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Advertising Case Study
Cardinal health advertising
This is a firm that is based in Dublin, Ohio. The main preoccupation of the firm is focused on distribution of pharmaceuticals as well as medical products with coverage of more than 60,000 locations. Cardinal health also manufactures medical and surgical products ranging from surgical apparels, gloves, fluid management products among others (Cardinal health Facebook Profile, 2012).
Advertising
The target of the advertisements by cardinal health would be retailers and distributors of the pharmaceuticals and the medical products that they manufacture. They will also target the medical institutions like the hospitals as well as medical training institutions. The other target group is the medical or biological laboratories that make frequent use of the products that they produce.
The best media to use in passing this kind of advertisement that will reach such am diverse target audience is the use of internet as well as through mobile phone contact. The internet provides a quick platform for the customers to view the various appliances that the organization has to offer. The adverts will be posted on the professional websites that relate with the medical field as well as the social media. In the professional websites, the adverts will have a paid for space such that each person visiting the website will see it predominantly displayed. This is an accurate approach since a greater percentage of the people who will be visiting the website will have something to do with the medical profession hence will help propagate the information on where to buy medical supplies, or even buy them.
The mobile marketing on the other hand will give the potential clients the chance to be updated on the latest stocks, offers and general happenings within the company. It will also give the client the chance of quickly contacting the company on any enquiries or even make orders for the products. The mobile marketing therefore gives the clients a more personal touch as far as marketing is concerned in as much as it may not be able to reach a wide potential client base as the internet. It will be effective mostly on the already established clients who are to be maintained in order to be repeat clients.
Personal selling must as well be incorporated in this kind of market since some of the products may require a professional to demonstrate how they are used particularly among a new client group. Some of the appliances will also require an experienced individual to demonstrate how they are used and not merely post them on the internet. This personal presence of an individual from the company will create a sense of personal touch and clearer understanding of the product hence creates potential market for the product.
There are several other modes of advertising that can be useful in the promotion of the products of Cardinal health. These involve the use of coupons as well as flyers to promote the products. These will give more space for explaining the products of the company than the mobile phone would give. Organizing medical camps and having a facilitator to explain how their products can be used to carry out medical procedures is also a well thought out advertisement method that can be used and can be organized once in a year bearing the expenses behind it.
In as much as the online advertising has widely been used of late, it is one of the mediums that face a lot of challenges. One of the main challenges is the lack of trust of the adverts online. Many consumers feel there could be a lot that is concealed hence trust less the company sponsored blogs and the online advertisements. They would rather get the information from the independent reviews or friend referrals. Consumers have also expressed lack of interest in viewing online advertisements since there are so many of them hence end up annoying the viewer. Apparently the customers to do not need online advertising and will make do with the professional rating sites or the community content rating services (Erick Clemons, 2009).
References
Cardinal health Facebook Profile, (2012). Cardinal Health. Retrieved November 29, 2012 from http://www.facebook.com/pages/Cardinal-Health/109556449069756?fref=ts
Erick Clemons, (2009). Why Advertising Is Failing On The Internet. Retrieved November 29, 2012 from http://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/
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