The aspect of communication has emerged as an important part of the business world and the prospects of an organization depend on the kind of communication model which it is following for the process of their business (Luxton, Reid & Mavondo, 2015). This process enables a particular organization to convey the relevant as well as the necessary information to the various stakeholders and the customers of the concerned organization with the inherent motive to keep the customers and the stakeholders aware about the products or the services offered by the organization (Blakeman, 2018). Many experts are of the viewpoint that this is important since if the customers are aware about the products or the services offered by a particular company then only they will opt for them (Šeri?, Gil-Saura & Ruiz-Molina, 2014). Furthermore, the use of the process of communication from the marketing point of view is a very important one and is widely used by the various organizations. In this particular regard the concept of Integrated Marketing Communication (IMC) has gained widespread significance (Bruhn & Schnebelen, 2017). In short, IMC refers to the process of integration of all the processes of communications messages by a particular organization which is being used for the process of marketing. This is important since it helps in delivering a clear as well as concrete message to the customers not only about the products or the services that are being offered to them but at the same time regarding the concerned organization as well. This report will analyze the IMC model used by the Australian Medical Association (AMA) on the basis of the model proposed by Belch et al. (2018).
Australian Medical Association (AMA) is one of the most popular medical associations of the nation of Australia and is known for the high quality of the doctors as well as the other health care professionals who are a part of it (Australian Medical Association, 2018). The basic idea behind the formation of this particular association in the year 1962 was to improve the quality of the health care services and also treatment facilities which were provided to the citizens of the nation (Australian Medical Association, 2018). In addition to these, the concerned association is also known for the conduct of regular research and development which has contributed in a significant manner to improve the quality of the health care services that the people of the nation now have access to. The association has afflictions with the “Medical Board of Australia and the Australian Health Practitioner Agency” and is currently based at Barton, Australian Capital Territory (Australian Medical Association, 2018). In addition to this, the concerned association has its working centers in various other parts of the nation as well. Furthermore, the association is also responsible for conducting regular interactions as well as the negotiations with the various private authorities as well as the national government of the nation for the allocation of funds and also the resources that would help the doctors and the other health care professionals who are associated with it in a significant manner (Australian Medical Association, 2018). Thus, it becomes apparent that the process of communication is a very vital one for the concerned association. Furthermore, the process of communication is used by the concerned organization not only to convey the relevant as well as important message to the doctors and the health care professionals but also to interact with them in a much more effective manner (Australian Medical Association, 2018). In addition to this, the process of communication also becomes important during the various negotiations of the concerned association with the national government and also the various private organizations of the nation. Thus, the effective use of the concept of IMC is likely to help the concerned association in a significant manner.
The importance of the process of communication and more precisely the concept of IMC becomes apparent in the numerous communication models which have gained prominence within the framework of the present day world (Lusch & Vargo, 2014). It is that the various organizations are increasingly taking the help of the diverse kinds of communication models depending on the needs as well as the requirements for the fulfillment of which they are using the process of communication (Fill & Turnbull, 2016). The communication process used by the Australian Medical Association (AMA) reveals the fact that for the process of conveying the relevant information and also for receiving information the concerned association takes the help of the IMC model proposed by Belch et al. The basic proposition of this particular model is the fact that there are two important entities who are involved in the process of communication which is being used, namely, the sender of the information or the message and the receiver of the concerned information or message (Adebiyi & Bello, 2018). In addition to these, there are other important entities involved in the process of communication as well like encoder, noise, message, channel and feedback (Adebiyi & Bello, 2018). The effectiveness of the message which is conveyed to the receiver depends on the conglomeration of all these factors.
The sender of the information is the individual or the organization is actually trying to convey a particular message to the concerned sender or senders (Fill & Turnbull, 2016). In this particular context the sender of the required information or the message is the Australian Medical Association (AMA). It is significant to note that the concerned association needs to send the required information to the doctors as well as the health care professionals who are a part of it on a regular basis. In addition to this, there are the various national authorities as well as the private organizations to which they need to send the required information or message.
The process of communication often requires the help of various kinds of symbols, images and other kinds of devices which are required for the process of conveying the required information in the most effective manner (Perlman, Kaufman & Speciner, 2016). The process of embedding the required symbols, images and other devices within the message so that the receiver is being able to understand the required information in the best possible is called the process of encoding of information (Perlman, Kaufman & Speciner, 2016). The association under discussion here takes the help of this process for the process of conveying the required information in the best possible manner. The concerned takes the help of various kinds of symbols, metaphors, medical terminologies and others for the process of conveying the required information to the health care professionals so that they are being to understand it in the best possible manner.
Message refers to the actual information or the data that a particular organization or individual is trying to convey to the receiver (Vl?du?escu, 2014). This can be something very simple and on the other hand it can be something very complex as well. It is significant to note that the majority of the messages delivered by the association under discussion here are the medical information and other kinds of data that are likely to help the various health care professionals so that they are able to dispense their duties in the best possible manner.
The channel refers to the medium or device through which the relevant information is being transmitted from the sender to the receiver (Ngai, Tao & Moon, 2015). There are various kinds of channel options available to the various organizations of the present times like the social media, multi-channel system and others (Ngai, Tao & Moon, 2015). The association under discussion here takes the help of multi-channel system for the process of conveying the relevant as well as the information to the receivers. Some of the most commonly used channels by the concerned association are the emails, social media posts, manual letters and others depending on the kind of information or data that the concerned association is trying to convey to the receivers.
The receivers of the information or the message are the ones for whom the original information or data is intended (Alligood, 2017). In the particular context the receivers of the association under discussion here are the various health care professionals as well as the doctors who form an integral part of the organization. In addition to them, there are other receivers of the information or the message sent by the concerned association as well like the various private medical organizations and also the governmental authorities. This is also called by the name of decoding since it is the receivers who decode the original message sent by the senders through the effective understanding of the various symbols, metaphors and others that were originally embedded in the message to make it more effective.
Noise refers to the outside interferences which reduce the quality of the message or the information which is being conveyed by the sender to the receiver (Montano & Kasprzyk, 2015). In the context of the association under discussion here noise can refer to the outside interferences which lead to a misunderstanding of the information which is being delivered by the sender to the receiver. In the majority of the cases it is seen that this reduces the quality of the message which is being sent by the concerned association and thus the concerned organization generally tries to avoid it.
Feedbacks are an important part of the modern day communication process and the major purpose of this device is the fact that it helps the sender to understand whether or not the message or the information sent by the sender has been understood in the best possible manner by the concerned individual (Krcmar, Ewoldsen & Koerner, 2016). The association under discussion here takes the help of the process of feedbacks which are generally provided by the doctors and the other health care professionals to whom the messages are directed to understand whether the intended information has been understood by them or not.
The first part of this assignment clearly indicates that the concerned association is mainly associated with improving the quality of the health care and other treatment facilities that are being provided to the people of the nation of Australia. Thus, the major stakeholders of the concerned association are the doctors as well as the diverse health care professionals who are a part of the concerned association (Webster & Hume, 2018). In addition to these, there are other private health care organizations as well as the national government of the nation itself which takes an active interest in the affairs of the concerned association. Furthermore, these stakeholders can be divided into two parts, namely, the internal stakeholders like the doctors as well as the health care professionals and the external stakeholders like the private health care organizational and the national government of the concerned nation.
The target market of the Australian Medical Association (AMA) can be grouped into the following categories-
The concerned association can take the help of communication objectives for the process of providing better quality of treatment as well as medical services to the people of the nation.
Specific
The primary goal of the concerned association is to improve the quality of the health care services as well as the treatment facilities that are being provided to the people of the nation. It is with this particular objective that the concerned association has selected a particular section of the entire doctors and the health care professionals of the nation.
Measurable
The concerned association will be able to measure the attainment of the goals that it has set out to achieve through the improvement in the health care services that are being provided to the patients. This is a very subjective thing and the concerned association will have to depend on the medical records of the various health care organizations of the nation.
Attainable
The goal which the concerned association has set to attain is a completely achievable one although it is likely to take a bit of extra effort as well as hard effort on the part of the concerned association.
Relevant
The goal that the association has set out to attain is a completely relevant one considering the increasing number of health care problems that the individuals are facing. Thus, the improvement of the health care services is likely to help the patients in a significant manner.
Time-Bound
The association under discussion here will take a time period of atleast 1 year for the achievement of the goal that it has set.
For the effective implementation of the IMC model that the concerned association has designed it will have to take the help of diverse kinds of creative strategies so that it is able to achieve the goals outlines by it (Howcutt et al., 2018). Some of the creative strategies that the concerned association can take the help of are given below-
Advertisement is perhaps one of the most common used means of promotion in the present times (Stacks & Salwen, 2014). The association under discussion here can take the help of this particular process for the process of not only attracting talented as well as skilled professionals but at the same time for creating awareness among the people regarding the need of health care services.
The use of technology for the purpose of providing health care services to the patients has gained popularity in the recent times and it is a reflection of this particular that the various telehealth tools and others are being used for the same process (Harmon, Green Jr & Goodnight, 2015). The concerned association thus should encourage the health care professionals to use these innovations for the process of providing treatment facilities to the patients.
Conclusion
To conclude, the IMC have gained much popularity in the recent times and is being increasingly used for the process of marketing. The tool of IMC if used in an effective manner can render various kinds of benefits to the organizations. It is a reflection of this particular fact that the various models as well as theories of communication have gained prominence in the recent times. However, at the same time it needs to be said that the effectiveness of these models and theories depend on the manner as well as the context in which they are being used. One of the most reasons for which these communication models are being used by the various organizations of the world is to improve the process of communication that are using. This is important since the prospects of an organization depend to a large extent on the process of communication that it is following to convey the relevant information to the stakeholders. Furthermore, the use of the above mentioned creative approaches is likely to help the cause of the concerned association in a significant manner. In addition to this, the effective use of the communication model of Belch et. Al. (2018) would also provide various benefits to the association.
References
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