Presented by

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

Research

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

•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

Target Audience

•First-time, expectant mothers

•Parents ages 25-34 in Northeast Ohio

Health Care Resources

Why Word of Mouth?

•60% of WOM among pregnant and new moms carries it with a recommendation to buy, try or consider

Word of Mouth Leaders

•Pregnant and new moms are prolific WOM agents for all categories

•11 conversations per week about health and health care

•WOM conversations are overwhelmingly positive across the board

–Positive outweighs the negative by a 10:1 ratio

•Shared experience

•Anonymity

•Rich content

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

Online Community Topics

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

Mobile Moms

•Moms are big users of smartphones

•92% take their cell phone or smart phone everywhere

•Connected via this technology

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

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

SWOT Analysis

Target Audience Persona

Lindsay & Ricky

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

Path To Purchase•Preference

–Events–Website–Direct mail–Newsletters

•Trial–Pediatrician interviews

MARCOM

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.

Word of Mouth

Mombassador

Jennifer

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

Expectant Mother’s Day

Expectant Mother’s Day – Press Kit

Office Open Houses

Office Open House – Press Kit

Social Media

Social Media

Creative

Creative

Online- Banner Ad336 x 260

Print

Creative

Bulletin

PosterOut of Home

Media

Media

PaidOwnedEarned

Media

Paid:–Print–Out of Home–Direct Mail–Online

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

Print Media

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

Direct Mail

•OBGYNs in NE Ohio•Summit County:

–6,279 births–738 Primary Care Physicians–740:1 Ratio

Social Media

OnlineTo 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?

Online Continued...

Banner Advertising

Rationale

•Quantcast•Cleveland DMA•Coverage•Good crossover•High “stickiness”

Online Promotions

•Based on IP Address•Paid search advertising

Campaign Timeline

Measurement Metrics

•Events•Appointments scheduled•Web traffic•Click throughs•Media content analysis•Surveys

Budget

Out of Home

Research/Measurement

MARCOM

Print

Online

Conclusion

Questions?