Using the groundwork from all prior modules in the course, we are now ready, in Module Five, to discuss the various marketing techniques used for promotions. The promotional mix represents the combination of techniques used to communicate with customers and potential customers to promote an organization, product, or service. Traditional promotional activities include public relations, advertising, personal sales, sales promotion, and direct marketing.

In addition to traditional marketing techniques, electronic and social media marketing have emerged as primary means for promotions and communications. Electronic media is the broad term used to describe communication methods that rely on internet technology. Some forms of electronic media are used for one-way communication (e.g., websites, podcasts, e-advertisements), while other forms involve two-way interaction between and among consumers and organizations. These two-way communication methods represent social media marketing and are a growing area of focus for marketing professionals.

We will also consider the recent, emerging, and growing field of social media marketing. Social media is an umbrella description for a variety of communication methods enabled and supported by internet technology, such as social networking, blogging, and podcasting, to name a few. Social media are distinct from traditional media in how they connect people and allow direct interaction among a community. In this module, we review the considerations, advantages, and concerns related to the use of social media marketing in healthcare.

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