These respective communication strategies are set forth in Table 2 below.
Table 2
Collaborative and Autonomous Marketing Communication Strategies
Collaborative communication strategy
Autonomous communication strategy
Interaction is frequent and prolonged with bi-directional flows of data through informal media, and direct efforts to change behaviour through requests, recommendations, promises, and appeals to legal obligations
Interaction is infrequent and mostly unidirectional and formal, concentrating on indirect efforts to change the beliefs and attitudes about the desirability of intended behaviour with no specific request for action (e.g. discussion of general business issues and operating procedures)
The structure is relational (joint planning, long-term perspective on high interdependence) with a supportive climate and a symmetrical balance of power.
The structure is centered on discrete exchanges on an ad hoc basis with a short-term orientation and low interdependence.
Source: Varey 2002, p. 139
Details of the Communication Method
Strategy for each Marketing Communication method selected.
Collaborative communication strategy. This communication strategy will be used with the company's strategic business partners.
Autonomous communication strategy. This communication strategy will be used with the company's existing medical community clientele as well as with potential clientele.
An outline of costs involved. The costs associated with the development of effective marketing campaign materials for these two communication strategies are estimated in Table 3 below.
Table 3
Estimation of Respective Costs for Collaborative vs. Autonomous Communication Strategies
Communication Strategy
Initiative
Projected Costs
Collaborative communication strategy
1. Implementation of a company-sponsored intranet that provides strategic business partners with access to sales forecasts, promotional materials,
The costs of this type of intranet range of zero for open source applications to between $3,000 and $4,000, depending on the level of in-house expertise available (Spoolstra, 2009).
2. Distribution of graphical presentation of Anthology Hip Replacement System to business partners highlighting their superior qualities and functionality in restoring range of motion using PowerPoint presentations on DVDs and CDs.
Typical costs of a professionally produced PowerPoint presentation by third-party providers begin at just $99, and even highly sophisticated versions can be produced for slightly higher but still relatively modest amounts (TaskForce Presentations 2011). The costs...
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