WVU IMC Integrate 2012 Conference

Morning 2 Breakout Sessions

Time: 11 a.m. – Noon
Location: Life Sciences Building on WVU’s downtown campus

Direct and Interactive Marketing: It’s Results That Count

David Marold
Life Sciences Building
This session leads you through the essential elements of Direct and Interactive Marketing, its role in IMC and why real results, including ROI, are essential. We will also discuss the importance of testing with examples of what is working and what is not. Additionally, potential pitfalls, roadblocks and how to overcome them will be reviewed.

In this presentation you will:
  • Learn direct and interactive marketing’s role in digital media, about its continued growth, how it fits and why its ability to break through the clutter is essential in many IMC promotions.
  • Understand the importance of testing and a quick way to determine sample sizes.
  • See real world examples and learn how to avoid common mistakes.
  • Learn why less is many times more in consumer decisions.
  • Bonus takeaway: Gain insight into what results are relevant and what are not.

The Rapidly Expanding, Ever Complex World of Healthcare Marketing

Presented by Julie Harding
Life Sciences Building
Billboards encouraging healthy eating…hospital seminars teaching smoking cessation…favorite pharmacies inviting you to join a “loyalty” program…as a consumer, you are daily exposed to an immense amount of messaging from healthcare organizations. Now, check out the marketing side of things. With healthcare reform and the aging population as a backdrop, this session will introduce you to the rapidly expanding practice of healthcare marketing.

In this presentation you will:
  • Understand the healthcare industry, including the basics of health issues/illnesses, and why health communication and marketing campaigns differ from other types of IMC activities.
  • Familiarize yourself with the three types of healthcare marketing.
  • Learn the most popular health models and theories used in healthcare marketing.
  • Familiarize yourself with how target markets are segmented for healthcare marketing messaging.

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IMC Integrated Marketing Communications Master's Degree Program
Perley Isaac Reed School of Journalism | P.O. Box 6529 | Morgantown, WV 26506-6529
Phone: (304) 293-6783 | Fax: (304) 293-4623 | Email: imcprogram@mail.wvu.edu

Accrediation