Imagine you work for a marketing firm and you have been assigned to work with a new health care client. The client needs help with a communication strategy for a new product they are launching soon.

Choose 1 of the following initiatives:

• Health spa launching a new weight loss treatment
• Insurance company launching a new medical product for the exchange
• Hospital system launching a new diabetes program
• Medical device manufacturer launching a new metal alloy prosthesis
• Select your own company and product with approval from your instructor

Create a 12- to 18-month communication strategy for your client. You may use a communication strategy template or you can create your own. In your strategy:

• Differentiate between the types of communication that could be used when marketing to different generations.
• Describe how you will use an integrated campaign to reach your target audience.
• Compare successful industries and how they leverage transparency. Describe how you can apply that to your strategy.