Relative Emphasis :Infusion Pump Therapy Kit & Personal Sales
Please write a discussion and respond to this 2 peers’ Discussion Prompts
Discussion:
Explain the relative emphasis that should be placed on either advertising or personal selling in each of the following situations and why:
- A manufacturer of an infusion pump therapy kit for use in hospitals
- A hospital offering a nutrition workshop for seniors
- An academic medical center offering a helicopter service for trauma cases within a 200-mile radius of the facility
Respond to at least two (2) of your classmates’ or your instructor’s posts. Your responses should include elements such as follow-up questions, a further exploration of topics from the initial post, or requests for further clarification or explanation on some points.
- ALL citations and references needs to be APA 7th edition format. THANK YOU!
Peers# 1
A manufacturer is trying to sell an infusion pump therapy kit for use in hospitals. The best type of advertising for this is product advertising. This is the best type of advertising for this product because, “these advertisements help to explain how the service or product can be used, how it can be accessed, or its objectives” (Berkowitz, 2010, p. 452). The infusion pump therapy kit advertisement should explain to hospitals how it can be used, and how it can be accessed. The specific type of product advertisement used should be informational advertisement. Competitive advertising can also be used by the manufactures in this case, even though it is not as common in healthcare settings. “Competitive product advertisements are persuasive—they try to generate selective demand for the organization’s service over that of competitors” (Berkowitz, 2010, p. 452). Infusion kits are probably already being used at the hospital, so the manufacturer needs to convince the hospital to switch to their product, which is where competitive advertising can be utilized.
A hospital is offering a nutrition workshop for seniors. The best type of advertising in this case is informational product advertising. Product advertising is also used to advertise and explain a service, as quoted above. Informational advertising is the best choice here, because the hospital should be focused on getting the word out about the service. Competition is not an issue here since they are offering this service from inside the facility. There will be no issue of competition.
An academic medical center is offering a helicopter service for trauma cases within a 200-mile radius of the facility. The best type of advertising here is product advertising. The goal here is to let surrounding areas know about their service so it can be utilized. The major goal of advertising will be to inform people within the 200 miles of their service so it can be utilized.
Peers# 2
A manufacturer of an infusion pump therapy kit for use in hospitals: Best approach for this scenario is Product advertising. Product advertising is any method of communication about a new product in an attempt to induce potential customers to purchase that particular product (Berkowitz, 2010). Out of various types of product advertising, manufacturers could use informational advertising. Advertisements help explain how customers can use the service or product and access it (Berkiowitz, 2010). This can help the hospitals understand more about the product and how to use them.
A hospital offering a nutrition workshop for seniors: the hospital can benefit through personal selling. Organizations use people to sell the product after meeting face-to-face with the customer in the personal selling approach. Personal selling provides a helpful communications resource that better enables healthcare providers to connect proficiently with target markets. In this scenario, explaining to the seniors the importance of proper nutrition can attract them to this workshop. The salesperson would be able to correct any misunderstandings or confusion the customers have.
An academic medical center offering a helicopter service for trauma cases within a 200-mile radius of the facility: The medical Center can benefit from product advertising. This approach can convey information about the new services they offer to the targeted audience.