A medical group recently conducted an advertising campaign for its new pediatric

Question

A medical group recently conducted an advertising campaign for its new pediatric orthopedics department. After 4 weeks, a telephone survey found that 42% of the families with children under the age of 18 years were aware of the service. Six months later, it found that 12% had actually used the service and 3% said they were regular users of the facility for their children's orthopedic needs. Compare this organization's advertising performance to that of the hospital discussed in Table 14-7 in this chapter. How does this organization compare in terms of its media, creative, and service effectiveness ratios? Where might the medical group need to make adjustments?

Table 14-7- Monitoring Advertising Campaigns

19.7%

Question comes from "Essentials of Health Care Marketing" (3rd Edition) Chapter Problem number 6 for Chapter 14

Measure Media/ Service Effectiveness Ratio- Neighborhood A Media/ Service Effectiveness Ratio- Neighborhood B A Total Families in Target Population 100% 100% B Aware of Service 88% 76% C Tried Service 11% 15% D Use Service Regularly 4% 2.5% E Media Effectiveness Ratio (B/A) 88% 76% F Creative Effectiveness Ratio (C/B) 12.5%

19.7%

G Service Effectiveness Ratio (D/C) 36.4% 16.7%

Explanation / Answer

The table of comparison of the effectiveness measures is as below

a) Media Effectiveness (E) - In the above table, it is evident that Media effectiveness of the Medical Group is the lowest of all.

b) Creative Effectiveness (F) - Creative effectiveness of the Medical Group is the highest of all.

c) Service Effectiveness (G) - Service effectiveness of the Medical Group is better than neighborhood B and worse than neightborhood A.

The medical group needs to make adjustments in the area of media selection and improve the service qualtiy related aspects to increase service effectvieness.

Measure Parameter Media/ Service Effectiveness Ratio- Neighborhood A Media/ Service Effectiveness Ratio- Neighborhood B Media/ Service Effectiveness Ratio- Medical Group Pediatric Orthopedics A Total Families in Target Population 100% 100% 100% B Aware of Service 88% 76% 42% C Tried Service 11% 15% 12% D Use Service Regularly 4% 2.50% 3.00% E Media Effectiveness Ratio (B/A) 88% 76% 42% F Creative Effectiveness Ratio (C/B) 12.50% 19.70% 28.57% G Service Effectiveness Ratio (D/C) 36.40% 16.70% 25.00%

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