The extensive range of innovative healthcare goods and services is simply overwhelming, from life-saving emergency medical services to life-enhancing pharmaceutical products, with new innovations constantly entering the marketplace. However, an equally important prerequisite for commercial success involves the successful communication of new offerings to potential customers. If customers are not aware of new and improved products, one could hardly expect the healthcare offerings to achieve commercial success.
The DAGMAR Marketing Communications Spectrum
Marketers frequently turn to the DAGMAR Marketing Communication Spectrum.
(DAGMAR is an acronym for defining advertising goals to measure advertising results). DAGMAR divides the consumer’s adoption of new products into five sequential levels or stages:
Stage 1: Unawareness. During the unawareness stage, consumers are oblivious to the existence of new goods and services.
Stage 2: Awareness. Consumers first become aware of the existence of new products during the awareness stage.
Stage 3: Comprehension. During the comprehension stage, consumers gain a detailed understanding of new products.
Stage 4: Convection. During the convection stage, consumers develop strong beliefs regarding the virtues of new products.
Stage 5: Action. During the action stage, consumers decide to adopt-purchase and consume new product offerings.
The array of methods used by marketers to communicate product information to customers is referred to as the promotion mix. Healthcare marketers normally promote goods and services using a variety of methods.