Section A): Create a marketing piece (e.g., brochure, PowerPoint presentation, video, webpage) for the new program for HCBHC (opioid abuse/recovery program or elder care). It should include the following:
- Name, mission, and goals
- Target population
- Services offered
You will share your marketing piece (in whichever form you choose) with your colleagues. For example, you may create a PowerPoint presentation, a brochure, a video, or a mock website. Be creative, but make sure your Instructor and colleagues can access your project without restriction or without having to download any special software. Marketing pieces that are not accessible will be given a grade of zero. you will design a marketing brochure for either the opioid abuse/recovery program or the elder care program at Harbor City Behavioral Health Center (HCBHC). Your brochure should be engaging, informative, and tailored to effectively reach your intended audience.
As you create your brochure, remember that marketing in behavioral health must adhere to ethical standards. For instance, according to the National Association of Addiction Treatment Providers (2016) Code of Ethics, patient referrals must not involve financial incentives, marketing materials must present truthful information about the facility and staff, and patient privacy must be protected and not used for promotional purposes. Consider these and other relevant ethical guidelines as you design your brochure to ensure your approach is both effective and compliant with professional standards.
Key Points to Address in Your Brochure:
- Clearly define the program and its benefits.
- Identify the target audience and tailor the message accordingly.
- Choose appropriate marketing channels that align with the target audience’s access and preferences.
- Incorporate ethical marketing practices in line with industry standards.
Your completed brochure will not only showcase your ability to create effective marketing materials but also demonstrate your understanding of the ethical considerations involved in behavioral health marketing.
Section B): Create a comprehensive communications plan for the new HCBHC initiative. Use the guidelines provided in this weeks Learning Resources to structure your plan. Consider the following key questions as you develop your communication strategy:
- Purpose: Why are you communicating with the community? What are your goals for this communication?
- Audience: Who are the key stakeholders or audience segments you need to reach? Consider the different needs and perspectives of each group.
- Message: What is the core message you want to convey? How can you tailor your message to resonate with different audiences?
- Channels: Which communication channels will be most effective for delivering your message? Think about the platforms that your audience uses and trusts.
- Distribution: How will you implement your communication strategy? Who do you need to contact, and what steps are required to use the chosen channels?
- Timing and Frequency: When is the best time to communicate your message, and how often should you engage your audience?
- Post your communications plan detailing your strategies and considerations for each of these aspects. Your plan should reflect a thoughtful approach to advocacy communication that effectively supports your programs goals and engages your community and stakeholders. Also, be sure to have uploaded your marketing brochure to the Doc Sharing area for review.
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