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Published byBrendan Higgins Modified over 9 years ago
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Presented by
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Dana Dunlap Brianne Kimmel Rachel Pankiw Brian Borstein Chelsey McGrogan Account Executive Account Planner Creative Director Media/MARCOM Director Associate Creative Director – – – – –
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Increase Akron Children’s Hospital Pediatrics patient volume Identify ways to promote pediatricians in their individual communities Identify ways to promote Akron Children’s Hospital Pediatrics through mass/traditional advertising The Challenge
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Research
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Research Objectives Understand the target audience’s path to purchase for its first child’s pediatrician Understand the target audience and its: –Daily routine –Psychographics –Media consumption –Purchase habits Understand current perceptions of ACHP
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Primary Research –In-depth interviews with target audience –In-depth interviews with an ACHP marketing communications specialist Secondary Research –MRI, eMarketer and Iconoculture –US Census, Ohio Department of Health, BabyCenter and MomConnection
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Target Audience First-time, expectant mothers Parents ages 25-34 in Northeast Ohio
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Health Care Resources
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Why Word of Mouth? 60% of WOM among pregnant and new moms carries it with a recommendation to buy, try or consider
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Word of Mouth Leaders Pregnant and new moms are prolific WOM agents for all categories 11 conversations per week about health and health care
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WOM conversations are overwhelmingly positive across the board –Positive outweighs the negative by a 10:1 ratio
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Shared experience Anonymity Rich content
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Motherhood ignites social media participation 68% increase of mom-centric social media use 44% use social media for WOM recommendations on brands and products 63% of moms use Facebook, Twitter and blogs 21% more likely than the general online population to blog
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Online Community Topics
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Online Moms 8 hours per week online Rely more on technology as a parent 70% of moms online participate in online communities 4 hours per week on social media
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Mobile Moms Moms are big users of smartphones 92% take their cell phone or smart phone everywhere Connected via this technology
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Key Findings Seeking information WOM is their primary form of communication Internet and face-to-face are secondary forms Looking for quality care that is close to home ”We care for your children as if they were our own” resonates ACH has a strong brand identity
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Key Findings Continued... Belief is that services are only available in Akron Little distinction between ACH and ACHP Unaware of pediatric services offered Secondary audience: –Dissatisfied parents and families
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SWOT Analysis
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Target Audience Persona Lindsay & Ricky
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Path To Purchase Awareness –Series of purchases –Third trimester Consideration –Location –Insurance coverage –Office hours –Scheduling process –On-site services –Hospital privileges –Solo vs. Group Practices
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Path To Purchase Preference –Events –Website –Direct mail –Newsletters Trial –Pediatrician interviews
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MARCOM
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Campaign Idea Our campaign will communicate ACHP’s big hospital resources with local, personalized pediatric care by leveraging current ACHP brand ambassadors in their social networks and humanizing pediatricians to showcase what drives them as professionals and people.
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Word of Mouth
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Mombassador Jennifer
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Mama WOMA (Word of Mouth - Akron) Blog Pregnant women are seeking info via online communities and blogs 70% of online moms participate in online communities Positive word of mouth outweighs negative by a 10:1 margin
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Expectant Mother’s Day
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Expectant Mother’s Day – Press Kit
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Office Open Houses
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Office Open House – Press Kit
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Social Media
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Creative
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Online- Banner Ad 336 x 260 Print
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Creative Bulletin Poster Out of Home
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Media
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Paid Owned Earned
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Media Paid: –Print –Out of Home –Direct Mail –Online
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How often do you use the following media outlets to get news and advice on parenting?
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Print Media
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Out of Home –Tallmadge, Akron, Ellet, Barberton, Green
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Direct Mail OBGYNs in NE Ohio Summit County: –6,279 births –738 Primary Care Physicians –740:1 Ratio
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Social Media
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Online To which of the following media is your attention most likely to be undivided attention; namely read/watch/listen while not doing anything else at the same time?
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Online Continued...
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Banner Advertising
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Rationale Quantcast Cleveland DMA Coverage Good crossover High “stickiness”
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Online Promotions Based on IP Address Paid search advertising
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Campaign Timeline
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Measurement Metrics Events Appointments scheduled Web traffic Click throughs Media content analysis Surveys
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Budget Out of Home Research/Measurement MARCOM Print Online
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Conclusion
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Questions?
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