Michael T. Bell June 2, 2008

 Mayfair Medical Group – founded in 1985  Dr. Thomas Amason, Dr. Harry Register, Dr. Judith Habeeb, Dr. Richard Huie  Children’s Health System acquires practice in 1998, for an undisclosed amount.  Medical office - renovated and expanded

 New Patient enrollment has become stagnant.  Current patients are becoming ineligible for pediatric care because of age.

 Begin a positive public relations campaign to increase new pediatric patients.  Retain children from infancy until college graduation; at which time pediatric care ends.  Become more known to the community.

 In order to achieve the goals of the campaign, the objective is to advertise Children’s Homewood Office through various media outlets and special seasonal community events.  The first media outlet would be a website tailored to the practices needs.  Television commercials and radio spots would be used.  Greeting cards would be used to invite friends and family of current patients to come visit the doctor of their choice at a discounted rate for initial appointment.  Newspaper and magazine articles will be placed in the local print media about the practice and each individual physician.

 The main audience will be families in the Homewood, Hoover, Mountain Brook, Vestavia Hills and Southside/Downtown area.  Special emphasis will be placed on new parents.

 Start campaign with a summer “PR Blitz” that will use television and radio ads to emphasis the importance of healthcare during the summer months.  New website opened with “PR Blitz”.  Host community events starting with picnic and fun-day for families in Homewood Park.  Begin to use mailers to encourage area families to bring in their children for discounted yearly check-ups before returning to school.  Submit articles to The Birmingham News, Lipstick Magazine, The Birmingham Times, Birmingham Magazine, etc.

 The campaign will last 5 months June – Beginning of “PR Blitz” television and radio website July – Community Picnic at Homewood Park mail cards to area families Newspaper articles August – Back to School Family Outing at Oak Mountain State Park Magazine articles September – In-school seminars for students about health issues October – Healthy Halloween Masquerade Ball for families and the Museum of Art

MEDIACOST Website$500 TV Commercials$1000 Radio Ads$500 Mailers$300 Articles$0 EVENTCOST Homewood Park$1000 food, $1000 ent., $150 rental Back to Oak Mountain$1000 food, $1000 ent., $500 rental, $500 miscellaneous Seminars$500 gas, $1000 pamphlets - prizes Healthy Halloween Ball$1000 food, $1000 decorations, $1000 staff, $2500 jazz band, $1000 gifts TOTALS MEDIA - $2,300 EVENTS - $13,150 TOTAL - $15,450

POLLS SURVEYS NEW PATIENTS

Amason, Dr. Thomos G. (2008, May 28). [Increasing New Patients] Bell, Etta R. (R.N.) (2008, May 28). [Increasing New Patients] Mayfair Medical Group. (2008, May 28). Mayfair Medical Group Overview 1996