You have designed a new service for patients who have had heart surgery and are 65 years or older. It is a combination medical device that captures real-time health measurements and a mobile app to present these measurements (call it Murham). There are 2 interfaces with the mobile app - patient and healthcare provider Murham(Patient) and Murham (Provider)). Patients access the app to track their measurements and can be alerted to risk points so that they can adapt their behavior (i.e., if running and heart rate increases too quickly then an alert would sound indicating such and to take action to slow it down). The app for health care providers is also valuable as it enables health care providers to use this measurement data in order to monitor trends, send messages to patients and gather insight to personalize treatment based on these measurements (e.g., change dosage of medicine). The device costs $899 to purchase and will last 4 years before it needs to be replaced. The app is $20 per month per patient and once the patient account is setup a free version linked to the patient is available for the health care provider to download if they so desire. Please note that currently the medical device is not covered under either federal, provincial or employee benefit plans and as such all costs are fully paid by the patient. In addition, health care providers are not compensated for use of this service. You are a marketing consultant advising the owner of Murham on how to go to market. While you have some reservations about this approach of developing before assessing the market, your recent research suggests that there is an opportunity worth pursuing here. Your task is to prepare a comprehensive integrated marketing communication program(IMC) for Murham for the upcoming year to achieve the forecasted goal of $3 million in total annual sales in the upcoming year? (Worth 10 points) Your budget for IMC is $1.2 million in order to achieve the goal. Keep in mind the various audiences and their buyer behavior. Prepare a mix of marketing communications that will enable your target market to accelerate themselves through each step in the buyer process. Please note any assumptions that you make. Pay attention to the financial realities as you think about forecasts and spend. Feel free to make decisions/assumptions on the total $ spend required to achieve the forecast. NOTE: bullet points are fine; tables are fine; yet be specific using case facts and be sure to note any assumptions that you make in your analysis