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首页> 外文期刊>International Journal of Pharmaceutical and Healthcare Marketing >Israel Cancer Association: promoting the fight against breast cancer with IMC strategy
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Israel Cancer Association: promoting the fight against breast cancer with IMC strategy

机译：以色列癌症协会：通过IMC策略促进抗击乳腺癌

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摘要

Purpose – The objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy. Design/methodology/approach – This paper is based on a field-based case study. In-depth interviews have been used for data collection with the CEO, marketing management and spokesperson. The case is presented in a chronological order and presents the move from a corporate identity based on monolithic approach to an endorsed corporate identity strategy. Findings – Results of the new communication process showed that the percentage of people in the general Israeli public who perceive the ICA as an organization that has the objective to fight against breast cancer has increased by more than 20 percent since the campaign was launched. As a result of the association's focus over the past five years on promoting the fight against breast cancer, the amount of money it has raised among the general public and businesses has risen by 15 percent since the start of the new promotional campaign. Research data show that the percentage of women being checked jumped from 50 to 62 percent during this period. Originality/value – This marketing approach has increasingly become the modus operandi of cancer associations throughout the world. These associations have moved from their out-dated work patterns to IMC strategy approaches. Other non-profit organizations pondering the issue of how to cope with a large number of objectives, on the one hand, and many target audiences, on the other hand, may find this framework useful.
机译：目的–本案例研究的目的是通过综合营销传播（IMC）策略，介绍以色列癌症协会（ICA）的重点方法，以推广抗击乳腺癌的概念。设计/方法/方法–本文基于实地案例研究。与首席执行官，市场营销管理人员和发言人进行了深入访谈，以收集数据。该案例按时间顺序介绍，并介绍了从基于整体方法的公司标识到认可的公司标识策略的转变。调查结果–新的沟通过程的结果表明，自从运动发起以来，以色列公众中将ICA视为旨在对抗乳腺癌的组织的百分比已增加了20％以上。由于该协会过去五年专注于促进抗击乳腺癌，自新的促销活动开始以来，该协会在公众和企业中筹集的资金已增加了15％。研究数据显示，在此期间，接受检查的女性比例从50％跃升至62％。原创性/价值–这种营销方法已越来越成为全世界癌症协会的作案手法。这些协会已经从过时的工作模式转变为IMC战略方法。其他非营利组织一方面在考虑如何应对大量目标的问题，另一方面在思考许多目标受众的问题时，可能会发现此框架很有用。

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