Introduction
As blood testing devices and other medicine innovative devices are the primary products to be promoted, the target audiences would be clinics, pharmacies, and people with health issues. In order to reach each one of these segments different marketing communication strategies would be applied. These would include using both online and offline media such as social media, television, and professional magazines.
Main Body
In order to reach populations with health problems, it is necessary to engage in social media and television advertisements. This target audience usually includes older people, so advertising on Facebook would be the most appropriate, as other social media sites are used by younger populations. Television is still frequently watched by older populations; thus, focusing on health-themed channels would be the key.
When it comes to building relations with clinics and pharmacies, it is necessary to consider advertising in professional magazines issued for health professionals. In order to reach this target audience traditional strategies would be more effective (Blakeman 2018). Focusing on media for professionals, such as magazines, would help attract the attention of this target audience.
In order to build a government relations strategy for Theranos, the focus should be on the US Department of Health and Human Services and its officials. The components of the strategy would include engaging with them on a regular level, both by assisting with the events held by HHS and by organizing individual meetings with them. By maintaining direct contact with the officials, it will be easier to establish positive conditions for business development.
Conclusion
Regular legislature examination is another tactic that can be used in the scope of government relations. In order to use the current legislature to its advantage, the company will need to create a comprehensive examination process. This way, the business strategy is adapted in the most appropriate way, and no legal mistakes, as in the case of the 2015 scandal, are repeated.
References
Blakeman, R. (2018). Integrated marketing communication: Creative strategy from idea to implementation (3rd ed.). Rowman & Littlefield.