A PowerPoint presentation for the 2009 Medic Design marketing plan. Created as a final project for a Consumer Behavior course.

1. Medic Designmedical identification jewelry H.CAY IN ASSOCIATION WITH Amy Yu Cindy Tam Huong Nguyen Yina Yun

2. OBJECTIVE In three months, H.CAY wants to be able to: increase sales by 5% in the Medic-Design company increase awareness of the Medic-Design website and company by 10%

3. TARGET MARKET Female high school and college students (ages 12-24) Mothers of with children in high school or college Young professionals (ages 24-30)

4. SITUATIONAL ANALYSIS Environmental Trends Over 147 million people are afflicted with diseases that require medical ID jewelry Consumers are unaware of the product category The recession Category Analysis Consumers are unaware of the product category Lack of stylish, discrete medical ID bracelets and jewelry

5. SITUATIONAL ANALYSIS 819,000 536,000 Number 281,000 Age http://www.utsystem.edu/benefits/newsletter/images/Diabetes_Chart3_nov_2008.gif

6. SITUATIONAL ANALYSIS http://www.cdc.gov/nchs/data/databriefs/db10_fig3.gif

7. SITUATIONAL ANALYSIS Competitive Assessment American Medical ID inexpensive, well-known brand name, affiliations with legitimate health groups such as the American Diabetes Association and the American Heart Association Medic Tag USB flash drives are a part of the bracelet so that a paramedic can pull up a patient’s medical history by plugging in the USB drive into a laptop

9. SITUATIONAL ANALYSIS SWOT Analysis Weaknesses Limited financial budget Product is expensive compared to other medical jewelry Lack of a specific target market Lack of focus on venue in which to market product – online or personal selling

10. SITUATIONAL ANALYSIS SWOT Analysis Opportunities Over 149 million Americans afflicted with a disease that requires medical identification jewelry Teen market is gain affluence so stylish, medical jewelry will increase likelihood of teenagers with medical conditions to wear medical ID bracelets E-tailers are increasing as more and more business-to-consumer companies switch to online retailing

11. SITUATIONAL ANALYSIS SWOT Analysis Threats New technology such as USB bracelets Established companies have 24 hour support, customer service, and affiliations with health organizations Many online websites have inexpensive medical ID jewelry ($20 and under) Medical ID bracelets are considered a luxury item in a recession and many people will not invest in it

12. STRATEGIES Advertising Facebook Fan Page Twitter Healthboards.com Ehealthforums.com Sales Promotions/Personal Selling Trade shows School events - USP Fall Fest Health events - USP Glucose Screening

13. STRATEGIES Publicity Facebook Fan Page Twitter Blogs and Forums Sending out a press release to venues such as local newspapers, medical magazines, etc. Donating a portion of the company proceeds to charity

14. MARKETING MIX Product Medical Identification Jewelry Place Online Purchasing along with various promotion events Promotion Trade shows Health group events Online Viral Marketing Price

15. MARKETING MIX Product Medical ID Jewelry Customized Engravings Fashionable Designs Looks like regular jewelry Products made of: Gold White gold Silver Genuine leather Discrete Medical Symbol Magnetic clasps: Easy Closure

16. MARKETING MIX Place Online at www.medic-design.com At malls in the tri-state area during holiday seasons At trade shows in the tri-state area: Philadelphia – USP Fall Fest, Glucose Screening New Jersey New York

17. MARKETING MIX Promotion Facebook Promotion Facebook Group Fan Page Online Blogs and Forums Twitter Accidental Exposure via: Trade Show Tables Health group events Examples: Fall Fest Glucose Screening at USP

18. MARKETING MIX Price “Medical Jewelry for all lifestyles” Range from $60 to $600

19. IMPLEMENTATION Each member of HCAY is responsible for a specific task and it is essential for that specific person to have a plan of action and a completion target date for the task Having a plan of action with the appointed task ensures that the details are clear and that person accountable for the task will complete the task on time and on budget

20. IMPLEMENTATION

21. IMPLEMENTATION Facebook Event Amy Yu She is responsible for creating a Facebook event for Medic Design and invites others to join. This is a part of HCAY’s advertising strategy and to introduce people to Medic Design. There is no required budget for this plan.

22. IMPLEMENTATION Facebook Fan Page Huong Nguyen This page is a social media network that allows Medic Design to communicate, advertise, and get feedback from the consumers. There is no required budget.

23. IMPLEMENTATION Twitter Cindy Tam It is a social media network that allows Medic Design to advertise and communicate with the consumers and health organizations There is no required budget.

24. IMPLEMENTATION Blogs and Forums Yina Yun She is responsible for signing up for all the health blogs and forums and created post on awareness for medical ID jewelry, specifically Medic Design Yina is required to include a brief description of the business and why is there a need for medical id bracelets. There is no budget required.

25. IMPLEMENTATION Fall Fest There were many things that needed to be done such as: The decorations for the tables Making Posters Arranging the table layout Printing out the brochures Handing the brochures out to customers Explaining to them about medical id bracelets, specifically Medic Designs. The budget for the Fall Fest was $110.00 because HCAY needed to buy the decorations for the tables.

26. IMPLEMENTATION Fall Fest

27. IMPLEMENTATION USP Glucose Screening Event HCAY Things need to be done for the USP Glucose Screening are: Decorating the tables Printing the brochures for Medic-Designs Handing out the brochures to customers Explaining to consumers about medical ID bracelets, specifically Medic-Design The budget the budget was only $5.00 because HCAY was able to use the table decorations from the Fall Fest

28. IMPLEMENTATION USP Glucose Screening Event

29. EVALUATION & CONTROL USP Fall Fest (October 17) Most successful event Over 60 people stopped by the Medic-Design table 14 people signed up for the Medic-Design email list Set up and location of the table made people interested in Medic-Design Flowers, candy, flyers, business cards, posters, laptop Located at the entrance of the event No internet access or purchase forms created a set back Accidental exposure

30. EVALUATION & CONTROL Facebook Fan Page Successful viral marketing Easy to access Increases awareness for Medic-Design Pictures of products on page Add testimonials Twitter Created affiliations with other medical groups on Twitter

31. EVALUATION & CONTROL Blogs and Forums Not as successful Poorly implemented (could not advertise) A good medium for accidental and intentional exposure USP Diabetes/Glucose Screening (November 19) Not as successful Only USP students and faculty attended About 20 people stopped by the table

32. EVALUATION & CONTROL Future Marketing Strategies Be a speaker for an event at a school- USP, DREXEL, UPENN (alumni), HMS Presentations at universities during a Health Awareness Week or similar Create affiliations with health organizations such as the American Diabetes Association or similar Participating charity events like the American Heart Walk and the American Diabetes Walk Promotional items , such as the first aid kits that we are handing out with the Medic-Design logo and website

33. REFERENCES http://www.medic-design.com http://www.facebook.com/medicdesign http://www.twitter.com/medicdesign http://www.healthboards.com http://www.ehealthforum.com http://www.americanmedical-id.com/ http://www.medictag.com/ Peter, J. Paul, and Jerry C. Olson. Consumer Behavior (McGraw-Hill/Irwin Series in Marketing). 7th ed. New York: McGraw-Hill/Irwin, 2005. Print.