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Presented by

Presented by. Dana Dunlap. Account Executive. –. Rachel Pankiw. –. Media/MARCOM Director. Account Planner. –. Brianne Kimmel. –. Brian Borstein. Creative Director. –. Associate Creative Director. Chelsey McGrogan. The Challenge.

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Presented by

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Presentation Transcript

  1. Presented by

  2. Dana Dunlap Account Executive – Rachel Pankiw – Media/MARCOM Director Account Planner – Brianne Kimmel – Brian Borstein Creative Director – Associate Creative Director Chelsey McGrogan

  3. The Challenge •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

  4. Research

  5. 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

  6. •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

  7. Target Audience •First-time, expectant mothers •Parents ages 25-34 in Northeast Ohio

  8. Health Care Resources

  9. Why Word of Mouth? •60% of WOM among pregnant and new moms carries it with a recommendation to buy, try or consider

  10. Word of Mouth Leaders •Pregnant and new moms are prolific WOM agents for all categories •11 conversations per week about health and health care

  11. •WOM conversations are overwhelmingly positive across • the board • –Positive outweighs the negative by a 10:1 ratio

  12. •Shared experience •Anonymity •Rich content

  13. 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

  14. Online Community Topics

  15. 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

  16. Mobile Moms •Moms are big users of smartphones •92% take their cell phone or smart phone everywhere •Connected via this technology

  17. 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

  18. 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

  19. SWOT Analysis

  20. Target Audience Persona Lindsay & Ricky

  21. 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

  22. Path To Purchase • •Preference • –Events • –Website • –Direct mail • –Newsletters • •Trial • –Pediatrician interviews

  23. MARCOM

  24. 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.

  25. Word of Mouth

  26. Mombassador Jennifer

  27. 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

  28. Expectant Mother’s Day

  29. Expectant Mother’s Day – Press Kit

  30. Office Open Houses

  31. Office Open House – Press Kit

  32. Social Media

  33. Social Media

  34. Creative

  35. Creative Print Online- Banner Ad 336 x 260

  36. Creative Poster Out of Home Bulletin

  37. Media

  38. Media Paid Owned Earned

  39. Media • Paid: • –Print • –Out of Home • –Direct Mail • –Online

  40. How often do you use the following media outlets to get news and advice on parenting?

  41. Print Media

  42. Out of Home –Tallmadge, Akron, Ellet, Barberton, Green

  43. Direct Mail • •OBGYNs in NE Ohio • •Summit County: • –6,279 births • –738 Primary Care Physicians • –740:1 Ratio

  44. Social Media

  45. 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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