EVALUATION OF A MARKETING CAMPAIGN 5
It is clear from the case that the team acted hastily and did notmake a number of considerations regarding the increased number of menpresenting themselves in hospital with advanced prostate cancer cases(South New Hampshire University, n.d). It was necessary to find outthe people who accompanied the men to hospital such as their wives orany other significant people in their lives. Considering that menaged 45 years and above are family men, it was necessary to take thisissue as a family matter.
The best method that would have been used to reach the rightaudience was to work with the community being targeted. Primarily, itwould have been prudent to work with respected community leaders andopinion leaders who can influence the people’s decisions. Thiswould have ensured that the message reached the men. Furthermore, therespected community leaders would encourage men aged 45 years andabove to go for prostate cancer screening. Moreover, the communitywould have enlightened the team on the role women play in men’shealth. Clearly, the error that the team did would have been avoided.In future health awareness campaigns, the team must involve womensince they play a pivotal role in not only their own health and thatof men, but also that of the children.
A number of evaluation tools can be used to determine the success orfailure of a marketing campaign (Kotler, Shalowitz & Stevens,2008). Primarily, response from the target audience is one the bestme tools that can be used. The response of men aged 45 years andabove in online surveys about early prostate cancer screening shouldoffer a great evaluation tool. Secondly, using numbers to determinethe performance of the marketing campaign is an effective evaluationmethod. It is essential to check how many more men have showed up forprostate cancer screening. An increase in the number will indicatethat the campaign has had some positive effects. However, a reductionor stagnation of the number will indicate that the campaign isineffective. Marketing campaign numbers are a sure way of determiningthe success rate of a marketing method. Numbers cannot changenaturally and there must be some underlying force namely marketing.Therefore, this evaluation tool will reflect the actual effects ofthe campaign.
Responses from target audience are effecting in that they reflectthe feelings and opinions of the audience. The respondents are notinfluenced by anyone in their decision-making process. However,responses may not result in actions and many men who show interest inprostate cancer screening on surveys may not actually show up fordiagnosis. Numbers from marketing campaigns are a strong way ofshowing the effects of a campaign and they are relied upon heavily bymanagers (Wurzbach, 2014). It has been opined that numbers do not lieand therefore, they can be used as a basis for future marketingcampaigns. Conversely, numbers only measure the results, but not theprocess. In other words, numbers do not measure the input of the teamthroughout the process.
Evaluation tool should be used throughout the marketing campaign. Itis important to set specific dates when evaluation is done. Forinstance, evaluation could be done every two months. This will ensurethat in case of any mistakes, they are rectified along the way andthe intended results are achieved. In this case, evaluation on thenumber of men visiting health centers for prostate cancer screeningwould have been done every two months. At the end of the campaign, anoverall evaluation should be carried out to identify the success rateof the process (Windsor, 2015). A mixture of different evaluationtools is necessary in order to assess all the elements of thecampaign. For instance, using numbers and surveys would be excellentin this case. It would show both the end results and the gradualprogress and performance of the team.
Numerical data is the best way of presenting the results to keyconstituents. Using the prior and current data and showing thedifferences will openly show the impact of the marketing campaign(Rootman, 2012). For instance, if the number of men going forprostate cancer screening was 120 and now it stands at 200, this isan indication that the campaign has had a positive impact.
While concluding, marketing campaigns need to utilize a combinationof evaluation tools in order to find out the success or failure ofthe process. It is essential to effectively plan before embarking ona marketing or an awareness campaign. All the stakeholders such asthe community leaders and women must be involved.
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategicmarketing for health care organizations: Building a customer-drivenhealth system. San Francisco, CA: Jossey- Bass.
Rootman, I. (2012). Evaluation in health promotion:Principles and perspectives. WHO Regional Publications.
South New Hampshire University. (n.d). IHP 510 Case Study:Prostate Cancer Education For use in Case Study Analysis: Evaluationof a Marketing Campaign. Pdf. Web: http://snhu- media.snhu.edu/files/course_repository/graduate/ihp/ihp510/evaluation_case_study.pdf
Windsor, R. A. (2015). Evaluation of health promotion anddisease prevention programs: Improving populationhealth through evidenced-based practice. New York: Oxford press.
Wurzbach, M. E. (2014). Community health education andpromotion: A guide to program design and evaluation.Sudbury: Jones and Bartlett.