TAMPERE UNIVERSITY OF TECHNOLOGY

Faculty of Business and Built Environment

YEHIA RASHED

GURREILLA MARKETING IN HEALTH INDUSTRY

Seminar Report

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ABSTRACT

Marketing plays a vital role in any company’s success in nmodern econmy. Companies

adapt various methods to market their products to their targeted customers. However,

market competition motivate the companies to maximize their marketing plan

spending a lot of their budget, in addition other competitors may emulate their plans or

modify them gaining competitive advantage.

The objective of this paper is to show the value of guerrilla marketing in promoting the

target products while going unnoticed by competitors, and reaching the strategic

customer with preserving as much as possible of company’s budget.

Guerrilla marketing with its various techniques is shown through this work that it can

save unnecessary costs, and protect the company products when applied efficiently. An

added advantage of guerrilla marketing is its verstaility in different sectors such as the

public sector and the health sector.

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PREFACE

The paper focuses on understanding guerrilla marketing and its diverse techniques.

The adapting of this marketing technique in the health industry to reach the target

efficiently.

I would like to thank Dr. Jouni Lyly-Yrjänäinen for his advice, patience and guidance

throughout the execution of my work.

Tampere,

Yehia Rashed

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TABLE OF CONTENTS

ABSTRACT ____________________________________________________________ ii

PREFACE ____________________________________________________________ iii

1INTRODUCTION ______________________________________________________ 1

1.1 Background __________________________________________________ 1

1.2 Objective of the Report _________________________________________ 1

2 RESEARCH METHODS AND PROCESS ________________________ 2

2.1 Research Methods _____________________________________________ 2

2.2 Research Process ______________________________________________ 2

3 THEORTICAL BACKGROUND ________________________________ 4

3.1 Marketing and Marketing Communication _________________________ 4

3.2 GurreilaMarketing ____________________________________________ 5

3.3 Concepts of Purchasing Behavior_________________________________ 6

4 GUERILLA MARKETING IN HEALTH SECTOR ________________ 9

4.1 Medical Dispenser Technology _____________________________________ 9

4.2Innovative Marketing ____________________________________________ 10

4.3Reaching the Targeted Customers _________________________________ 12

5 CONCLUSIONS _____________________________________________ 13

REFERENCES _______________________________________________ 14

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1INTRODUCTION

1.1 BACKGROUND

Fierce competition between companies in modern econmy makes it hard to achieve

aimed profit. Especially, in small businesses with their limited resources at their

disposal to invest in marketing. This is the main reason for companies to make creative

marketing strategies inorder to achieve revenue, profit and market growth.

Guerrilla marketing in the business world nowadays is on the rise. Seeing that, more

and more small businesses are starting to use it with its unconventional strategies, and

tactics, for earning conventional goals big profit (Hancock, 2001). Moreover, guerrilla

marketing has an added advantage to turn the size of the competitors against them,

using flexibility, personal touch and high quality products to build one to one

relationship with customers that is unattainable by large firms ( Godin and Levinson,

1995). Guerrilla marketing techniques are being used by thousand of businesses of

different sizes nowadays.

Careful consideration should be taken before using guerrilla marketing approach in

strategizing the marketing plan, as it is effeciency and success in achieving its goal

depends on carful planning and taking in consideration that creative planning comes

with its risks.

1.2 OBJECTIVE OF THE PAPER

This report aims to study gurreilla marketing in health sector. Analyzing how

unconvential tactics can be employed in strateging low cost marketing plan with high

impact impression. Thus, the objective of the paper ...

…is to analyze communicating product benefits in the health care sector using

unconventional marketing methods.

Chapter 2 explains that unconventional communication is one of guerrilla marketing

tactics implemented to target the customers, show how to deliver information

regarding a product by investing time, creativity and energy.

Chapter 3 explains the purchasing behavior and how it is different in the public sector.

Finally, the special characteristics of the health sector and the different stake holders

involved in it.

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2 RESEARCH METHODS AND PROCESSES

2.1 RESEARCH METHODS

The study depends on the research methodology, and therfore a determinant factor in

the result. This approach used can be considered qualitative or quantitative approach

(Gummesson 1993). Quantitative methods may either deal with the study in matter of

Cause and effect viewpoint, reflection on specific varaibles hypotheses and questions,

use of measurment and observations and the test of theories. However the qualitative

approach relies on methods based on multiple meanings of indivdiual experiences,

meanings socially and historically constructed and with the willing of developing a

theory or a methodlogical pattern (Swanson and Holton, 2005). Nevertheless when

complex business environments were observed and studied carefully a priroitaization

was given to the effectivness of qualitative methods (Gummesson 1993). Researchers

quite often use five methods in order to preform researches when doing a specific case

study that would include existing materials, questionnaire surveys, interviews,

observations and action science.

When doing case studies for business environments existing material and actions

science are the two methods which have crucial impact in order to determine the issues

to be faced in the case. The existing material can be either qualitative, or quantitative

as well as emprical or theortical. Existing data can use various resources for example,

research reports, mass media reports, research articles, books, and statistics

(Gummesson, 1993). Existing materials may give some insight of how the product

behavior changes in the market. That gives the opportunity for the researcher to study

the information according to his prioritized needs. On the other hand when taking

action science approach it involves the researcher fully by making him an active

particpant during the process (Gummesson, 1993).

2.2 RESEARCH PROCESS

The outcome of the research in this paper can be thought of as a result of combining

both observation and use of the existing material. The process began with reviewing

previous studies on guerrilla marketing and innovative ways for doing marketing. The

project then initiated by viewing different possible layouts of the environment where

guerrilla marketing can be used effectively for startiging marketing plan. In previous

study conducted on guerrilla marketing the determining characteristics were the

deciding factors to adopt guerrilla marketing methodolgy.

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Furthermore, humor as one of guerrilla marketing methods was concluded to be a

determinant factor in the health sector in previous studies. Various customer

definitions, needs and approaches toward the product marketing were studied carefully

with the research supervisor to see the deciding factor when marketing a product.

What lies ahread in the next procedure is to develop a marketing campaign that is

unexpected and unforgettable for the customer in a way that distinguishes the company

from their competetors.

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3 THEORTICAL BACKGROUND

3.1 DECISION MAKING PROCESS

Different people play different roles in the buying process in an organization. The

roles differ due to their belonging to different functional areas in an organization

(Brennan and Canning, 2014). To influence the purchase decision successfully the

business marketer needs to know who the key member of the decision making unit are,

and what their specific concerns or requirements are in relation to the business

decision at hand.

This enables the marketer to formulate solutions to satisfy these individual needs and

minimize the perceived risk of the members making the decision (Brennan and

Canning, 2014). If the decision involves new purchases or modified rebuys, the

marketer has to have contact with the members of the members at an early stage of the

decision process. In doing so the supplier might be able to influence key decisions that

could subsequently determine supplier selection decisions.

Depending on the product to be bought and the buying situation, the decision members

unit will be more or less formal and will draw from the expertise and authorities of

different functions. Also the level of the responsibility within the organization (Smyth,

2014). Business marketers can use these two factors in order to determine which

managers across a range of departments might assume the different roles in making the

decision (Smyth, 2014). Trying to determine the influential member may prove to be

challenging for the marketer.

Moreover people in senior management positions might exert considerable influence,

the business marketer can try to identify employees who:

Work in boundary roles

Have close involvement with the buying center

Heavily involved in communication across functional areas

Have direct links with senior management

When marketers are able to know the people responsible for the purchase of the

product. The process of selling the product becomes significantly easier with lower

risks for the marketers in terms of conveying the right message to the right members.

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3.2 GUERRILLA MARKETING

The concept of guerrilla marketing revolutionized the way companies reach their

targeted customers in a cheap and efficient way. As stated by Levinson (1989), it is a

solid attack based on firm principles; the guerrilla marketing attack will motivate

people faster than standard marketing to buy what a business might be selling. It is an

unconventional way to market the product a company has to offer.

Figure 1. Schematic diagram about Guerrilla marketing characteristics.

All successful guerrilla marketing share five personality characteristics: patience,

aggressiveness, imagination, sensitivity, and ego strength. According to Levinson

(1989), the process would be in the following manner the first time a prospect sees an

advertisement (ad) it does not really do much. The message barely registers, but does

get noticed. After a couple of ads the headline may be read but all that generally

happens is that the prospect thinks he have seen it somewhere. This is when the

customers build some sort of familiarity with the company and begins to question

whether or not they need what is offered. Through perseverance and running the ads

for several month companies begin to form some sort of familiarity with the prospect

of having always a presence in the media the customers now have it all figured out and

they feel the company is dependable, just figuring out how the product can be used by

them.

Guerrilla marketing uses ambient, ambush, stealth and viral marketing techniques to

launch marketing attack. Ambient Marketing uses elements of the environment,

including physical surfaces to deliver a message to a customer as shown in Figure 2.

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Figure 2. Ambient Marketing.

Ambush marketing is the means by which an organization can capitalize upon the

awareness, goodwill and other benefits by relating or associating to an event without

having an official or direct connection to the event or the property. For example this

was the case in 1996 Olympics; it was thought that Nike sponsored the event

appearing in Michael Johnson's photo as seen in Figure 3. The surprise was that

Reebok was the official sponsor and their final ad went unnoticed this year due to Nike

`s ambush.

Figure 3. Ambush marketing.

On the other hand, Stealth marketing basically is entering the market by operating in a

secretive or imperceptible manner. People get involved in the campaign without even

realizing they are part of the campaign being done. One of most famous stealth

marketing still talked about was done by Sony Ericsson in 2002, marketing their new

camera phone T68i using 60 actors in 10 major cities to pose as tourists, couples, and

other regular people, asked strangers on the street to help them take a picture all the

while they talked enthusiastically about the device's new features and how to use it.

This campaign led to T68i rising to become one of the best selling phones of the year

in several countries. Figure 4 shows a picture from the campaign.

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Figure 4. Stealth marketing.

Viral Marketing is when individuals encourage others to try the product; it depends on

the travel of good news between customers it may be referred to as creating a buzz or

word of mouth it rapidly explodes to thousands of people. This was used in marketing

campaign of Blair Witch Project in 1999. Daniel Myrick and Eduardo Sanchez

designed a website stating that the horror/mystery scenario of the movie was an actual

missing people cases, and posting online messages to further spread the rumor.

Therefore, with only a budget of one million, the film grossed about 250 millions. The

figures below show some examples of different guerilla marketing approaches.

3.3 CONCEPTS OF PURCHASING BEHAVIOR

The purchasing behavior is one of the most important foundations to do a successful

marketing campaign, it is a description for the final purchasing process done by the

customers. The concept is based on various factors such as knowing who the buyer is

and how he thinks. This can be deduced through answering the following questions

(Jobber, 2010):

Who is important in the buying decision?

How do they buy?

What are their choice criteria?

Where do they buy?

When do they buy?

The answer to these questions help grasping in depth how the customer thinks.

However, the first two questions are the most fundemental in understanding the

targeted customer by the business.

Understanding the type of customers targeted by the business mainly lie in the area of

marketing communications. The customer who uses the product does not have to be

necessarily an influential member of the buying center, and sometimes he is not the

decision maker. Nevertheless, the end-user plays an important role in communicating

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with other members included in the buying process, and his prespective can act as a

compelling force during the decision making process (Hollensen and Oresnik, 2015).

The consumers purchase decision depends on the availability of products in the

market offered by the competitors, and the shopping places of the product. The

purchasing time is the time elapse between the descision and the actual act of

purchasing, deducing if their is some sort of pattern or behavior influencing the time of

purchase.

Professionals question how do customers react to the marketing efforts of the

company. In this process the company plans an active role by changing a lot of

variables under disposal (Hollensen and Oresnik, 2015). The company changes the

marketing mix to adjust to the demands required by the consumers. The more

successful the company is in matching the desired needs of the customers in the

market, the higher the demand made by the coustomers. There are a lot of disciplines

to understand the customer’s behavior. The model that best describes the consumer

behavior, and helps to understand it is the stimulus-organisms-response model (S-O-R

model) (Hollensen and Oresnik, 2015). Figure 5 below describes briefly the model.

Figure 5. S-O-R model.

Companies manipulate diferent stimuli to create a marketing mix that satisfies the

targeted customers, hence the response to the marketing strategy defines the success

the of the firm. These stimuli can be manipulated according to the characteristic of the

customers inteded for, which can be derived from demographics and psychographics

of the product or service place, the product or the service, or from the marketing

program established by the company to support the products and the services.

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Process/organism is internal process in the customer derived from, the emotinal

response such as positive and negative emotions, and the cognitive response

categorized into beliefs, categorization and symbolic meaning done internaly by the

customer affecting his descision. This priotrize the cause and effect relationships

involved in decision making. The consumer response in terms of changes in behavior,

awareness and attention, brand comprehension, attitudes, intentions and dectitate the

descion which in this case is the actual purchase. The created marketing mix

manipulate the stimuli of customers, showing fluctuations in the consumer response to

a service or a product. The result is the consumer may react better to the product, or

the services offered. As a result the consumer might change from one brand to another,

or from one product category to another. This leads to the changing the customers

purchasing behavior. Figure 6 belows shows the relation between guerrilla marketing

and S-O-R model.

Figure 6. Schematic diagram linking Guerrilla and S-O-R model.

The stimulus in this case for guerrilla marketing would be the uniquness of the

marketing being done, which is done based on the culture and the intended message to

be delivered to the audience. Then. comes the psychological factors which can be

influenced through the humor in the guerrilla marketing. Additionaly, The drastic

measures done by the company in order to attract the customers. Finally the response

of the customers which is affected by the attitudes, beliefs, buying behavior and

buying practices of the customers. This is attributed to guerrilla marketing main

characterstics, which are the customer benefits and the cost efficiency.

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4 GUERRILA MARKETING

4.1 MEDICAL DISPENSER TECHNOLOGY

In the health sector, time is of the essence and the main priority for health companies.

The rising need for assisting the patients with their medications, and shortage of the

staff needed for their aid has pushed towards industrial improvements. Evondos is a

Finnish company which produces and sells automated medical dispensers (Evondos,

2016). Below in Figure 7 is the medical dispenser.

Figure 7. Evondos machine

The client usually use different medications, that might be need to be adminstrated

several times a day. This means that it is easy to miss one of medication or one of the

doses and even might lead to overdosing. The Evondos automatic medicine dispenser

eliminates these concernn, and ensures that the prescribed medicine and doses is taken

at its time. In addition, The caregiver availability is not essential for this process,

which act as an added bonus to lift some of caregiver burden and responsbilities. The

automatic medicine dispenser as well gives instructions on how and when to take the

medicine.

The intended goal of the automated medical dispenser by its manufacturers is to

significantly save time for a lot of the nurses and medical workers for them to

efficiently use their time in other needed tasks. The company also provides

independency for the patients, and increases their privacy. Moreover, any errors done

by the human part would be eliminated due to automation of the dosage prescription to

the patient. This product will attract new customers to use the dispenser.

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4.2 INNOVATIVE MARKETING

The main reason that drove the health sector to reconsider how they are marketing

their product, is that consumers are becoming less responsive to advertising messages

from healthcare organizations that push the concept of one size fits all solutions.

Marketing has reached the point where it has to make the consumers feel that they

have some control, and that health insurers and the medical establishments are no

longer dictating the course of their health care (Healey and Marchese, 2012).

An example of a creative guerrilla marketing, is EIZO medical imaging which produce

high precision displays for the examination and diagnosis of radiographs. Whereas

craftsmen are showered with pin-up-calendars at the end of every year, it is one of the

less popular presents among the medics. In 2010, Medical imaging firm EIZO wanted

to come up with a catchy giveaway that highlighted their expertise in imaging. The

resultis a pin-up calendar targeted physicans in which show different x-ray photos of a

woman, promoted as follows ‘What you see is what you get‘. Figure 8 below shows the

calendar that EIZO used.

Figure 8. EIZO calendar.

Another marketing campaign for Alzeheimer was done in New-Zealand in where the

erasers were hollowed out and fitted with USB memory sticks. The message displayed

on the top is Alzheimer’ erasers your memories. Save them.’ On the reverse side was

the Alzheimer New Zealand logo and the website alzheimers.co.nz.as shown in Figure

9 below.

Figure 9. Alzeheimer USB Stick.

Humor

Unique

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Figure 10 below shows Parkinson disease campaign, where a simple game is left but

hard to win in it, clarifying how slowness, rigidness and shaking limbs often

associated with Parkinson `s disease makes everything hard even if it is simple. At the

same time collecting $1 coins to fund help Parkinson’s Victoria’s research. This

campaign succeded in collecting In the first 12 hours over $5000.

Figure 10. Parkinson Victoria.

Figure 11 shows the swiss councer foundation marketing making a human form

covered in sticky notes at public swimming. People are free to grab those papers which

states how people need to be aware of sunlight dangers and exposure may cause skin

cancer. In addition, to instructions of how to protect our skin from the sun.

Figure 11. Swiss Cancer foundation.

Figure 12 shows this cheap and easy dentist guerrilla marketing campaign which

features lockers in highschool sorted out like teeth and whenever anyone opens his

locker it appears as if someone has a cavity.

Figure 12. Cavities ad.

Unaware

Unique

Humor

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According to ad agency DDB Asia Pacific, The logo of Instagram among others

published in TODAY newspaper in the campaign for Singapore’s Breast Cancer

Foundation, with the supporting line “Checking your photos for likes isn’t a matter of

life and death, but breast cancer often is”. Figure 13 below shows the logo launched by

the agency.

Figure 13. Swiss Cancer foundation

Through examining different marketing campaigns in the health sector, it was clear

that Evondos campaign might include some innovative marketing by using the

machine in different public areas. In the figures below are some of the suggested

marketing campaigns, that can be done for the company to gain a competitive

advantage over the competetors. Evondos can successfully inform people of medical

dispenser by giving some knowledge of the product to the public.

Figure 14 shows Evondos machine in a pharmacy with its body around the queuing

machine, customers have to use in order to take their turn. Figure 15 is another

suggestion of using the body of the machine in the bus where customers check their

card before heading to their destination.

Figure 14. Evondos machine in pharmacy.

Customer

Benefit

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Figure 15. Evondos machine in bus.

Depending on the environment the Evondos machine is being marketed in. The

product shape and design would differ to match the environment as much as possible.

The design can be used differently accordingly to convey the message as smoothly as

possible.

4.3 REACHING THE TARGETED CUSTOMERS

Nurses in Finland are paid approximately €36 per hour, and according to the statistics

in Finland there are 95,476 elderly needing regular home care in Finland (Fogarty,

2011; Statistics Finland, 2012). If the nurses are appointed for approximately 3 hours

per week for each of these elderly, approximately € 536 million is spent every year on

payment to nurses (Mukherjee, 2012).

Using this medical dispenser would decrease dramatically the working hours for the

nurses. They would be able to efficiently use their time on other health care issues in

need of their time, such as spending more time with their patients, and see to their

needs appropriately. As an added advantage, it would help give the patients more

privacy, and self dependency instead of needing the nurses all the time to help them

with their medication.

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5 CONCLUSIONS

In modern economy fierce the main aim of any business in the market is to gain a

competitive advantage over their rivals to increase their customer base and gross

profit. This obliges the companies to strive to be innovative in their marketing. The

usual marketing campaigns aimed to make the brand relevant in the mind of

consumers, through investing heavily in the marketing process leading to huge loss in

company capital and not always proved to be successful.

The objective of this paper was showing that guerrilla marketing requires less capital.

At the same time introduce innovative methods of marketing giving a huge edge over

the competitors, which is proven to be effective. The guerrilla marketing depends

mainly on communication process, positioning the brand quite effectively in a

customer mind. The employed tactics would differ from one business to another, and

in this paper health sector was chosen as an example. An attempt in this paper has

been made to show that guerrilla marketing tactics can be used in formulating

marketing plan; the benefits are reduced marketing costs, with increasing the brand

awareness and attention to it. This alternative would also give a clear advantage for the

company over its competitors.

It was shown that guerrilla marketing technique would be a helpful tactic to market the

drug dispenser developed by Enzo. This is suggested to be through method used to

deliver the message intended to the customers, by using cheap, strong and effective

means. As a result, it will eliminate the need of high capital expenditure spent by both

patients and company, and will help in allocating the money in improving the health

care system and the product. Moreover, the process of increasing brand awareness

through guerrilla marketing would also help the company acquire more customers, and

increase its revenue.

A possibility in future research would be looking into the following. First, study the

response of customers to different guerrilla tactics used in health sector. Second,

investigate the effect of using guerrilla marketing on competitors. Last, exploring new

guerrilla tactics in health sector other than what has been done, trying to innovate new

techniques which can be employed, as for guerrilla marketing is all about innovation

and adapting to the surrounding environment to match customers' preferences.

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Hollensen Svend and Opresnikk Marc (2015). Marketing A Realtionship Perspective

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APPENDIX

Figure 1 shows a campaign made in Netherlands to increase people’s awareness of

obesity. Through using the bus stops people need to simply take a seat and they can

see how much they weigh. Increasing the people’s concern for their weight.

Figure 1. Fitness First campaign

The guerrilla marketing campaign launched in Netherlands was using ambient

marketing. The involvement of the surrounding environment is one of the tactics used

in guerrilla marketing which was clearly shown by using the bus stops.

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In Figure 2 below Brazil health secertariat turned used over 500 condoms to write

AIDS disease on a banner. A condom sampling turned into an awarness campaign for

the people. The more the people took condoms the AIDS word disappeared increasing

the awareness of the population.

Figure 2. Brazil Health awarness campaign

The campaign launched to increase the awareness about AIDS was using stealth

marketing. People sampling the condoms were involved in increasing the awareness.

The more condoms taken the more the word AIDS disappeared which is the aim of this

campaign.

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Figure 3 below shows a campaign held by the health department in Milwaukee in the

US. The aim of the campaign was to increase peoples awarness about babies health.

The public became aware of the importance of having cribs for their kids comfort.

Figure 3. Milwaukee campaign

The Milwaukee campaing was a form of ambient marketing. The environment was

used cleverly to convey a message to the public.