National University: Healthcare Media Marketing Assessment

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Purpose: Increase awareness of types of media directed in healthcare industry. Spend time during the week monitoring the print media (e.g. newspapers, magazines) and electronic media, (e.g. radio, television, social media) for commercials promoting healthcare products. Prepare a written summary for class that assesses the following:

  • Image vs. service marketing
  • The “product” being marketed (e.g. good, service, idea, organization)
  • The medium being used (e.g. newspaper, magazine, radio, television, billboard, internet)
  • The placement of the promotional piece (e.g. location in newspaper, time of day for radio spot, cable –vs. network television)
  • The apparent target market
  • The ultimate objective (e.g. improve image, attract new business, increase sales volume)

Media Assessment Grading Grid

Organization of paper and clarity 10 points
Newspaper, magazine, radio, television, billboard, internet 10
points
Placement of the promotional piece 5 points
Apparent target market 5 points
Ultimate objective of the promotional piece 10 points
Analysis of heathcare promotion in the media 10 points
Spelling and Grammar 20 points
Length of paper (per instructions) 10 points
Timely submission 20 points
 
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