Date of Publication

3-29-2023

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Noel Sajid Murad

Defense Panel Chair

Raymond Allan Vergara

Defense Panel Member

Rajan Sadhwani
John Terrence Perez

Abstract/Summary

HearSound Healthcare Center is a hearing center that was established in 2019 and is currently based at Robinson's Mall in Antipolo City. The brand is committed to providing effective solutions to consumers' hearing needs through its comprehensive hearing examination. It also offers a variety of products and services designed to address the numerous consumers' hearing needs.

The brand is classified under the Medical Device industry since they mainly specialize in selling hearing aids. They offer multiple hearing aids with different types and features that give consumers a wide range of choices.

Furthermore, the current marketing strategies of HearSound Healthcare center involve digital marketing, such as utilizing their social media page to post-sales promotions and maximizing Search Engine Optimization (SEO) to generate more brand visibility. The price of hearing aids is also costly as it can range from P24,000 - P235,000 depending on the severity of the hearing loss.

Key Findings and insights from the PESTLE analysis, Porter's Five Forces analysis, UAI framework, Focus Group Discussion, and SWOT strategy matrix are employed to effectively create a strategic marketing campaign. The data and research gathered by the researcher have played a crucial role in developing marketing strategies appropriate to the brand's needs. Based on the UAI data results, many people need to be aware of the brand HearSound only getting a total of 9.5%. It indicates that the company needs to improve its brand presence to acquire more consumers, which could significantly lead to sales conversions.

The integrated marketing communications campaign for HearSound Healthcare center is expected to concentrate on digital marketing that would allow for a greater reach and be more cost-effective.Employing digital marketing, influencer marketing, collaborations, sales promotions, and OOH advertising to grow brand awareness further would help the campaign reach its objectives of increasing brand awareness by at least 15% by the end of Q2 2024.

The campaign also strives to educate and inform people about the significance of going to hearing centers to check their conditions. More so, it highlights the importance of hearing aids through its diverse campaign’s contents. The campaign's primary target is individuals who know somebody who uses hearing aids, and the secondary is those who need hearing aids.

Moreover, the campaign strives to grow direct consumer purchases by 15% by the end of the campaign and boost its brand awareness by 15% to the target market belonging to socioeconomic classes A, B, and upper C.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Hearing clinics—Marketing

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Embargo Period

4-7-2023

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