Integrated Marketing Communication Assignment: Analysis Of Issues Faced By Wesley
Question
Task: Requires the preparation of a case study which presents an IMC problem or opportunity. Also requires the preparation of a teaching and learning note which solves the case problem.
Answer
Introduction
The concept of integrated marketing communication illustrated in this integrated marketing communication assignment is one of the concepts used to ensure all forms of messages and communication are being linked together so that the owner of the company does not face any kind of issues from the employees or outsiders. The IMC utilizes some promotional tools for making communication more harmony. All the communication works better if the flow of information from one person to another person is transparent otherwise there will be a problem. In this assignment, the researcher will be focusing on Wesley Hospital who faced lots of problems due to miscommunications.
Written Case Format
Case Introduction and Background: The CEO of Wesley Hospital facing a great conflict near due to lack of care in Brisbane. The CEO of the Wesley hospital had found that the addition of new block in the hospital had created lots of protestors because patient in this hospital are not receiving proper care. The Wesley hospital facing a great crisis in both the technical and management side (Finne, & Grönroos, 2017). It is discussed in this integrated marketing communication assignment that communication is important for providing quality patient care because any breakdown of the communications will lead to great problems in the business operations of the hospital. The CEO had looked over total 23, 000 medical malpractice present in the hospital the patients had faced serious damage. The errors in the communication process are high In case of this particular hospital. The communication problem always happens between providers and patients. The number of miscommunications about the patient conditions is very common in case of the hospital. The CEO and management team are planning a more addition of service and recruiting skilled employees for the hospital to increase their business performance (Luxton, Reid, and Mavondo, 2015).
The case traces in this integrated marketing communication assignment helps to develop a strong plan which helps to construct a strong framework with the given crisis situation where all the patients are not getting proper care form the nurses and other employees who are working in the hospital. The hospital had identified different types of problems due to high pressure in the workload, the problem in the electronic health records system, distractions and workplace culture of Wesley hospital (Blakeman, 2018). There are many types of unexpected circumstances, which cause lots of communication breakdown, which mainly includes familiarity. The breakdown of the communication occurs when transfer of information is not all transparent (Finne & Grönroos, 2017).
Industry Analysis, IMC analysis, and organization analysis: Wesley hospital discussed in this integrated marketing communication assignment provides medical and surgical services which is one of the private maternity units over the south side of Canberra. The main mission of the Wesley hospital who provide help to the people who are really dying and sick. The Wesley hospital vision to continue the source of nurturing, hope and healing to the communities and people they are serving. The values of the Wesley hospital are visible by providing a rich heritage of compassion and care for all the customers and employees in the hospital (Kitchen & Burgmann, 2015). The hospitality servicer always demonstrates the main desire that needs to be welcomed to all the patients to make sure the service is being well provided to them according to the norms. The healing of the patients demonstrates the main desire of the whole person by taking care of the psychological, physical and spiritual wellbeing of the patient (Bruhn & Schnebelen, 2017).
The Wesley hospital main concern for their patients is providing a dept. caring and quality presence. The patients must trust the service that is being provided by Wesley Hospital. Hospitality demonstrates all the responses by welcoming all the desires to make the patients comfortable whenever they are visiting the hospital (calvarycare.org.au,2019). It is always the responsibility of Wesley hospital by extending the hospitality by promoting listening, connectedness and openly responding to the problems that are being faced by the patients. The healing mainly demonstrates all the desires that need to respond for the whole person while caring for physical, psychological and spiritual wellbeing. The main responsibility of Wesley hospital is providing value and promoting healing by building strong relationships with the patients (Porcu et al., 2019). The logo of Wesley hospital explored in this integrated marketing communication assignment consists of cross which represents ministry and life of Jesus. The logo of the Wesley hospital always reflects care provided to the care under gospel values.
Discuss the case problem of integrated marketing communication assignment: The Wesley hospital is trying their efforts to provide quality service to their patients with the help of employees like medical equipment specialists, nurses, physicians and other people working in the hospital. Covering of compliance with the government always accreditations and mandates facilities (Luo, Gao, & Huang,2016). The communication among the hospital staffs is not proper which leads to huge problems for providing the best service for their patients. Every physician directly affects the safety of patients because they are one of the unique stakeholders who provide quality services to the patients who are visiting Wesley Hospital. It is mentioned in this integrated marketing communication assignment that c ommunication is crucial for providing top-quality care for the patients, which the Wesley hospital lacks in their service. Any kind of breakdown in the communication plan can lead to major problems like death or complication of the patients (Saenko et al., 2016).
The errors in communication do not only happen when the patients do not understand the advice that had been provided by the doctors. The errors can occur in the outpatient setting, inpatient setting and emergency departments. Any kind of injuries to the patients can be caused due to the presence of many errors were mostly consist of medium and high severity. The communication problems always happened among the providers and patients when the service is not being provided by the Wesley hospital which is a great problem. A strong communication plan mentioned in this integrated marketing communication assignment needs to be made in Wesley hospital so that all the stakeholders are well communicated (Varela et al., 2016).
Learning Note Format
Case Overview: The main problem mentioned in this integrated marketing communication assignment faced by Wesley hospital is the management resources and support to provide quality service to the patients. The major difference lies between the clients and host is providing creativity. The hospital needs to shift its traditional promotion system to improve integrated marketing communications. The growth of internet marketing is creating lots of problem for Wesley hospital because majority of the people are getting attracted to online promotions (Blakeman, 2018). The utilisation of the IMC increases the total effectiveness of the market because the IMC helps to provide a unified message to the customers or patients. However, adding extra building without the concern of the local residents had created lots of problem to Wesley hospital because it is guarding the main road.
The IMC problems discussed in this integrated marketing communication assignment faced by the Wesley hospital is the growth of competition in relationship marketing. Another problem that had been faced by Wesley hospital is changing from mere information delivery to a value delivery, which created a great conflict among the local residents (Geum, Jeon & Lee, 2016). The IMC follows traditional form of marketing which dissemination and rapidity of different dialogues by using new channels which increases the overall burden on the Wesley hospital to assess and use the right communication mediums.
Problem Statement: In the case of the contemporary environments, the Wesley hospital must ensure that communication channels must increase the delivery speed to transfer the key messages to the patients to improve the relationship between the hospital and patients. The Wesley hospital has to use both the social and online media strategies for not guaranteeing to create quality communication (Karmasin & Apfelthaler,2017). All the desired symmetry must be challenged if the IMC choices are not at all being directed to the optimal stakeholder's group. The symmetry mentioned in this integrated marketing communication assignment can be well challenged when the Wesley Hospital is not using the communication channels properly.
Critical Factors
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Critical Factors |
Reasoning |
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Financial issues |
Recruitment of fewer talent physicians who are not all providing the best services to the patients. The total productivity of Wesley hospital had been reduced due to less skilled physicians (Sueldo, 2016). Financial issues are very high due to bad service provided by the staffs of the hospital which had decreased the overall revenue of hospital |
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Technological challenges |
One of the main issues faced by Wesley hospital discussed in this integrated marketing communication assignment is interoperability which is the utilisation of different software system for the transfer of patients and other relative data (Keller, 2016). |
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Doctor Related Issues |
Wesley hospital has different unavoidable patient days where the patients are not being moved to their homes when they are appropriate. The doctors are still using traditional tool rather than other modern technology to find accurate results for the patients to identify the damages. |
Alternate Solution and Analysis
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Alternative solution |
Advantages |
Disadvantages |
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1.Invest 1.5 million dollar |
It is mentioned in this integrated marketing communication assignment that the overall budget will help Wesley hospital to gain all the skilled physicians who will provide the best hospitality service for the patients who are visiting the hospital |
If talented or skilled are not being recruited by the Wesley hospital then the whole amount will be bad expenses because the hospital had recruited unnecessary customers. |
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2. To make sure the staff members understand their personal roles |
The achievement of patient care can only be done by providing right guidelines to the hospital staffs which is important. Every staff must be ready to take full responsibility to take care of the patients. |
Providing wrong guidelines to the hospital staff members will create great problem in Wesley hospital because it will hamper the health of the patients who are visiting the hospital (Kurochkina, Shuvalova & Novozhilova, 2017). |
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3. Working closely with patient advocacy |
The Wesley hospital must ensure the patients receives all the needful care from their staffs. The staff must spend plenty of their time by listening the concerns of the patients to improve their service (Abdullah & Sahad, 2016). The patients have the right to empower their staffs to take rights actions. |
The main disadvantage that the Wesley hospital will face mentioned in this integrated marketing communication assignment when the staffs are not providing right guidance to their patients and behaving rudely when the patients are demanding any service. |
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4. Avoiding unhealthy community |
It is mentioned in this integrated marketing communication assignment that performing annual healthcare is important to identify any kind of bad behaviour inside the community. Every staff must educate their patients to lead a healthy lifestyle. |
The hospital is experience growth in their overall share of the market if the patients are satisfied with the service that is being provided by the Wesley hospital. Very staffs in Wesley hospital does not provide right information to the patients to lead a healthy lifestyle like reducing addiction and eating habits to improve their health. |
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5. Using online promotions |
To improve the name of Wesley hospital among the patients providing online promotion is important than using the traditional promotion methods. |
Sometimes online promotion does not help Wesley hospital to reach all the audiences because the majority of the internet users are teenage or adults but not the old aged people. |
Conclusion
From overall analysis done in this integrated marketing communication assignment of the Wesley hospital it could be found out that, they have shortage of skilled nurses and physicians who will provide the best service to their patients. Before utilising the local space or Main Street the Wesley hospital must raise concern about the addition, they are making from the local residents to reduce conflict. If the conflict between Wesley hospital and the local residents does not get reduced the brand value of the hospital will be get reduced. The integrated market communication is a great cost effect and eliminates internal role.
Reference
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Your rights and responsibilities - Calvary Health Care. (2019). Retrieved 7 October 2019, from https://www.calvarycare.org.au/about-you/rights-and-responsibilities/
