c




 
 










UK prostate cancer is a charity in not-for-profit sector providing support services for prostate cancer
sufferers. However to develop a two-way-communication with all customer groups is subject to numerous
challenges.


 
 


Communication is one of the most human activities and the role of marketing communications is
generally to convey message to all stakeholder groups. Uk prostate cancer charity͛s stakeholders are:

`V Clients
`V olunteers
`V ¦onors(financial support)

Each group require a marketing communications that are directed and targeted specifically at them to
address their particular perceptions, attitudes and understanding of what prostate cancer charity is all about.
At a particular level, the ¦
 model can be applied to consider the charity͛s current position (Fill, 2006) with
the purpose being to:
¦ifferentiate
emind/reassure

nform
ersuade

 

UK prostate cancer charity increasingly finds itself in competition with other organizations all
competing for support in terms of time and money. As such, UK prostate cancer charity needs to
differentiate itself from its major competitors which are prostate cancer research foundation &
.this is to ensure that they receive sufficient funding and support to maintain and increase their level of
service.

The UK prostate cancer charity have now create and will build a higher profile ind its own
specific corporate identity that offer a support for sufferers, such as the confidential helpline, the only nurse-
led dedicated prostate cancer helpline in UK.this allows the charity to differentiate itself from the
competitors and provides evidence of why people should choose Uk prostate cancer charity to give to them
and not to others. for example, information is now consistently available & regularly updated in the website
and newsletter ,all of these will enable uk prostate cancer charity to stand out from the rest



 
 UK prostate cancer charity needs to reassure stakeholders of the benefits of providing support to
patients
Although, pharmaceutical companies are reluctant to offer support in researching the area of
prostate cancer, UK prostate cancer could work with university researchers to give more credibility and
justification for their support.

  

One of the elements of marketing communications is to get all stakeholders into the philosophy of
the organization.
n the case of uk prostate cancer charity, all stakeholders must be informed of the integrity
trust and confidentiality of all parts of the organizations for donors who do not want to be identified, to
clients who seek anonymity. These messages can be delivered effectively via newsletters and the web where
online discussions can link consultants and Gs. this can be further communicated through leaflets in
doctor͛s surgeries and talks to groups in the community.

 



n normal circumstances, the persuade part of this model is to enter into exchange relationship.
However, UK prostate cancer charity does not want to over stimulate demand for services that cannot
currently be met. Therefore very careful targeting of the message to ensure future development without
increasing dramatically the number of client referrals.

!
Overall marketing communications for UK prostate cancer charity must be integrated, seek to
inform the stakeholder groups of its key message , culture and belief and must contribute to the overall
mission of the organization.