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Insurance company launching a new medical product for the
exchange
Hospital system launching a new diabetes program
Medical device manufacturer launching a new metal alloy prosthesis
Select your own company and product with approval from your
instructor
Prepare a paper in which you create a 12-month communication
strategy for your client. The communication strategy paper is 800-
1,000 words in length (not including the title and reference pages).
The paper discusses the following, in sections and in the same order
you see below:
A brief description of the product or service the team will launch
Describe the target audience, including its specific demographic
characteristics. Discuss why this is the correct target audience for
this product (or service).
Discuss the messages and communication activities the team will
use. Discuss your rationale for using them.
Discuss how different communication modalities would be effective
in marketing your product or service to different age groups
Discuss the concept of an integrated communication campaign.
Describe what it is; then discuss how your team would use it to
reach your target audience.
Discuss the concept of transparency. Describe what it means; then
give specific examples of successful industries or companies that