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Presented by Slide 2 Dana Dunlap Brianne Kimmel Rachel Pankiw Brian Borstein Chelsey McGrogan Account Executive Account Planner Creative Director Media/MARCOM Director Associate Creative Director Slide 3 Slide 4 Increase Akron Childrens Hospital Pediatrics patient volume Identify ways to promote pediatricians in their individual communities Identify ways to promote Akron Childrens Hospital Pediatrics through mass/traditional advertising The Challenge Slide 5 Research Slide 6 Research Objectives Understand the target audiences path to purchase for its first childs pediatrician Understand the target audience and its: Daily routine Psychographics Media consumption Purchase habits Understand current perceptions of ACHP Slide 7 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 Slide 8 Target Audience First-time, expectant mothers Parents ages 25-34 in Northeast Ohio Slide 9 Slide 10 Health Care Resources Slide 11 Why Word of Mouth? 60% of WOM among pregnant and new moms carries it with a recommendation to buy, try or consider Slide 12 Word of Mouth Leaders Pregnant and new moms are prolific WOM agents for all categories 11 conversations per week about health and health care Slide 13 WOM conversations are overwhelmingly positive across the board Positive outweighs the negative by a 10:1 ratio Slide 14 Slide 15 Shared experience Anonymity Rich content Slide 16 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 Slide 17 Online Community Topics Slide 18 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 Slide 19 Mobile Moms Moms are big users of smartphones 92% take their cell phone or smart phone everywhere Connected via this technology Slide 20 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 Slide 21 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 Slide 22 SWOT Analysis Slide 23 Target Audience Persona Lindsay & Ricky Slide 24 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 Slide 25 Path To Purchase Preference Events Website Direct mail Newsletters Trial Pediatrician interviews Slide 26 MARCOM Slide 27 Campaign Idea Our campaign will communicate ACHPs 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. Slide 28 Word of Mouth Slide 29 Mombassador Jennifer Slide 30 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 Slide 31 Expectant Mothers Day Slide 32 Expectant Mothers Day Press Kit Slide 33 Office Open Houses Slide 34 Office Open House Press Kit Slide 35 Social Media Slide 36 Slide 37 Slide 38 Creative Slide 39 Online- Banner Ad 336 x 260 Print Slide 40 Creative Bulletin Poster Out of Home Slide 41 Media Slide 42 Paid Owned Earned Slide 43 Media Paid: Print Out of Home Direct Mail Online Slide 44 How often do you use the following media outlets to get news and advice on parenting? Slide 45 Slide 46 Print Media Slide 47 Out of Home Tallmadge, Akron, Ellet, Barberton, Green Slide 48 Direct Mail OBGYNs in NE Ohio Summit County: 6,279 births 738 Primary Care Physicians 740:1 Ratio Slide 49 Social Media Slide 50 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? Slide 51 Online Continued... Slide 52 Banner Advertising Slide 53 Rationale Quantcast Cleveland DMA Coverage Good crossover High stickiness Slide 54 Online Promotions Based on IP Address Paid search advertising Slide 55 Campaign Timeline Slide 56 Measurement Metrics Events Appointments scheduled Web traffic Click throughs Media content analysis Surveys Slide 57 Budget Out of Home Research/Measurement MARCOM Print Online Slide 58 Conclusion Slide 59 Questions?