Abstract
Promotional activities can play a vital role in the growth and success of clinical laboratories. It enables them to communicate their services to potential customers, build brand awareness, and achieve strategic goals. Various elements involved in crafting and implementing effective promotional strategies are discussed in this chapter. Marketing communication is essential for conveying the laboratory proposition to target audiences utilizing a mix of promotion strategies. Promotion planning and strategies such as situational analysis, identifying marketing objectives, marketing budget allocation, management of program elements, measurement of effectiveness, evaluation, and follow-up are needed for effective promotion.
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Suggested Reading
Belch G, Belch M. Advertising and promotion: an integrated marketing communications perspective. 9th ed. New York, NY: McGraw-Hill Education; 2011.
Mullin R. Promotional marketing. 2nd ed; https://www.routledge.com/Promotional-Marketing/Mullin/p/book/9780815359951.
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Singh, S., Gupta, R. (2023). Brief of Promotional Activities. In: Yadav, S.K., Gupta, R., Singh, S. (eds) Clinical Laboratory Management . Springer, Cham. https://doi.org/10.1007/978-3-031-46420-1_45
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DOI: https://doi.org/10.1007/978-3-031-46420-1_45
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-031-46420-1
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