Marketing Communications: Elder Care Technologies Artefact

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MODULE TITLE: MARKETING COMMUNICATIONS

MODULE CODE: LDG7006M

ASSESSMENT TITLE: CREATIVE ARTEFACT

TOPIC CHOSEN: ELDER CARE TECHNOLOGIES AND MARKET COMMUNICATION

MARKETING COMMUNICATIONS

SLIDE 1: COVER PAGE

SLIDE 2: INTRODUCTION

Marketing communication is important for increasing brand awareness and educating customers about products and services (Krizanova et al., 2019). Healthcare marketing promotes a healthy lifestyle and identifies the needs of patients. External market factors, marketing communication strategy of Help Age international is analysed here.

Figure 1: Logo of HelpAge International

(Source: Help Age International, 2024)

Speaker Notes:

Hello everyone! In this first slide, it has been observed healthcare marketing is essential for promoting healthy lifestyle and identifying needs of patients. In this presentation, current marketing and communication strategy and public relation strategy of Help Age International is evaluated.

SLIDE 3: OVERVIEW OF HELP AGE INTERNATIONAL

Help Age International is a global non-profit organisation that looks after the well-being of older people (Help Age International, 2024). Mission of the organization is to promote the wellbeing of older people and its vision is to create healthy, secure and dignified lives for them (Help Age International, 2024). The company works for humanitarian crises, improving income security and supporting healthy ageing. Almost 46,500 people were supported by Help Age organisation during the Ukraine war (Help Age International, 2024).

MARKETING COMMUNICATIONS

Figure 2: Services of Help Age International

(Source: Help Age International, 2024)

Figure 3: Achievement of Help Age International in 2022

(Source: Help Age International, 2024)

Speaker Notes:

In this current slide, I am going to provide a brief analysis of Help Age International, as the organization is intended to improve the lifestyle of older people in the society. Help Age International (2024), reported that the organization has helped almost 659,000 old people through humanitarian emergency work in 2022. Therefore, the organization has focused their intention to promote inclusion and wellbeing of older people.

MARKETING COMMUNICATIONS

SLIDE 4: EXTERNAL FACTORS IMPACTING HELP AGE INTERNATIONAL: PESTLE ANALYSIS

Factors Description Opportunity/Threat

Political Lack of a long-term care system from the Government with limited funding and planning worsened adult social care in the UK (Booth and Dugan, 2024). Threat

Economical Residential care for an 84-year-old man costs almost £86,400 per year which is not affordable for most of the elderly people in the UK (Collinson, 2023). Threat

Socio-cultural More than 1.4 million older people over 65 years old has some unmet need due to lack of support from society (Campbell, 2018). Threat

Technological The Government provided almost £3 million for transforming advanced technology such as sensors in adult social care (Government of UK, 2023). Opportunity

Legal The Care Act 2014 provides a legal framework against abuse or negligence of adults in society (Government of UK, 2024). Opportunity

Environmental Health and social care services create almost 5% of total greenhouse gases in UK (Lenzen et al., 2020). Threat

Table 1: PESTLE analysis

MARKETING COMMUNICATIONS

SLIDE 5: CURRENT MARKETING AND COMMUNICATIONS STRATEGY

Marketing is considered as an activity or process to create, deliver, exchange and communicate values for customers, clients and society (Kotler and Keller, 2012). Help Age International conducts marketing through their Facebook page by providing information about their programmes (Facebook, 2024). The organization is facing challenges in exchanging their values through social media marketing as Facebook posts lack reach (Facebook, 2024). The organization works as a convener in communicating their organizational goals with their stakeholders (Help Age International, 2020a).

Figure 4: Facebook page of Help Age international

Speaker Notes:

In this slide, I would like to describe the organization adopted social media marketing strategy through Facebook, Twitter. Similarly, Kotler and Keller (2012), stated that marketing is a concept for creating, delivering and exchanging value to customers, clients and society. However, the organization faced issues as their Facebook posts lack in reaching their customers. Therefore, the company is required to promote their campaigning or events through posting short videos and images in social media platforms.

MARKETING COMMUNICATIONS

SLIDE 6: PUBLIC RELATIONS STRATEGY

Paid media: The Help Age International was not focusing on conducting any Facebook Sponsored post, hence, the organization is required to conduct ad campaigns that can be circulated in social media platforms like Facebook, Instagram. Earned media: The Help Age International has made relationships with media, like newspaper publishers, television and radio for promoting their services (Help Age International, 2011). However, the organization needs to appoint bloggers for promoting their services in Future. Shared Media: The company has social media pages in Facebook, Instagram and Twitter and still the organization needs to adopt partnership strategy with charity or community services for engaging with more people. Owned media: Help Age International has global ambassadors such as Nicholas Barr and others (Help Age International, 2020b). The organization is required to conduct native advertising through interactive sponsored quizzes for their followers for interacting with more people.

MARKETING COMMUNICATIONS

Figure 5: Public relation strategy

Speaker Notes:

In this slide, the main focus is given on the public relations strategy of Help Age International for increasing communication with their clients and customers. The organization is required to invest in conducting Facebook Sponsored posts and conduct native advertising strategy for increasing customer engagement.

MARKETING COMMUNICATIONS

SLIDE 7: TRANSITIONAL PHASE OF HEALTH 4.0 AND CONVEYANCE OF INFORMATION/MEDIA

Health 4.0 is useful for promoting digitization in the healthcare industry by utilizing advanced technologies such as blockchain, machine learning (Gupta and Singh, 2022). The organization is required to provide wearable health devices for elderly customers which contain an emergency button and pressing the emergency button would provide an update to the organization about the situation.

The wearable health device is useful for their elderly customers which detects falls and reminds individuals to

4.0 is useful for promoting digitization in the healthcare industry by utilizing advanced technologies such as blockchain and machine learning (Gupta and Singh, 2022).

The organization is required to provide wearable health devices for elderly customers which contain an emergency button and pressing the emergency button would provide an update to the organization about the situation.

MARKETING COMMUNICATIONS

The wearable health device is useful for their elderly customers which detects falls and reminds individuals to take medication (Warrington, Shortis and Whittaker, 2021).

The Help Age International is required to create Facebook ad campaigns for circulating their contents to their followers in different social media platforms like Facebook and Instagram.

Figure 6: Wearable health devices for Elderly

MARKETING COMMUNICATIONS

Figure 7: Wearable health device

MARKETING COMMUNICATIONS

9 Figure 8: Promotional Campaign

Speaker Notes:

The current slide has demonstrated the transition phase of Health 4.0 technology for the organization. Gupta and Singh (2022) reported that Health 4.0 is useful for promoting advanced technologies in the healthcare industry. Moreover, Help Age International is required to implement advanced wearable health devices to elderly individuals to keep them protected in emergency situations. In addition, Facebook ad campaigning is essential for connecting with more people through social media platforms.

SLIDE 8: CONCLUSION

Help Age International looks after providing humanitarian aid and improving income security of older persons.

The organization faced threats due to political, economic, and sociocultural aspects in the UK.

The organization faced issues due to lack of reach in social media marketing.

Help Age International needs to provide wearable health devices and create Facebook ad campaigns for increasing interaction with people.

Speaker Notes:

The concluding slide has identified that Help Age International faced issues due to a lack of social media reach and created problems in engaging with people. Hence, the organization is required to introduce wearable health devices and create Facebook ad campaigns to interact with people.

SLIDE 9: REFERENCES

Booth, R. and Dugan, E. (2024) Government has brought adult social care in England 'to its knees' MPs say. The Guardian [Internet], 20th March. Available from https://www.theguardian.com/society/2024/mar/20/government-has-brought-adult-social-care-in-england-to-its-knees-mps-say. [Accessed 1st May 2024].

Campbell, D. (2018) A million older people 'badly let down' by lack of social care funding. The Guardian [Internet], 9th July. Available from https://www.theguardian.com/society/2018/jul/09/million-older-people-england-badly-let-down-lack-social-care-funding-ageuk. [Accessed 1st May 2024].

Collinson, P. (2023) UK care homes: how to pay the fees without going broke. The Guardian [Internet], 17th October. Available from https://www.theguardian.com/society/2023/oct/17/uk-care-homes-pay-fees-residential-care. [Accessed 1st May 2024].

Facebook (2024) Facebook [Internet]. Available from https://www.facebook.com/HelpAgeInternational/. [Accessed 1st May 2024].

Government of UK (2023) Over £3 million to transform technology in adult social care. The Guardian [Internet], 1st May. Available from https://www.gov.uk/government/news/over-3-million-to-transform-technology-in-adult-social-care. [Accessed 1st May 2024].

Government of UK (2024) Adult Social Care. LawCom.gov.uk [Internet]. Available from https://lawcom.gov.uk/project/adult-social-care/. [Accessed 1st May 2024].

Gupta, A. and Singh, A. (2022) Healthcare 4.0: recent advancements and futuristic research directions. Wireless Personal Communications. [Accessed 1st May 2024]

Help Age International (2011) Working with the media. HelpAge.org [Internet]. Available from https://www.helpage.org/silo/files/working-with-the-media.pdf. [Accessed 1st May 2024].

Help Age International (2020a) Ageing in a just world. HelpAge International [Internet]. Available from https://www.helpage.org/silo/files/helpage-2030-strategy.pdf. [Accessed 1st May 2024].

Help Age International (2020b) Our ambassadors. HelpAge International [Internet], 18th August. Available from https://www.helpage.org/about-us/our-ambassadors/. [Accessed 1st May 2024].

Help Age International (2024) Helping older people live full and secure lives | HelpAge International [Internet]. Available from https://www.helpage.org/. [Accessed 1st May 2024].

Kotler, P. and Keller, K.L. (2012) Marketing Management. 14th ed. Pearson Education. [Accessed 1st May 2024]

Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M. and Moravcikova, D. (2019) The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability [Post-print], 11(24), p.7016. Available from https://www.mdpi.com/2071-1050/11/24/7016. [Accessed 1st May 2024].

Lenzen, M., Malik, A., Li, M., Fry, J., Weisz, H., Pichler, P.-P., Chaves, L.S.M., Capon, A. and Pencheon, D. (2020) The Environmental Footprint of Health care: a Global Assessment. The Lancet Planetary Health, 4(7), pp.e271–e279. [Accessed 1st May 2024]

Warrington, D.J., Shortis, E.J. and Whittaker, P.J. (2021) Are wearable devices effective for preventing and detecting falls: an umbrella review (a review of systematic reviews). BMC Public Health, 21(1). [Accessed 1st May 2024]