Marketing Plan Outline

I. Executive Overview
A. The health communication intervention has been organized to facilitate informed
decision making for Ashkenazi Jewish women with a family history of breast
and/or ovarian cancer.
1. Know Your Genes Foundation; an advocate for genetic counseling
2. The Foundation has partnered with a local genetic clinic under the Virginia
Association of Genetic Counseling
B. The priority population needs to understand the nature of breast and ovarian
cancer, their risks and prevention, and treatments available.
1. The priority population is 18-40 year old Ashkenazi Jewish women living
within urban Central Virginia and the surrounding rural areas.
2. The priority population is not aware of easy access to genetic counseling in
their area.
C. Genetic counseling is an important option in completing a risk assessment for
breast and/or ovarian cancer.
1. BEHAVE Form of addressing goals and objectives
a. In order to help: Ashkenazi Jewish women in Lynchburg, VA and
surrounding counties
b. To: Use genetic counseling services
c. We will focus on: maximizing early detection of breast and ovarian
cancer, and minimizing lack of awareness of genetic counseling services
d. Through: promoting genetic counseling services via media campaigns
during awareness months, a cancer survivorship class, an established
newsletter, posters, brochures, and seminars
2. Seminars will be conducted to incorporate identification and surveillance
strategies for women at an increased risk of breast and ovarian cancer. There
will be opportunities to participate in prevention and early detection clinical
trials.
3. The outcome evaluation of the intervention will show the attainment of the
program, the success of using communication channels, an increase in
knowledge of how to face the problem, and encouraging future collaboration
with other local organizations.
a. Short term: The target population will execute steps to prevent
procedures to delay breast and ovarian cancer
b. Long term: The target population will be able to identify the nature of
breast and ovarian cancer, risks, prevention and treatment procedures, and
demonstrate a positive outlook on cancer diagnosis
II. The Customers (Market Review)
A. Primary target audience segmentation: Ashkenazi Jewish women
1. Behavioral They are moderately health conscious, and read health-related
print material, follow news daily for health information, and attend
informational meetings
2. Cultural They are Jewish descents from Germany, France and Eastern
Europe, and they either practice Judaism or Christianity
3. Demographic They are all high school graduates and have some tertiary
education experience, most work within the urban community, and they live
either in the urban community or surrounding counties
4. Physical These women are between 18 and 40 years, have a family history
of breast and/or ovarian cancer, and suspect themselves or a family member
carries a BRCA 1 or 2 mutation
5. Psychographic Most of these women are married and have children, and
have a negative outlook on breast and ovarian cancer
B. Secondary target audience: Healthcare professionals who serve the urban and
surrounding rural communities are aware of the cancer risks to the target
population, but some are unaware of genetic counseling services available.
III. The Product (Product Review)
A. Genetic counseling is the intervention service
1. A counseling session to understand the nature of cancer, risk assessment,
prevention and treatment procedures available, and genetic testing
2. It facilitates informed decision making for early detection and diagnosis
3. The local genetic clinic is the only facility in our area that could render
services to the target community
B. Genetic counseling is suggested before undergoing genetic testing so that options
are known preventing unnecessary costs for procedures not needed.
IV. Strategies
A. Position
1. Imaging: Through program awareness, we would like to see an increase in the
proportion of women aged 18-40 with cancer-related family history whom
receive genetic counseling
2. Distinctiveness: The unique selling points are the cancer survivorship class, a
publication in an established newsletter, and the clinical trials
B. Product
1. Features: A gift card incentive will be emphasized especially during the
seminars to get participants involved in the clinical trials leading to a free
genetic counseling session
2. Necessity: The target audience is informed on prevention, early detection and
treatment procedures concerning breast and ovarian cancer. They do not have
to accept chemotherapy and radiation as the only options if at risk of cancer
C. Price
1. Price: There are no financial costs to the primary target audience but there are
behavioral and psychological costs. Participants must make the effort to attend
the seminars and genetic counseling, and adopt positive thinking. The
secondary target audience will be charged a $30 registration fee for the
seminars
2. Value: The primary target has much to worry about when it comes to cancer-
related costs so free services will be more inviting. The efforts made
behaviorally and psychologically will help them to fight for survivorship if
diagnosed

D. Promotion
1. Selling points: Know Your Genes Foundation will educate participants on
pedigree construction, cancer susceptibility genes, what is genetic counseling
and testing, in addition to a tobacco-free lifestyle, nutrition, regular exercise
and maintaining a healthy body weight
2. Promotional places (Channels): A press release will be mailed to WSET.com,
and ABC 13. There will be an audio and visual public service announcement
on the above broadcasting stations, and WROV 96.3 FM, 100.9 WIQO,
WLNI 105.9 FM, Spirit FM, WJJX 102.7 FM, and the Lynchburg Radio
Group. Posters and brochures will be distributed to local healthcare offices in
Lynchburg city. In addition, the Alan B. Pearson Regional Cancer Center
newsletter will have a publication on genetic counseling and the seminars
each month.
V. Budget
A. One-year projection costs associated with advertising and promotion: $35,864.25
1. Radio PSA free airtime = $0
2. Television (2) PSA - $4500/month for 2 months = $18,000
3. OfficeMax custom-made brochure cost - 25 for $49.99 (50 packs) = $2499.50
4. OfficeMax custom-made poster cost - $10.99 each (25) = $274.75
5. Alan B. Pearson Regional Cancer Center newsletter publication - $45 for 2
months = $90
6. Walmart gift card (grant funded) 300 people/year for $50 each = $15,000
B. The television PSAs are necessary promotional tools during both breast and
ovarian cancer awareness months. Many women are supportive of events
advertised around those times of the year. The OfficeMax brochures and posters
are cost effective and are professionally produced. Our foundation has used
OfficeMax in the past and we receive discounts on supplies needed. The
newsletter is well established in the community and many families affected by
cancer subscribe to it monthly. The Walmart gift cards are a good incentive for
full participation in the seminars and clinical trials, which leads to a free genetic
counseling offer for trial only participation.