Brief Marketing Plan Outline
I. Executive Overview
A. Kidney Knowledge for Care will explain Chronic Kidney Disease in the African American community and the importance of obtaining knowledge about the disease.
1. Kidney Knowledge for Care is currently an online non-profit organization based in Baltimore, Maryland. The focus of the program is to provide educational resources to African Americans who want to learn about chronic kidney disease. The program is tailored to provide information for people to become advocates for themselves and their loved ones.
2. Kandice Oakley, the creator of Kidney Knowledge for Care, is a Masters of Public Health graduate and a certified Kidney Health Coach. She has collaborated with patients who suffer from kidney disease in her current position as a Research Assistant. All the educational resources shared at the program is derived from evidence-based publications and other reliable health organizations.
B. Preventing and managing Chronic Kidney Disease (CKD).
1. The priority population at risk are all African Americans.
2. African Americans are one of the most susceptible cultures to developing CKD.1
C. Supply educational resources and networking opportunities for African Americans to learn more about preventing and managing chronic kidney disease (CKD).
1. Goal- African Americans will become advocates for themselves by using the kidney information provided by Kidney Knowledge for Care.
2. Objective- Within a year of using educational resources from Kidney Knowledge for Care (KKC), 25 people will provide testimonials of how their lives have changed by the implementing suggested behavioral health changes from KKC.
3. Describe the project outcome of your intervention.
a. Short term- African Americans will understand the importance of becoming an advocate and learning about chronic kidney disease.
b. Long-term- After 1-3 years of using KKC, there will be a decrease in the statistics of AAs dying from End-Stage Renal Disease by 5-10%.
II. The Customers (Market Review)
A. The intended primary target audience is African Americans diagnosed with CKD. Especially, those who specifically fall under the characteristics listed below.
1. Behavioral—African Americans who are diagnosed with CKD and are not engaging in any healthy lifestyle changes that will help manage their diagnosed CKD. (ex. Smoking, drinking, eating foods high in sugar and fat, no exercising or improper sleeping habits.)
2. Cultural- Many African American families have church gatherings and family functions where hypertensive and diabetic foods that are not beneficial to CKD prevention or management are consumed.
3. Demographic—Patients without access to health education resources. CKD is highly prevalent in patients who are in a lower SES. Mainly because of the absence of health care access or other resources to help cope with health conditions and life.
4. Physical— African Americans with type 2 diabetes. “The most common type of diabetes in the African American population is type 2 diabetes.”1 The disease can be developed from family history, obesity and physical inactivity, and impaired glucose tolerance.
5. Psychographic— Patients with End Stage Renal Disease. “ESRD, the last stage of CKD, is a contributing factor that greatly relates to depression in patients because of the inability to cope with health diagnosis.”2
B. The intended secondary target audience is for any African American wanting to learn about CKD prevention and management.
III. The Product (Product Review)
A. Promoting health advocacy for African Americans.
1. Lifestyle behavior tips and information tailored to the African American culture to help prevent and manage CKD.
2. Health improvement and sustainability tactics for AAs diagnosed with CKD.
3. Unlike other kidney disease programs as the National Kidney Foundation (NKF), Kidney Knowledge for Care solely focuses on the African American culture. This is important because African Americans are the most susceptible culture to the disease.
B. The unique characteristic of this service is that it only caters to addressing the behavioral, culture and psychographic behaviors that can lead to healthy lifestyle changes for CKD prevention and management.
IV. Strategies
A. Position
1. KKC wants to portray a positive image of the African American culture health status. KKC is not intentionally excluding any other culture but the focus is to help AAs understand the seriousness of CKD within the culture.
2. The unique selling point will be for interested individuals to realize, despite health statistics, there are programs available to promote advocacy for health awareness for CKD.
B. Product
1. Printable education resources, informational videos, and networking opportunities.
2. Necessity: KKC acts as a support system for African Americans to become aware of CKD. Using information from their physicians and KKC provides can promote a successful outcome for CKD patients.
C. Price
1. Price: The services offered are free.
2. Value: The information is valuable because it can promote health advocacy and promotion for kidney disease in AAs.
D. Promotion
1. Selling points: Are you suffering from chronic kidney disease or know someone who has CKD? KKC offers FREE kidney health education and networking opportunities that can help to prevent and manage CKD.
2. Promotional places (Channels): Place advertisements on other kidney program websites as the National Kidney Foundation and American Kidney Fund, FM radio stations in Maryland (95.1, 95.5, 92.3 and 104.3), post flyers in nephrology units in the state (Johns Hopkins Hospital and University of Maryland) and attend community advisory board meetings.
V. Budget
A. One-year projection budget: $4,700.
1. Itemize with unit costs
a. Subscriptions to access evidence-based articles (ex. Annals of Internal medicine and American Journal of Kidney Diseases)
b. Marketing costs
c. Events and Promotions
c. Events and Promotions
2. Subscriptions could cost around $1,200/ year (subscriptions are approx. $200 per journal) and marketing cost $2,000/year (advertising on radio, printouts, advertise on various websites). $1,500 (planning local events and fundraisers)
B. Justify your budget with explanations for the need of projected items and costs. The projected items and costs are needed for KKC to provide education to all African Americans that access the website. Marketing strategies are highly beneficial for people to learn that the intervention program exists.
References
1. African Americans and kidney disease. National Kidney Foundation website. https://www.kidney.org/news/newsroom/factsheets/African-Americans-and-CKD. Updated January 2016. Accessed December 9, 2018.
2. Fischer MJ, Kimmel PL, Greene T et al. Sociodemographic factors contribute to the depressive affect among African Americans with chronic kidney disease. Kidney Int. 2010;77(11). 1010-19.
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