaging is effective enough. People spend a LOT of time on social media. They spend break time at work, morning, noon and night with banking, social media, games, netflix, etc. I think the area that’s being ignored is the media streaming segment. TV is not as popular as it once was. There’s a subtle migration going on from services like Comcast, DirecTV, and the Hopper to Netflix, VUDU, Amazon Prime Video et al. They’re cheaper than service subscriptions, they don’t require equipment to be installed, and there aren’t any commercials. That’s a problem for advertisements. Marketers need commercial time to reach their audiences. Otherwise, we have to get clever and sneak ads into movies by making them “free”.

For my product, “Papa-Q”, I wouldn’t take up a bunch of airtime or bandwidth so to speak spamming everyone all the time with pizza commercials. One thing I know is that people don’t order pizza for breakfast so the morning crowd is out. There’s a large group of office workers that buy pizzas for lunch meetings when they can’t leave the office. So the heaviest advertising I’d do would be at dinner time from 4-6 when people are naturally getting hungry and around 10-12pm for the lunch crowd. I’m essentially planting ideas in people’s heads with words and pictures of pizza, wings, ice cold soda, and so on.

I’m not sure of the channels to put an advertisement up on Facebook but that’s what I’d do. During those windows I’d post 2-3 products and then let the consumer think it was their idea to get some delicious pie.

Here at Papa John’s we bring our best to your door, literally! Check out our new Papa-Q pizza – traditional garlic parmesan crust with melted mozzarella cheese and dollops of pulled pork bbq on every slice. Pick up the phone or order online. We can’t wait to hear from you!

PART B – PLEASE RESPOND TO CLASSMATE DISCUSSION WHETHER YOU AGREE OR NOT & A DETAILED WHY:

What company did you identify and what product or service do they offer?

The company (Guidehouse) I chose for this project is the consulting company I currently work for in their healthcare practice. The product I chose is a product we are currently working on called (In)Sight Health. This product is an AI/Machine Learning tool that helps health systems and hospitals from predictive analytics from anything to staffing, purchasing, operations, finance, and a multitude of other high impact areas.

  • Which channels do they use to promote their product or service?

Currently we have only started to develop a few white papers as we just released this tool to be leveraged internally. As we move forward, along with the white papers, we will start to market (In)Sight Health on our website and LinkedIn.

  • Do you think that their messaging is effective? Why or why not? Give examples.

Currently I think the approach we are taking makes the most sense as we just gained a fully working product and do not have the appropriate facts and figures to market this. Moving forward once we have success stories and facts and figures to back that up we need to take a more aggressive approach by marketing in healthcare magazines and linkedin channels.

Choose at least two digital marketing channels to promote and market the product or service chosen for your marketing campaign. Think through how you would leverage these channels, using the questions below to guide you:

  • What two digital channels did you choose and why?
  • How would you use those channels?
    1. LinkedIn
    1. Modern Healthcare

We need to leverage these platforms and use current use case scenario’s at our current clients to really exemplify the use of (In)Sight Health and now no other product along with our consulting services can provide the same solutions.

  • Create a brief “story” or idea to promote your product or service to customers

We are currently facing a new world that no one has ever seen. From pandemics, to artificial intelligence our world is changing faster than ever and with that comes more complex problems that hospitals and health systems need to solve in order to succeed. (In)Sight Health is a never before seen solution that will aid your hospital and health system to thrive – Get insight with Guidehouse today!

PART C – In All Marketers are Liars, Godin discusses the effect of a customer’s worldview on their reaction to products and services, as well as its impact on their purchasing decisions and recommendations to friends and family. Consider how Godin’s ideas apply to you, by responding to the questions below:

  • In general, what values, beliefs, and biases do you think that you bring to your purchasing decisions?
  • Describe a specific purchase that you made and explain how your values or beliefs affected your choice of product or service in this case
  • Give an example where you recommended a product or service to your family or friends or warned them against one. Do you think this interaction reflected your shared values or beliefs?
 
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