Digital Marketing Strategy
For merakoi's brands
Patients are oftentimes not involved in the development of drugs and disease treatments. Hence, merakoi has set it as their mission to help healthcare organizations to systematically involve patients in their product development processes. merakoi empowers patient experts to co-create with healthcare organizations to develop better life experiences for patients.
Michelle Erdin, 2019
Bachelor Thesis, merakoi AG
Betreuende Dozierende: Christine Jacob
Keywords: digital marketing strategy, healthcare, digital health, patient-beneficial outcomes, co-creation, patient life experience, persona, value proposition design, editorial plan, campaign calender
As a digital health start-up, merakoi has not yet formulated a comprehensive marketing strategy. Therefore, this bachelor thesis aims to develop a digital marketing strategy for merakoi’s brands. By building brand awareness, merakoi can start positioning the company in the healthcare industry.
The development of the marketing strategy follows a 5-step process which is called the “PASTA model”. “Problem definition” provides an overview of the brands’ purposes, their organizational structures and service portfolios. The “analysis” specifies the market situation. The “strategy” identifies customer insights to create valuable solutions. Furthermore, this part gains understanding of channels clients use to inform themselves about their preferred content. “Tactics” translate the findings of the strategy into tangible communication recommendations. “Action” develops a concrete editorial plan and calendar.
The thesis project serves as an initial strategy that can continuously be extended and revised. As a final product of the digital marketing strategy, the editorial plan and the accompanying calendar represent a comprehensive and practical campaign plan. They empower merakoi to directly start its brand awareness campaign for the specified target groups of the brands. While the editorial plan converts the strategy into realizable actions by collating the tactical recommendations, the calendar visualizes the intended campaigns. The plan and calendar answer the essential questions of an integrated marketing communication plan – why, what, when, where and how is merakoi communicating to the specified client and patient expert. Consequently, merakoi is empowered to start positioning the company as an important provider of patient involvement in the healthcare industry.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation