Healthcare Department Priorities For Target Markets

Priority One

Priority One

Target Market and Demographic:       Middle-income Hispanic population             

Department/Program/Service:           Chronic diseases                                            

Marketing Technique:                        Social media                            

Discussion:

Hispanics make the largest minority population in the American population. When they are compared to the whites, Hispanics have higher rates of Type 2 diabetes. According to Hispanic Health and Nutrition Examination Survey (HHANES) found Hispanics have the higher prevalence of diabetes (Flegal et al. 1991). Cancer is also a leading chronic disease in minority Americans so targeting this group with health information is important in solving the social problem.

Social media is increasingly becoming popular in the modern advertising and marketing, therefore, becoming a better option especially in targeting middle society who have time and can afford internet access devices like smartphones. This technique of advertising will be effective in reaching out to the majority of middle-class Hispania because they have access to the internet and time for social media.

The department aim at offering medical services to as many chronic patients as it can. Its major aim is to reach out to people affected by these chronic diseases and give them hope of better life and good health. The department also aims at arresting the chronic conditions at early stages to increase the chance of healing.

Priority Two

Target Market and Demographic:      Low-income African American population               

Department/Program/Service:           Women, Infants and Children (WIC)                                                

Marketing Technique:                        Radio stations commercials                            

Discussion:

African American population is highly affected by poverty which has largely affected women and children in African American society. In 2008 more than 25% of this population lives below the federal poverty level ($21, 834 incomes per year) in a family of four compared whites with 6.7. According to 2006–2008 North Carolina BRFSS telephone survey, the quality of life for African American was found to be too low compared to that of white. This population is characterized by poor living conditions and diseases. Therefore, women and children are the main victims (NCHS, 2008).

Women, Infant, and Children (WIC) program serve the households to safeguard the health of low-income women, infants, and children under the age of 5 years (Coleman-Jensen et al. 2013). The program seeks to safeguard their nutritional risks because of food insecurity in these homes. Therefore WIC plays a critical role in the protection of target population health. The program provides foods, education on breastfeeding and nutrition, and how to access healthcare.

To reach out to this population marketing campaign should be conducted through radio stations. Most poor households can only afford a small AM or FM receiver from which they will be able to access to the campaign information (Matt, 2017). Therefore, the objective of the Department on safeguarding the health of the population will be achieved. 

Priority Three

Target market and demographic:        Low-income Hispanic population                 

Department/Program:                         Communicable diseases                                 

Marketing technique:                          Television commercials                     

Discussion:

The prevalence of non-communicable diseases is rising in low-income Hispanic population. A study has the health behavior of the most Hispanic people and found that most engage in risky health behaviors like smoking, and heavy alcohol consumption. The increase has caused a burden on public health and the economy (WHO, 2010) and (Bloom D, E et al. 2011).

The program aims at reducing the risky health behaviors among the low-income Hispania population and encourages them to adopt healthy living by eating fruits, avoiding tobacco use and alcohol. Television commercial campaign is most suited to reach this population as it will offer visual effects of the risky health behaviors (Center for Disease Control and Prevention, 2009).