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CONTENTAbout Us

Executive Summary

Situation Analysis

Research

Marketing Plan

Creative

Media and Budget

Appendix

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ABOUT US

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Pixel & Mortar is a group of senior advertising students at the University of Florida dedicated to creating authentic, integrated and engaging brands. We work hand in hand with our clients to craft strategy and creative that delivers ideas and inspires action.

Our team is made up of seven dedicated account planners, copywriters, creative designers, multitaskers, hard workers and big thinkers. Our account team is a group of business-savvy minds and organized planners that establish the foundation of our campaigns. They hunt for important research, determine media and communicate with clients. Our creative team uses inspiration and innovation to piece together the most effective combination of ideas, words and design.

Although we are all completely different, we share a common passion for great work. You’ll find no big egos or small parts here – just a talented group collaborating to help our client grow and succeed.

Our campaigns engage all form of media. Print, online, video, nontraditional, identity design, web, guerilla, events, public relations, social media – we’re always trying new ways to get your message out. From inspiration to execution, Pixel & Mortar will mold your brand every step of the way and ensure the final product is something to be proud of.

We are excited about new possibilities for growth and the challenge of ever-changing audiences. We believe that people constantly consume information in different ways; our team is dedicated to not only keeping up with our consumers, but staying ahead of the curve. Need us to think outside of the box? No problem. We’ll wonder why there was even a box in the first place.

Our team has a passion for solving the mystery behind our client’s key problem and finding the solution; the knowledge to plan an all-encompassing strategy and put it into practice in front of an audience ready to be engaged; and the respect for our clients, big or small, which is reflected in our one-on-one working relationships. We have aspiration to not only meet our client’s goals, but to go above and beyond, and create work that will maintain value long into the future.

When it comes to campaigns, we like climbing out on a limb. Considering new possibilities. Doing something that hasn’t been done before. We celebrate what works well and learn from what does not.

After all is said and done, it is the results of a successful campaign that ultimately justify our philosophy and practices. We look forward to creating an experience that your audience has never seen and innovative work that exceeds expectations.

Thank you for the opportunity to work on this campaign. We are excited to show you the culmination of a long semester of hard work, planning and creativity. It’s been a pleasure to work with Advanced Rheumatology Center. We hope you enjoy the final results and presentation.

Sincerely, The Pixel & Mortar Team

TEAM PHILOSOPHY

WE’RE HERE TO MAKE GREAT IDEAS BECOME A REALITY. LET US SHOW YOU HOW.

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Jimmy LarkinAccount Executive

MEET PIXEL & MORTAR

Stephanie JimenezAccount Manager

Sarah BeasleyCopywriter

Elaine HusseyMedia Planner

Amber AlvarezCreative

Brandyn SullinsCopywriter

Lauren GoodmanCreative Director

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EXECUTIVE SUMMARY

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Advanced Rheumatology Center (ARC) opened its doors in 2007 with a team of only five employees with the promise of providing state-of-the-art care with a personalized, patient-centered approach to treatment in the practices of orthopaedics, pain management, radiology and traditional rheumatology.

Since then, it has grown to a team of 27 employees, including board certified internal medicine and rheumatology physicians. Being the only board certified rheumatology clinic in the state of Florida. ARC focuses on non-surgical procedures using imaging guidance and ultrasound. Ultrasound has the benefit of being a state-of-the-art, transportable technology that can be used in small spaces, making it perfect for practices like ARC.

Since its humble beginnings, ARC has seen a large and steady growth primarily from present client referrals. The catalysts for these referrals come from ARC’s basic principals of maintaining the highest quality customer service and non-surgical alternatives for every client that steps through its doors.

Pixel & Mortar has created an advertising campaign that will help retain ARC’s current client base, increase the number of new quality patients, develop a new brand and guide ARC through its toughest challenges. The future of Medicare is an uncertain one, and the field of healthcare is ripe with competition, especially in the South Florida area. However, a combination of upholding ARC’s values and a new advertising campaign will help this practice grow and thrive, even into its future of expansion.

EXECUTIVE SUMMARYWHO YOU ARE, WHAT YOU NEED, AND HOW PIXEL & MORTAR CAN HELP MAKE IT HAPPEN.

RESEARCH In order to lay the proper foundation for ARC’s new campaign, Pixel & Mortar conducted quantitative research using Qualtrics surveys that gathered over 100 responses, with most of those responses coming from the campaigns target audience.

The survey questions covered various topics including previous injuries, which professionals the participants visited for care, what was most important in a medical practice and various demographic screenings. With these results, Pixel & Mortar discovered four key problems that needed to be addressed during the development of this campaign:

LET’S GET STARTED.

These findings gave a clear direction for creating campaign strategies and creative that caters to their primary and secondary audiences. Not only would the campaign need to inform the audience of the facts and benefits of rheumatology, but it would also need to explain the benefits of ultrasound and sell future clients on non-surgical alternatives for their healthcare.

MARKETING In order to increase ARC’s revenue and number of quality clients, Pixel & Mortar created an extensive marketing plan that will effectively reach both our primary and secondary target markets in the South Florida area.

The primary target consists of men and women aged 34 to 55 that usually engage in a high amount of physical activity, whether through recreational exercise or club sports. They also have a middle-to-high income with room for discretionary spending. Due to their active lifestyles, they often seek professional care in sports medicine. The secondary target consists of elderly men and women, aged 55 and up; this demographic currently makes up ARC’s primary target market. They have a middle-to-high income and can afford to pay for most of their healthcare treatments out of pocket. A fair amount of these men and women are snowbirds, who stay in Florida during the winter to avoid the harsh conditions of their hometowns, usually in the

People are unfamiliar with the definition and benefits of musculoskeletal ultrasound.

People assume that their primary care provider or physician knows best.

People assume that surgery is their best and only option when it comes to joint pain.

People are unfamiliar with the definition and benefits of rheumatology.

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THE GREATEST PART OF PROGRESS IS THE DESIRE TO PROGRESS.

northeast US. Once summer rolls around, they return to their permanent residences.

To appeal to both of these markets, Pixel & Mortar has positioned ARC as the first and only medical center in Florida to be accredited in musculoskeletal ultrasound procedures that provides same-day diagnosis and precise medical care in the areas of sports medicine, rheumatology, radiology and pain management. The implementation and execution of this new positioning and brand development will be shown later in the book through a handcrafted campaign strategy that utilizes various medic channels.

ADVERTISING The advertising objectives for ARC are to raise awareness for our primary audience, to encourage current patients to refer new potentials clients, and to maintain strong connection with the secondary audience. The campaign showcases advertisements that will provide a consistent brand image for ARC while also informing the target of the benefits of rheumatology and ARC’s various practices. The ads will also provide a consistent foundation for ARC’s positioning and can be expanded upon for new locations and updates in consumer insight.

MEDIA/BUDGET Pixel & Mortar will use ARC’s $100,000 dollar budget to implement the creative work provided by this campaign into several media channels to reach these target markets. Although media with a large audience like television and radio will not be used, the campaign will make use of traditional media like newspaper, magazine and direct mail. Pixel & Mortar also plans to use social media and some digital advertisements in order to spread ARC’s message to an even wider audience while taking advantage of a space that ARC’s direct competitors haven’t properly used. These cost-effective new media channels will help ARC properly target the needed audience to provide the sufficient results for the campaign. This strategy is accompanied by a media flight plan that gives a detailed timeline for media executions and takes contingency spending into account.

CONCLUSION ARC has achieved success over the past six years thanks to its devotion to providing the highest quality non-surgical procedures while holding the highest standards for customer service and experience. The new campaign from Pixel & Mortar will stick to these keys to success while implementing new marketing and advertising that will help educate the public on ARC’s various types of practice, benefits of its state-of-the-art technology, and consistent branding and creative that will be able to grow with the company through new quality customers and future expansion.

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SITUATION ANALYSIS

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COMPANY INFORMATION“At Advanced Rheumatology Center, we are committed to providing excellent, comprehensive service for all joint care needs. Patients deserve a doctor and staff who are helpful, knowledgeable and courteous. We strive to provide you with easy access to our clinical staff and prompt feedback when you call with a question or concern. Our mission is to provide state-of-the-art care with a personalized, patient-centered approach to treatment.”

Advanced Rheumatology Center (ARC) is a family-owned medical practice located in Delray Beach, Florida. ARC first opened its doors on October 15, 2007, led by Vice President Meredith Hirsh, and her husband, Dr. Marc J. Hirsh. Since its establishment, ARC is committed to providing top-of-the-line care by staffing board certified rheumatologists and employing qualified assistants and technicians.

The center primarily specializes in the practice of interventional rheumatology medicine, providing joint pain relief through non-surgical orthopaedic alternatives. In addition, ARC is the first and only facility accredited in Musculoskeletal Ultrasound in the state of Florida (Hirsh, 2013). As ARC continues to flourish, it is seeking outside help to unify and improve brand identity and increase awareness among the target audience.

After years of working for a local rheumatology group, Meredith and Dr. Hirsh explored the idea of having their own medical center. Cohesively, they facilitated the skills needed in business and medicine to run a practice. Meredith received a Bachelor of Science in Advertising from the University of Florida. She later earned a Master’s in English Education at Florida International University, and a Master’s of Business Administration at University of Florida’s South Florida Professional MBA program. With her education and years of industry experience, Meredith became the Vice President of Advanced Rheumatology Center.

Dr. Hirsh received his medical degree from the University of Florida College of Medicine. He later completed his residency in Internal Medicine at Jackson Memorial Hospital, at the University of Miami. Dr. Hirsh is a board certified rheumatologist and an active member of medical associations on a local and national level. With Meredith’s business qualifications and Dr. Hirsh’s medical background, they opened Advanced Rheumatology Center with ambitious expectations in the fall of 2007. The purpose of their practice would be to provide state-of-the-art care through the collective mix of orthopaedic, pain management, radiology and traditional rheumatology services.

CLIENT SUMMARY THE FOUNDERS

CLINIC SERVICES

Interventional Rheumatology is tailored to patients ages 55 and older suffering from osteoarthritis (currently ARC’s primary target market). Unlike surgeons, interventional rheumatologists use needle-based joint and soft tissue injections to alleviate pain. These joint injections can be used for both diagnostic and therapeutic purposes. For years, interventional rheumatologists “blindly” delivered these injections, merely relying on skill and hoping for precision. However, as technology has advanced the medical field, interventional rheumatologists now use ultrasound, fluoroscopes, and CT scanners.

Musculoskeletal Ultrasound is one of the minimally invasive procedures ARC prides itself on. As mentioned, ARC is the first and only practice in the state of Florida accredited in MSK U/S. Ultrasound has many advantages over x-rays, MRI and CT scans. Procedures performed under real-time imaging cause less pain by targeting the precise area. The live images also allow the physicians to see inflammation and guide injections more accurately. Ultrasound relieves patients from radiation and is more

cost-effective than MRI or x-rays. (Advanced Rheumatology Center). ARC uses Musculoskeletal Ultrasound guidance to diagnose injuries to joints, muscles and ligaments. Dr. Hirsh is an MSKUS faculty member and qualified instructor, teaching courses to other physicians nationwide. Collectively, Dr. Hirsh, Dr. Hutton and Dr. Alvarez have leading training in ultrasound, setting them apart from similar medical practices and physicians in the South Florida region.

Regenerative Medicine is used to replace damaged tissue or organs caused by age, diseases or injuries. At ARC, regenerative medicine is used to restore function to damaged tissues and organs through non-surgical procedures. Regenerative Medicine relies heavily on technology to encounter the body’s natural ability to restore itself (Advanced Rheumatology Center, 2013).

Platelet Rich Plasma Therapy is an emerging technique used to relieve arthritic joint pain and chronic sports injuries. Through ultrasound, PRP injections are inserted directly into the damaged soft tissues and organs. The injections contain enriched blood plasma that naturally stimulates the healing process. ARC promotes PRP therapy as an effective treatment that can have long-lasting effects, greatly reducing the need for surgical procedures (Advanced Rheumatology Center, 2013).

Digital X-Ray Technology has allowed for traditional x-ray films to go digital. Digital x-ray images can be transferred onto CDs for easy access and convenience. ARC remains one of the few private practices in South Florida to offer digital x-ray.

WHAT ARC HAS TO OFFER

18% ARC’s launch took place in a podiatrist office rental space in Boynton Beach. On the first day, 8 patients came; on the second day there were 16. Fifteen months later, promoted by consistent growth, ARC transitioned into a 3,400 square feet suite at 15300 Jog Road, Suite 101, in Delray Beach. As of August 2013, 10,000 patients have been treated at the center. A growing facility also called for a growth in

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CONSIDERING THE POSSIBILITYOF A SECOND CLINIC LOCATION

staff; ARC has grown from 5 to 27 team members. Alongside Dr. Hirsh, board certified rheumatologists Dr. Brett Hutton and Dr. Alain Alvarez joined the medical team. Licensed practical nurses, medical assistants, a physician assistant, radiology technicians and a musculoskeletal sonologist joined the team as well. On the operational side, administrative coordinators, a practice administrator, and a front office coordinator facilitate the administrative team. As the practice manager, Meredith uses her business ethics to promote a high customer service environment at ARC. The team strives to provide consistent, high quality and genuine care.

Currently, Advanced Rheumatology Center operates from a single location at 15300 Jog Road, Suite 101, Delray Beach, Florida 33446. With steady growth, the business has been challenged to consider the prospects of opening a second Florida location by 2015. While much of ARC’s current branding is tailored around their Delray Beach location, including their current domain URL (arcdelray.com), a second location could inspire a fresh rebranding of ARC while still preserving the core of their values. Pixel & Mortar’s goal is to create a campaign that leaves room for growth.

IN-HOUSE GROWTH AND EXPANSION AT ADVANCED RHEUMATOLOGY CENTER

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PROFIT AND EMPLOYMENT Increased financial hardship caused many patients to miss payments, driving industry profit margins below pre-recession levels. Total operating costs have ultimately risen during the past five years, while total medical revenue have increased by a smaller amount. Medicare reimbursement for most specialty procedures has been pressured during the past five years due to budget shortfalls at the federal level. Consequently, operating profit margin is expected to fall slightly to 13.3% of revenue in 2013, down from 14.0% in 2008. Industry employment is expected to rise 1.7% per year on average (IBIS World, 2013).

DEMOGRAPHIC INFLUENCES US population growth and an aging population have also helped maintain demand for industry services. An increase in the average age of the population, and in some cases the availability of new medical technologies, has bolstered demand for specialties. Rising obesity levels in the population and the early onset of chronic health conditions have boosted demand for endocrinologists, cardiologists and cardiac surgeons. The number of physician visits has risen at an annualized rate of 3.5% during the five years to 2013.

INDUSTRY OUTLOOK Revenue is forecast to rise 5.5% in 2014, indicating the improving economy’s positive effect on industry demand. Seniors will be a major driver of

demand due to chronic diseases, obesity and other factors.Employment of specialists is projected to grow at an average annual rate of 1.9% to 1.9 million during the next five years. If changes to health coverage result in higher out-of-pocket costs for consumers, demand for physician services may fall.

AGING DEMOGRAPHICS In the next five years, the percentage of physician visits from individuals aged 65 and older will increase as baby boomers age. The number of physicians who specialize in geriatrics will also rise as a result (IBIS World, 2013).

CONSOLIDATION AND PROFIT Rising cost of liability insurance will motivate physicians to practice more defensively reducing the number of physicians in some specialties. The number of firms is forecast to grow modestly, at an average annual rate of 0.1% to 219,270 in the five years to 2018. Consolidation and the rise of group practices will keep profit steady.

HEALTHCARE REFORM The Patient Protection and Affordable Care Act of 2010 will influence many aspects of the Specialist Doctors industry, included 100% Medicare coverage of annual preventive sessions for seniors. This act is slated to provide insurance coverage to about 32.0 million people who are currently uninsured, according to the Association of American Medical Colleges (IBIS World, 2013).

INDUSTRY STRUCTURE

Life Cycle Stage Growth

Revenue Volatility Low

Capital Intensity Low

Industry Assistance High

Concentration Level Low

Regulation Level Heavy

Technology Change High

Barriers to Entry Medium

Industry Globalization Low

Competition Level Medium

INDUSTRY ANALYSIS

INDUSTRY AT A GLANCE (2013)

Revenue $283.5 Billion

Profit $34.6 Billion

Annual Growth (2008-2013) 2.3%

Projected Annual Growth (to 2018) 4.4%

Total Employee Wages $142.3 Billion

Businesses 218,417

Market Share No major players

Main External Drivers

Regulation, number of people with private insurance, federal funding (Medicare/Medicaid),

number of adults over 65, and per capita disposable income.

INDUSTRY SUMMARY The specialist doctor industry has been on the rise over the past few years, with increased wages and employment driven by an aging population with high demand. Revenue continued to grow through the recent recession due to demands for services despite that fact that the current specialist doctor industry is burdened with high cost pressures, rising liability expenses and the cost of new technology.

The average wage for specialist doctor is typically high due to demand, but only 20 percent of medical students go into primary care, causing government to create reimbursements. This industry will be expected to grow through 2018 (IBIS World, 2013).

CURRENT PERFORMANCE As stated previously, the industry has expanded during the recession. However, decrease in disposable income has had negative effect s on consumers, causing volume fall in patients (see right). The number of specialists has risen more quickly than the number of general practitioners (GPs) during the past five years. On average, there are now two specialists for every GP.

Specialists already earn substantially higher wages than GPs, partly contributing to concerns about GP shortages in the United States (IBIS World, 2013).

During the height of tightly managed care, many physicians have consolidated their offices into larger multi-specialty groups and independent practice associations. The number of industry firms will decrease at an average annual rate of 0.7% to 218,417, and many specialists are moving to group practices to benefit from referrals (IBIS World, 2013).

SIMILAR INDUSTRIES Similar industries in the medical field include primary care doctors that provide family and physician services to their client base. Related industries also include specialist dentists, (such as oral pathologists), psychologists, social workers and marriage counsellors. Physical therapists are closely related to specialist doctors like those at ARC; however, they tend to focus more on rehabilitation. There are also emergency and outpatient care providers that represent free-standing medical centers and ambulatory surgical centers are primarily engaged in providing emergency medical care (IBIS World, 2013).

Advanced Rheumatology Center falls in the industry of Specialized Internal Medicine. Specialist doctors, such as a Doctor of Medicine (MD) or a Doctor of Osteopathy (DO) perform specific surgery based on client needs and physical area of focus. The doctors specialize is a specific medicine or surgery that is not commonly found in most urgent care facilities or personal doctor offices. These specialist doctors do not include mental health, general practitioner or family doctors.

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The most recent economic recession caused a large decrease in both revenue and employment growth for the industry. The same can be said for the number of people with private health insurance, yet this number has seen an overall increase since 2008. A large portion of products and services provided by the special doctors industry comes from internal medicine.

MAJOR COMPANIES There are no major players in this industry. The companies that hold significant market shares in the industry are hospitals, the Memorial Sloan-Kettering Center being the biggest at 1.1% of the market.

CAPITAL INTENSITY There is a low level of capital intensity in this market. Healthcare is a labor-intensive sector that is highly skilled and highly paid. Specialists are compensated more than primary care physicians and general doctors. Labor costs make up the majority of expenses, so a method that increases operational

INDUSTRY ANALYSIS

productivity (technology) or reduces staffing can have a huge impact on the profitability of the industry. See Table 5 in the appendix for a visualization of the special doctor industry’s place on the spectrum of capital intensity regarding labor and operational costs.

TECHNOLOGY AND SYSTEMS The level of technology change is high. Specialized equipment and computers help streamline medical records and increase the speed and success of the whole process for both patients and doctors. Physician reliance on electronic medical records is increasing rapidly. More specialists are using electronic records than general doctors, and improvements in physician productivity would reduce the demand for physicians because fewer would be needed to provide the same level of service. Telemedicine is on the rise, using the internet and video conferencing to outsource diagnostic services in radiology, pathology and cardiology. Advances are also being made in robotics for procedures to be done remotely.

THE SPECIALIZED MEDICAL INDUSTRY IS GROWING.

REVENUE VOLATILITY The level of volatility is low, because most patients prioritize physician services in their spending. Revenue rose about 4% in 2008 and by only 1% in 2010. Overall, there is little change (IBIS World, 2013). The demand for physician services is influenced by changes in the costs of these services (relative to household incomes), healthcare reimbursement policies (affecting out-of-pocket costs), consumer preferences and legislation. The volatility of reimbursement levels from Medicare and Medicaid also makes revenue less easy to forecast.

REGULATION AND POLICY Regulation level is high and the trend is increasing. The federal Anti-Kickback laws prohibit any form of remuneration to induce the referral of Medicare or other government health program patients in return for the purchase, lease or order of items or services that are covered by Medicare or other government health programs. This also

applies to referrals for services in which the physician has an ownership interest. The Health Insurance Portability and Accountability Act further stretched the reach of the Anti-Kickback laws. Certain states have Public Liability insurance that must be taken care of and is controlled individually depending on the practice, specialty, and costs.

After completing educational requirements, a physician must acquire a license to practice their specialty. Physicians can also become board certified and these certifications must be renewed, generally within a period of 6 to 10 years. Physicians participating in Medicare and Medicaid are subject to the regulations pertaining to these programs.

INDUSTRY ASSISTANCE The level of industry assistance is high but the trend is decreasing. In 2011, of the total spent on physician and clinical services, 35.2% of it was due to government spending. Medicare is expected to account for 20% in 2013.

THE INDUSTRY LIFE CYCLE

MAIN ACTIVITIESProviding internal medicine services

Providing pediatrics services

Providing obstetrics and gynecology services

Providing anesthesiology services

Operating MD (except mental health) offices

Operating surgeon (except dental) offices

Operating DO and mental health offices

Operating mental health physician offices

MAIN PRODUCTSAnesthesiology

Dermatology and cosmetic surgery

Emergency medicine

General surgery

Internal medicine

Obstetrics and gynecology

Pediatrics

Other

• The specialized medical industry is GROWING.

•The industry’s contribution to the overall economy is forecast to increase 4.8% per year on average.

•Specialist doctors enjoy strong and growing demand for their services due to demographic trends in the United States.

• Innovations in technologies are allowing specialist doctors to treat more previously untreatable illnesses.

• Increasing costs have encouraged many specialist doctors to join group practices.

• In recent years, a shift in internal medicine has been the emergence of a division between physicians who practice primarily in outpatient settings and those who focus their practice in hospitals.

• As health awareness rises, the demand for healthcare providers, including specialists, increases.

• Patients aged 65 and over make up about 34.0% of patients to specialists, according to data from the US Department of Health and Human Services.

• When patients are able to visit specialists, demand increases. This ability is affected by the number of people with access to health insurance coverage and their level of disposable income.

• Among all specialist physicians, IBISWorld estimates that 23.0% of practice income comes from Medicare, 7.0% from Medicaid and 3.0% from other government sources.

• The Southeast region of the US has the highest concentration of industry establishments at 26.1%; this is roughly in line with the region’s 25.4% share of the national population.

For more graphs and charts on industry growth and segmentation, please see the appendix.

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Advanced Rheumatology Center relies heavily on word-of-mouth promotion. According to an in-house analysis on their patient’s primary referral source, existing patients refer 55% of ARC’s new patients. Due to this staggering find, ARC has invested in facilitating top-of-the-line quality customer service to consistently promote positive word-of-mouth. By developing a culture of one-to-one care between patients and the staff, they utilize the positive feedback as a marketing tool. Patients who are satisfied with their care are motivated to pass along promotional material created for them to distribute to their outside relationships.

Through an assortment of traditional and outdoor advertising, ARC seeks to target current and future patients in their local communities. They have utilized positive word-of-mouth tactics to get their existing patients to reach out to their friends and family. The on-hand promotions they give to their existing patients is the Bones & Joints quarterly journals and brochures. Statistically, many of their referrals are a byproduct of existing patents. Additionally, they host community events and fairs to enhance the brand image of their practice as friendly and approachable. Through these events they also seek to educate the community on health awareness, followed by promoting their services. Their traditional advertisements can be found in the local community newsletters, forums and directories. Lastly, their outdoor promotion utilizes a bus stop shelter and On the Spot advertising. According to the referral analysis study, unlike the effectiveness of existing patient referrals, only 4% of their incoming referrals have come by advertising. Moving forward, ARC must challenge the return on investment they receive from their ads and promotions. As they continue to grow, a fresh rebranding including an assortment of creative ads and promotions is encouraged. At the core of it all will remain their key selling points and fundamental values.

OVERVIEW

BONES & JOINTS Bones & Joints is ARC’s 12-page quarterly journal mailed to the homes of existing patients. The journals include informative articles on rheumatology and other articles related to the services or products offered at ARC. Each publication also includes a letter from the editor, often written by Dr. Hirsh, and unique patient stories. On occasion, contest or rewards are announced in the journal to encourage patient participation.

Bones & Joints is an effective promotional tool because it lends itself as a resource current patients can use to educate themselves on the practice. The letters from the doctors also allows the patients to get to know their physicians. Relational and informative tools like these journals can directly influence their brand image and positive word-of-mouth. Additionally, the educational articles sell ARC’s services by making their patient’s health conscious. The more the patients know, the more likely they are to ask questions and seek treatment. The drawback about this promotional tool is its relatively high cost. These 5.5 x 8.5 color newsletters cost ARC $5,543.75 per quarter.

BROCHURES Similarly, informative brochures are available at the center. The brochures on-hand include “About Us,” ARC’s “Specialist,” “Participating Providers,” and others covering the services they offer.

In the two-sided “About Us” pamphlet, basic information is covered such as ARC’s office hours, telephone call inquiries, emergency operating hours, how to cancel appointments, fees, insurance information and basic policy agreements. This brochure is necessary because it serves as a quick reference on the operations of the center.

In the “Specialist” brochure, a synopsis of each doctor is written including a section on the state-of-the-art-technology they use. This brochure is a great tool for new and potential patients to review when looking for details on their physician. Informative pieces on the doctors are also a great way for ARC to relate to its patients.

In the “Providing Partners” brochure, ARC compiled a list of medical providers that they partner with including non-surgical and orthopaedic providers. Some of these include: Aetna, AuMed, BlueCross Shield, Medicare and United Healthcare. This brochure is imperative for patients to have when reviewing whether or not their medical providers are accepted at ARC.

Lastly, brochures tailoring to the services available at ARC are provided. One of these includes an informative pamphlet on Platelet Rich Plasma (PRP) therapy. This

WORD-OF-MOUTH IS KEY.SATISFIED PATIENTS SHARE POSITIVE MESSAGES.

pamphlet has information on what the treatment is, how it works, benefits and patient success stories. After reviewing this information, patients are encouraged to explore whether or not PRP is right for them. These pamphlets educate potential users on each service, clearing up misconceptions and encourage them to explore the procedure.

In sum, these brochures are beneficial to have because they are quick, informative tools patients can use to learn about the center and its services. They also serve as distribution materials for current patients to pass along to their friends and family. The weakness in ARC’s current brochures is that some tend to be wordy and others vague. Each brochure is also distinctly designed, with no common theme. The pricing also varies depending on the amount of folds, two-sided or four-sided. ARC currently allocates $195 per 2,500 for their 4 x 9 colored two-sided brochures. Their four-sided brochures are slightly more at $284.32 per 1,000 for 4 x 9 colored copies.

HEALTH BOARDS Furthermore, patients are targeted through community health fairs. Dr. Hirsh, Dr. Hutton and Dr. Alvarez conduct community talks, lecturing on non-surgical approaches to bodily injuries. As promotional tools, they display “Health Boards” that list their services and the key selling points about their practice. These selling points are what they want to be known for in the community, including: A Dedicated Team, Exceptional Customer Service, Board Certified Rheumatologists, State-of-the-Art Digital X-Ray, and First Florida Center Awarded Musculoskeletal Ultrasound Accreditation. In addition to these “Health Boards,” it may be suggested that brochures and take-home gifts such as magnets or calendars could be distributed to reinforce the information these potential patients are taking home with them. Nonetheless, these public events are tactics that have branded ARC as friendly, approachable and educational. These health fairs invite positive word-of-mouth and encourage local awareness to the community about the practice.

In addition to outdoor promotion, ARC has advertised their services in local community newsletters, directories, pharmaceuticals pharmacy bags, delis, church bulletins, nearby bus stops and On the Spot Advertising.

PRINT ADS Community newsletters and forums are a practical way for ARC to expose their practice to their surrounding neighborhoods and businesses. A forum is an outlet that provides news stories and articles relative to a specific city. The paid advertisements in these distributions are often for local businesses. Some of ARC’s publications can be found in the Delray,

PAST AND CURRENTPROMOTIONS

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and Boynton Beach Forums, The Yellow Pages, and The Forum by the Sun-Sentinel. ARC has run half-page, full-page and 5 X 2.5 ads, in both color and black-and-white. Pricing ranges according to the forum or newsletter chosen. For instance, The Forum, a publication by the Sun-Sentinel, is widely recognized by a larger audience. ARC spends $1,970 per month for a 5 X 2.5 color ad to run weekly. On the other hand, Floral Laker Newsletter, a more local based newsletter cost $330.50 per year for a full-page color ad to run monthly for 1 year. ARC strategically covers both spectrums from general appeal to consumer specific forums to increase their reach and exposure.

Currently, the images and written content is the same from ad-to-ad, only slightly adjusted due to size and placement. This method tends to create uniformity amongst the forums and newsletters, but lacks a personal appeal to the targeted consumer. On the contrary, by placing ads specific to a target audience, the audience is drawn to the ad and more motivated to read the headline and copy. ARC has also allocated

funds to sports newsletters. This targets their secondary market of sports injury patients because they offer pain relief and care of sports related injuries. For instance, in a golf-themed ad, ARC promoted treatments related to golfing injuries. Golfers who relate to these injuries are encouraged to make same day appointments with the center. Although the services highlighted were meant to tailor to golfers, the overall feel of the ad continues to be the same. While this may be a great approach for brand consistency, the appeal of the ad does not capture the diversity of its readers; the ad is extremely narrow. If ithe print ad is being placed in a sports magazine, then the photos, colors, and body copy should attract the eye, then retain the attention of these sport enthusiasts by speaking their language.

In addition to newsletters and forums, these ads are currently placed in local directories. ARC has primarily targeted residential communities that extend directories to their residents. At a minimal cost, their ads are placed in chain communities such as the Valencia series communities: Valencia Isles, Valencia

Lakes, Valencia Palms, and Valencia Pointe. Full-page black-and-white spreads in these directories cost ARC $338 per year. These residential communities tend to be home to well-off homeowners, who fall soundly into ARC’s middle to upper-middle class retiree patient profile. Financial stability is important to the center because moderate to high income earners are willing to pay for their non-surgical options.

BUS SHELTER ADS Outside of traditional advertising, ARC’s outdoor marketing includes bus stop advertising and On the Spot advertising. Their ad has appeared on a local bus shelter for the last two years. The total cost for this color spread cost $11,700 for two years. While it may or may not be an effective choice, ARC has not updated the advertisement regularly. Ads that remain unchanged lose appeal; potential consumers who see the ad on a daily basis are not drawn to reread the same ad month after month. Additionally, it is appropriate to question whether this placement is reaching the desired target audience of moderate to high-income earners.

ON THE SPOT ADS On the Spot advertising is another form of outdoor advertising ARC consistently uses. On the Spot advertising is a 60-second video that replays amongst other ads in a business setting. ARC places their ads in local restaurants that extend this service. These include: 3 G’s Gourmet Deli (Delray Beach), The Original Bagel Tree Restaurant (Delray Beach), Bagel Twins Restaurant (Delray Beach), and Flakowitz Restaurant (Boynton Beach). Every 15 minutes during business hours, their 60-second video clip appears on the monitor. The sum of these spots is $944 per year.

Their current clips highlight their key selling points in eight slides. Each slide, which lasts about 7 seconds, features a brief description, a call to action and images that zoom in and out. It may be difficult to measure the effectiveness of these ads. It is important to remember On the Spot ads run in the background of restaurants; although the frequency of these ads in 60-seconds every 15 minutes, it is questionable whether or not consumers are being reached.

Bones & Joints is ARC’s quarterly newsletter include informative articles on rheumatology and other articles related to the clinic’s services or products.

Health Boards are displayed at community health fairs and list ARC’s services, physician information and the key selling points about their practice.

Informational brochures available at the ARC office include “About Us,” “Specialist” and “Providing Partners” brochures, as well as information about specific services..

Various print ads are placed in local community newsletters, forums and

directories. ARC has utilized both full- and half-page ads in both black and

white and color to increase awareness.

On The Spot ads are 60 second video that replay amongst other ads in a business setting, highlighting key selling points in eight slides.

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TARGET AUDIENCECurrent consumers are broken down into two categories. The 35 to 54 age range and the 55 and older age range are the segments of Pixel & Mortar’s target consumers. The younger respective age range is comprised of people that have a variety of activity levels. Most of them will be seeing these specialist doctors as recommendations from their primary care physicians or if something arises that calls for the expertise of a specialist doctor. These

people generally are at least middle class as they need to be able to afford the treatments that are offered. Problems that potentially could arise that would lead them to seek the help of a specialist doctor are early onset arthritic ailments and similar issues such as osteoporosis. The older respective age group will be more familiar with these specialist doctors as they have presumably been treated for their ailments for some time. A more common consumer of this industry from the older age group will have bone deterioration and pain (Pixel & Mortar survey, 2013).

The usage of the patients depends on the age range. The 55 and older group generally goes to the specialist clinic more frequently than those in the younger age range. Younger and healthier individuals generally see a specialist doctor on an as-needed basis or if they have a recurring sports injury that causes them pain. The younger age group has a markedly different usage pattern than the older age range (Pixel & Mortar survey, 2013).

This target audience participates in lightly active lifestyles. This means that several times a week, they participate in activities such as hiking and jogging while a few even lift weights. These patients have a higher potential for a sports related injury, which is Pixel & Mortar’s current target market. Two thirds of the target market has had sports related injuries according to the survey results (Pixel & Mortar survey, 2013). Overwhelmingly, patients go to primary care physicians and physical therapists when they have a sports related injury. In response to a question about where they would seek treatment, more customers answered that they “did not seek treatment” more often than answering “rheumatologist.” Unfortunately, Pixel & Mortar’s consumers go to a doctor of their choosing on an as needed basis.

In response to a survey question that had takers rank certain attributes between one and five, consumers prefer quality of service overall when choosing a practice. Closely following were insurance coverage, the doctor’s reputation and accreditation in choosing where to give their business (Pixel & Mortar survey, 2013).The lowest ranked answer by our target market was the atmosphere of the practice, which shows the practicality of these customers.

A key note about the ARC target is that they would only travel 16 to 30 minutes in order to reach their doctor. Patients do not care how good the reputation of a doctor or quality of service is at very far distances; only nine percent of respondents would travel over an hour to receive treatment.

Patients deal with pain and discomfort in different ways, depending on the level of the severity. Largely, patients would either ignore general muscle pain and ligament pain out or consider some other non-surgical treatment. However, when dealing with a muscle or ligament tear, customers would seek some surgical treatment and non-surgical options most often. Generally, most of them would prefer to avoid having surgery to recover from any injury. Unfortunately, a large percentage lacks the knowledge of what rheumatology is and by extension do not know what ARC does. These customers are not unintelligent; they keep up to date with current events through websites such as the Huffington Post and educational sites such as Lynda.

Using the survey as a sample, they found that more of ARC’s potential patients are female rather than male and work full time. These people have daily stresses on their bodies - such as extensive typing - that can cause muscle fatigue (Pixel & Mortar survey, 2013).

The potential of these markets has depth. There is growth within the market but the potential could easily change in the other direction because the specialist doctor industry heavily invests in technology. As technology helps facilitate the processes and techniques that are used by these doctors, the amount of doctors needed to perform these procedures decreases. However, people will always injure themselves and have pain that needs treating, so there is a definite niche for the specialist doctors.

THERE WILL ALWAYS BE A DEFINITE NICHE FOR INTERNAL MEDICAL SPECIALISTS.

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CAMPAIGN RESEARCH

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COMPETITOR ANALYSIS

Advanced Rheumatology Center is a medical practice with specialized doctors whose four main concentrations are rheumatology, pain management, sports medicine and radiology. When selecting direct competitors for a competitor analysis, Pixel & Mortar decided to choose similar medical institutions that also concentrate on the same fields as ARC and also promote non-surgical

INTRODUCTION

alternatives. Pixel & Mortar also took into account the client’s current location in Delray Beach, Florida, and their next possible location in Boynton Beach, Florida. The chosen indirect competitors are geographically close to ARC, but they tend to focus more on surgical procedures, invasive treatments and rehabilitative methods such as physical therapy.

DIRECTSouth Florida Interventional Pain and Wellness Center

Arthritis Associates of South Florida

Orthopaedic Center of South Florida

Palm Beach Sports Medicine and Orthopaedic Center

Sports & Orthopaedic Center

INDIRECT

South Florida Interventional Pain and Wellness Center has a very low social media presence; their Facebook page, which simply includes contact information for the center and the doctors, has only 36 likes. Their last Facebook post was on September 9th, 2013, and featured a patient testimonial. The clinic also has a Twitter with 66 followers; the last update was on the September 23, 2013.

The South Florida Interventional Pain and Wellness Center website features a clean and user-friendly layout in a color palette of white, black and light blue. The website includes an online booking center which makes it easier for patients to make their appointments. A share button makes it convenient for patients to get easy referral recommendations. The homepage features a scrolling hero board of slogans and images that promote the clinic and explain the different types of treatments offered. Navigation tabs include “Services,” “Wellness,” and “New Patient”; an “Education” tab includes a center Q&A.

Advanced Physical Therapy Associates

Physical Therapy Institute

Orthopaedic Center of Palm Beach County

SOUTH FLORIDA INTERVENTIONAL PAIN AND WELLNESS CENTER

South Florida Interventional Pain and Wellness Center has two locations in Miramar, Florida, and in Lauderdale Lakes, Florida. They have three specialists on their team; one is certified in Pain Management and one in Pain Medicine. They believe in promoting new, effective alternatives to surgery and pain medication. The company slogan enforces that principle of “Relieving, reducing and managing pain in order to improve overall quality of life through minimally invasive techniques.” The center focuses on Interventional Pain Management, a minimally-invasive outpatient procedure that has 70% location accuracy. They also offer many healing programs as an addition to their treatments.

SERVICES

Epidurals, SI and facet joint injections, RF neuroablation, prolotherapy, trigger point injections, PRP injection, lysis of scar tissue and spinal stimulation. Advanced Rheumatology Center also does PRP injection.

SOCIAL MEDIA AND WEBSITE

Arthritis Associates of South Florida has no official Facebook or Twitter; however, there is a Facebook location page with 111 visitors and 7 likes.

The Arthritis Associates of South Florida website is also very visitor-friendly. Various specializations are featured in a box on the right side of the homepage, giving clients immediate access to the information they are looking for. The homepage is particularly text-heavy and only features a handful of images; the color scheme is a stark combination of bright blue, navy and white. Along the left side of the page, visitors can access additional information through tabs such as “About Our Physicians,” “Your Office Visit,” “FAQ,” “Delray Beach Location,” and “Patient Forms,” as well as all necessary contact information.

ARTHRITIS ASSOCIATES OFSOUTH FLORIDAArthritis Associates of South Florida are experts in rheumatic diseases; they are able to diagnose and treat patients in a relaxing environment. The practice has one location in Delray Beach and a team of four specialists, one of whom is certified in Clinical Densitometry.

SERVICES

MRI, X-rays, laboratory and bone densitometry. Treating conditions such as rheumatoid arthritis, ostearthritis, osteoporosis, fibromyalgia, muscle spasms, back/neck/shoulder/hip Pain, sciatica, tennis elbow, carpal tunnel, JRA and all rheumatic disorders. Advanced Rheumatology Center also treats all rheumatic disorders as well any joint pain or arthritis.

SOCIAL MEDIA AND WEBSITE

Counterclockwise from top right: Arthritis Associates of South Florida homepage; South Florida Interventional Pain and

Wellness Center homepage, Facebook page and Twitter profile.

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Orthopaedic Center of South Florida’s Facebook page only has 81 likes; despite this, it is the most active Facebook page of all the competitors. The center does not have a Twitter or any other social media. Their last post was on the August 18, 2013. Most of their posts are very short and do not really engage with the customer.

The website is visually-pleasing and formally designed; a button in the top right corner allows patients to make an appointment right from the page. Along the bottom, patient services and referring physician sections make it even more convenient for patients. There is no copy explaining what their practice includes or a mission statement; visitors must click on the “Medical Services” tab to find that information. The featured hero board includes active lifestyle images of people ages 40-65. Information throughout the rest of the site is very easy to read and understand.

ORTHOPAEDIC CENTER OF SOUTH FLORIDA

The Orthopaedic Center of South Florida is known to be one of the nation’s leaders in orthopaedic and podiatric injuries. They offer specializations in sports medicine, orthopaedics, surgery and physical therapy. They currently have four locations: Delray Beach, Ft. Lauderdale, Plantation and Tamarec, Florida. The center is staffed by a team of 12 specialists; all of their orthopaedic surgeons are board certified by the ABOS. They also have affiliations to many South Florida hospitals.

SERVICES

General orthopaedics, sports medicine, joint replacement, spine surgery, pain management, physical therapy, EMG diagnostics, radiology and fracture care. Advanced Rheumatology Center also practices sports medicine, arthritis treatments, pain management and radiology.

SOCIAL MEDIA AND WEBSITE

DIRECT COMPETITORS

Sports & Orthopaedic Center runs a Facebook page, a Flickr and a YouTube channel. The YouTube channel displays videos of the center’s latest technology and procedures as well as testimonials from their patients after and before procedures. Their Facebook page has 16 likes and hasn’t been updated in approximately a year. The Flickr gives patients a look at the doctor’s daily lives and offices.

Their website is minimal and streamlined; visitors are greeted with a slideshow of the doctors and their credentials upon first visit. Directly under the images is a list of the procedures available at the center. Text on the homepage is to the point and easy to comprehend for patients. The homepage also includes a video to help those patients interested in learning more.

SPORTS & ORTHOPEDIC CENTER

Sports & Orthopaedic Center has four locations in Delray Beach, Margate, Boca Raton and Coral Springs, Florida. They have a team of two specialists, one of whom is nationally known in sports medicine. They focus on non-surgical orthopaedic procedures and sports medicine.

SERVICES

Physical therapy, orthopaedics, sports medicine, PRP therapy and diagnostic ultrasound. ARC also offers sports medicine, PRP (Platelet Rich Plasma) and diagnostic ultrasound.

SOCIAL MEDIA AND WEBSITE

Palm Beach Sports Medicine and Orthopaedic Center has no Twitter and no official Facebook. The only Facebook that was found under their name listed only hours of operation and the address of their Jupiter location.

The website is clean but it does not provide a lot of information to help new and potential visitors understand their practice. The homepage design is extremely copy-heavy and several of their images are low resolution; a single static image is featured on the website’s homepage. Navigation is simple through a menu along the top of the page; tabs include “About,” “Your Appointment,” “Capabilities” and “Staff.” The “News” tab contains a personal story of a patient’s injury story and treatment. Contact information is clear and easy to locate in the top right corner of the page.

PALM BEACH SPORTS MEDICINE AND ORTHOPAEDIC CENTER

Palm Beach Sports Medicine and Orthopaedic Center has two locations in Florida: West Palm Beach and Jupiter. They are an association of orthopaedic surgeons who provide state of the art treatments; their team includes four physicians. The center uses ultrasound technology to diagnose and guide injections. They also specialize in PRP (Platelet Rich Plasma), which is nonsurgical treatment that uses the body’s own cells to help it heal.

SERVICES

Physical therapy, MRI, ultrasound, cartilage restoration, arthroscopic shoulder/knee surgery, joint replacement, PRP and sports medicine. ARC does not perform surgery but they do offer ultrasound, PRP and sports medicine.

SOCIAL MEDIA AND WEBSITE

Clockwise from top left: Orthopaedic Center of South Florida homepage and Facebook page; Palm Beach Sports Medicine homepage; Sports & Orthopaedic Center homepage.

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Advanced Physical Therapy Associates has a Facebook page with 160 likes; however, the cover image is low resolution and does not relate positively to their brand. The page is updated periodically, with the last post on September 6th, 2013. The practice’s Twitter has a total of six followers; their last tweet was on August 2, 2011. Most tweets consisted of motivating people to stay active and promoting different treatments.

Their website homepage boasts a clean interface and a brand-consistent design, resulting in a trusting and professional look. The website is mobile compatible, which is great for patients on the go. The homepage features a hero board of images that explain what their team does and how they can help patients; however, the pictures are not very appealing and look unprofessional. A new patient procedure includes a step by step guide to help visitors through booking their appointment for the exact treatment they need.

ADVANCED PHYSICAL THERAPY ASSOCIATES

Advanced Physical Therapy Associates develop individualized programs to help their patients gain control over their pain. They teach techniques to stay pain free while healing through the use of the latest treatments. They have two locations in Delray Beach and Boca Raton, Florida. The Delray Beach location offers free transportation to patients. They have an orthopaedic surgeon on staff, as well as university-certified teaching facilities and internships where they teach the most current and effective physical therapy and rehabilitation science.

SERVICES

Pain management, arthritis (back, neck and joint pain), stroke injuries, tendonitis/bursitis, pre/post surgery therapy and sports injuries for adults and children. ARC also has service and treatments in pain management and for patients suffering with arthritis.

SOCIAL MEDIA AND WEBSITE

INDIRECT COMPETITORS

Orthopaedic Center of Palm Beach County has a strong social media presence; they post daily on their Google+, Facebook and Twitter. The center’s Google+ page has 257 in their circle; it contains their location and contact information as well as posts about the latest studies in medicines. They have 295 likes on their Facebook and 259 followers on their Twitter; these posts consist primarily of articles, photos and videos. Interaction with friends and followers is very consistent.

Their website features a bright gold and red color scheme; along the left side of the page, links are organized neatly in a navigation bar. Continuing down the homepage, visitors will discover newspaper articles and radio broadcasts from the center’s doctors. Another tab allows physicians to learn about the doctors, their service and ways to refer each other. The Q&A section is easy to comprehend. Overall, the site is very professional and well organized.

ORTHOPEDIC CENTER OF PALM BEACH COUNTY

One of our client’s biggest indirect competitors, Orthopaedic Center of Palm Beach County, has two locations in Boynton Beach and Lake Worth, Florida. Equipped with a team of 13 specialists and several hospital affiliations, they have served in Palm Beach County for over 60 years; this gives them a lot of brand loyalty. Each treatment is personalized for the patient. They are the first center to perform in-house Kyphoplasty (a treatment for thoracic/lumbar compression fractures).

SERVICES

Surgery, PRP injections, orthopaedics and sports medicine. Advanced Rhuematology Center practices PRP injections and also services sport medicine patients.

SOCIAL MEDIA AND WEBSITE

Physical Therapy Institute has no social media.

The Physical Therapy Institute website is very basic; it does not look like a professional and updated website. The first picture on their homepage implies more that the practice is a massage facility instead of a physical therapy clinic; the rest of the images seem very basic. There is no information about their treatments or doctors; this can result in a bad first impression to the patient. The patient links on their website are useful and easy to read; these links explain to the patients what they must fill out and what services they perform.

PHYSICAL THERAPY INSTITUTE

The Physical Therapy Institute had three locations in Delray Beach, Boca Raton and Boynton Beach, Florida. Their team consists of two specialists; they offer one-hour evaluations with the choice of a private or open gym setting. The Institute is part of the Physical Therapy Provider Network (PTPN) and serves over 20,000 patients throughout Palm Beach County.

SERVICES

Orthopaedic problems, pre and post surgery rehabilitation, back and neck pain, chronic and acute musculoskeletal pain, spinal stabilization, arthritis and sprains/strains. Advanced Rheumatology Center can help patients with musculoskeletal pain, arthritis as well as strains.

SOCIAL MEDIA AND WEBSITE

Clockwise from top left: Orthopaedic Center of Palm Beach homepage and Facebook; Advanced Physical Therapy

homepage; Physical Therapy Associates homepage.

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ARC has an established base of patient base in the market of people ages 55 and older who suffer from osteoarthritis. Pixel & Mortar wanted to conduct primary research to learn about the possibilities of extending ARC’s market to people ages 35 and older who suffer from other kinds of pain such as sports-related injuries. ARC does not specialize solely in rheumatology; their services also include sports medicine, radiology and pain management. Due to the multitude of services provided by ARC, it was necessary to learn about the target’s familiarity with the term rheumatology. In doing so, it would determine whether or not Advanced Rheumatology Center was the best, most encompassing name for the practice.

ARC is also in the process of breaking ground for a new location in 2015. It had been determined through secondary research that the possible new location is 11 minutes away from the current location. Due to proximity, it was important to learn how far patients are willing to drive to a medical practice to receive treatment.

The goal was to reach a market with as many people as possible in the demographic of people ages 35 and older. To do this, Pixel & Mortar utilized an online survey hosted by Qualtrics and distributed it through various online channels.

The survey consisted of 28 multiple choice and fill in the blank questions designed to determine participants’ familiarity with rheumatology, the benefits of alternative medicine and the steps they take to alleviate pain due to sports related injuries. The final questions of the survey consisted of basic demographic questions including gender, age, income and education level. Participants who responded to being under the age of 18 were considered minors and were directed to the end of the survey. Their responses were automatically excluded from the final results. This helped to ensure the validity of the responses.

T H E

Survey results showed 38% found their specialists through word of mouth.

Survey results also showed that 44% would travel 15-30 minutes to receive treatment.

38% 44%

KEY RESEARCH

The survey was distributed online through multiple outlets such as Reddit, by posting a survey request on Reddit’s Sample Size forum. In addition, the survey was distributed through Facebook, emails, online health forums, health related chat rooms and health websites. The survey was open for two weeks. There were 154 participants with 118 completed surveys. To maximize efficiency, the survey was designed to flow in two separate directions based on the respondents’ answers. If the respondent had suffered from a sports related injury in the past, they were directed to additional questions about their injury, how they sought treatment, how they found the specialty practice and how often they received treatment. Participants who had not suffered from a sports-related injury were directed to scenario questions that determined how participants would solve a sports related injury if they were to suffer from one.

INSIGHT CAN BE THE SPARK FOR A MILLION GREAT IDEAS.

The significant results of the primary research conducted by Pixel & Mortar.

Through a primary research survey distributed to both the primary and secondary target audiences, Pixel & Mortar was able to determine several trends that stood out from the rest of the data. The four key findings lised below show that an overwhelming percentage of patients trust their close circles of family and friends when it comes to selecting a medical practice. In addition, many would consult their primary care physician for a sports injury, rather than a specialist in that field.

People find specialty doctors through referrals from friends, doctors and insurance.1

KEY FINDINGS

People suffering from a first-time sports injury consult their primary or family doctor.2

People are willing to travel between 16 minutes and one hour to a medical practice.3 People do not have a clear understanding of

the benefits of rheumatology or ultrasound.4

Of the 118 survey participants, 50% fell into the target market of people over the age of 35. 45% of the respondents are “lightly active,” spending a good part of their day on their feet, while 26% are “active”. Almost half of the participants recorded that they walk/hike daily. When it comes to golfing, 83% reported that they never participate. 66% have suffered a sports injury at least once.

When asked how those who went to a specialty doctor for a sports related injury found the practice, the top three choices were “referral from doctor” (38%), “referral from friend or family” (33%) and “walk-in visit” (20%). The survey provided a fill in the blank option for “Other.” One particularly interesting response was “coaches’ recommendation.” Pixel & Mortar believes that athletic coaches and other sports related leaders are the key factor to entering the local sports/health market.

SURVEY RESULTSWord of Mouth

Referral from friend or family

Referral from doctor

Advertisement

Walk-In Visit

Website/Social Media

Insurance placement

Other (please specify)

16%

33%

38%

2%

20%

5%

17%

29%

OVER 115 PARTICIPANTS COMPLETED THE SURVEY.

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Of those participants who had suffered a sports-related injury, most sought treatment from a primary care physician or family doctor (57%), physical therapist (49%) or orthopedist (33%). Sports medicine specialists came in at a close fourth (32%). Rheumatologists came in last at a mere one percent.

Survey participants who responded that they had never had a sports-related injury were directed to a series of scenario-based questions. These questions were helpful in gaining insight into which medical professionals participants would seek treatment from if they experienced a sports related injury. See the opposite page for the scenario questions which ranged from issues of chronic pain to sports-related injuries. The scenarios revealed that people who have had no experience with sports injuries would most likely go to their primary care physician or family doctor for treatment. This trend was very apparent throughout the survey; in each scenario,

SURVEY RESULTSCONTINUED

participants repeatedly chose their primary care physician for injury and pain treatment. There are several possible reasons for these results; participants may be more comfortable seeking treatment or medical guidance from a family doctor they see more regularly than a specialist; they may need to see their doctor before being referred to a specialist. Additionally, it was found that a majority of the participants would be willing to spend 16 minutes to one hour commuting to a medical practice with 44% willing to commute for 16 to 30 minutes and 32% willing to commute for 30 minutes to one hour.

The survey posed several open-ended questions including asking participants to define rheumatology to the best of their ability. Many participants did not know the definition at all. Those who did used hedge words such as “I think” and added question marks at the end of their answers leading to the belief that the participants were either uncertain of or lacked confidence in their answer.

THOSE WHO DID DEFINE RHEUMATOLOGY LACKED CONFIDENCE IN THEIR ANSWER.

Based on the primary data, most participants lacked a basic knowledge of rheumatology. Those that chose to define the term did not appear confident in the accuracy of their answer. Participants did not seek treatment for a sports related injury from a rheumatologist. Knowing this, Pixel & Mortar believes that it is necessary to rebrand ARC with a title that can encompass all the center has to offer; the name should be familiar and comfortable with the target market of people ages 35 and older.

As previously stated, participants seek treatment for a sports related injury from their primary care physician - not a rheumatologist. If the participant did go to a specialty doctor, they went to one based on referrals from friends, family, their primary care physician or from insurance placement. It was also found that most people were willing to travel between 16 minutes and one hour to a medical practice. ARC is considering a new location in Boynton Beach; this location is only 11 minutes away from the current location in Delray Beach. Based on the primary data, the future location of ARC is too close to the current location. There is a strong chance for product cannibalization due to proximity.

DISCUSSION

Less than 10 minutes

10 to 15 minutes

15 to 30 minutes

2%

13%

44%

30 minutes to 1 hour

Over an hour

32%

9%

How long would you be willing to commute to a medical practice? According to primary research, most people were willing to travel between 16 minutes and one hour. This information could strongly influence ARC’ s second location.

Primary care physician

Orthopedist

Chiropractor

Rheumatologist

76%

19%

10%

5%

0%

Radiologist

Podiatrist

Physical Therapist

Pain Management Specialist

Sports Medicine Specialist

Emergency Care

Other (please specify)

3%

10%

10%

26%

22%

2%

SCENARIO: You play golf once a week with friends. Recently, you have been experiencing pain and inflammation on the inner side of your elbow, forearm and wrist. It isn’t going away despite the use of over-the-counter remedies such as aspirin and heating pads. Which medical professionals would you seek treatment from for your injury? Check all that apply.

In this scenario, Pixel & Mortar wanted to see which medical professionals participants would seek help from if they were to suffer from an injury related to leisure sports that consisted of chronic pain. The results suggest that participants would first go to their primary care physician to receive treatment.

Primary care physician

Orthopedist

Chiropractor

Rheumatologist

59%

19%

4%

2%

9%

Radiologist

Podiatrist

Physical Therapist

Pain Management Specialist

Sports Medicine Specialist

Emergency Care

Other (please specify)

4%

5%

45%

21%

25%

2%

Primary care physician

Orthopedist

Chiropractor

Rheumatologist

73%

14%

4%

18%

0%

Radiologist

Podiatrist

Physical Therapist

Pain Management Specialist

Sports Medicine Specialist

Emergency Care

Other (please

2%

14%

9%

20%

5%

0%

Pregnancy

OB/GYN

Tumors/cysts

EKG Procedures

87%

55%

44%

7%

11%

Biopsy

Musculoskeletal Conditions

Physical Therapy

Rheumatology

Abdominal Pain

Gastroenterology

8%

8%

13%

14%

29%

SCENARIO: You are an avid jogger. One morning, near the end of your run, you trip and roll your ankle, hearing a loud pop. The pain makes it difficult to walk home and within a few hours, your ankle begins to swell. Which medical professionals would you seek treatment from for your injury? Check all that apply.

This scenario was created to mimic sports with an accidental injury. Participants indicated that they would seek treatment from their primary care physician. Due to the events of the injury, participants indicated that their second choice for seeking treatment would be emergency care.

SCENARIO: You spend the majority of your day typing on a keyboard. You begin noticing that your wrists and fingers ache more frequently. The pain does not go away with rest and makes it difficult to perform household tasks. The pain is no longer manageable. Which medical professionals would you seek treatment from for your injury? Check all that apply.

This scenario was created to mimic the pain associated with arthritis. Participants were again most likely to seek help from their primary care physician.

Which of the follow does our target market most associate with ultrasound? Pregnancy was the top choice at 87%, while OB/GYN came in second at 55% and tumors ranked third at 44%. Meanwhile, rheumatology only received 8%.

30%

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SWOT ANALYSISBREAKING IT DOWN

By conducting a SWOT analysis of Advanced Rheumatology Center, Pixel & Mortar was able to gain insight into the clinic’s current business model. ARC stands out through the use of innovative ultrasound technology and superior service, but is hindered by their lack of consistent marketing and patients who don’t understand the basics. Pixel & Mortar found opportunities for ARC to grow through education, expansion and effective advertising.

GAINING A CLEAR UNDERSTANDING OF ARC’S CURRENT STATE.

STRENGTHSUltrasound technology for more precise targeting

Benefits: less pain, no ionizing radiation

First and only in Florida awarded MU accreditation

Three board-certified rheumatologists

Four individually-accredited MSK sonographers

Same-day diagnosis and treatment

Patient-centered focus

Delray Beach location: 63.4% of population over 35

WEAKNESSES OPPORTUNITIES THREATSOnly one location limits potential patients

Disjointed marketing efforts

Lacks a definitive and consistent brand image

Low male patient base

No Infusion Suite for traditional RA patients

Rely heavily on insurance providers and referrals

Potential to excel in social media over competitors

Increase number of non-seasonal patients

Branching out to new Florida location(s)

Room for expansion of partnerships and affiliations

Potential rebrand to reach a new target market

Community outreach through event sponsorship

Lack of knowledge of rheumatology and benefits

Lack of knowledge of ultrasound and benefits

Limited insurance plans

Seasonal patients

Several competitors have hospital affiliations

Highly-competitive and growing industry

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MARKETING PLAN

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MARKETING PLAN

PRODUCT Advanced Rheumatology Center offers a unique service; ARC is the only clinic in Florida to be accredited in musculoskeletal ultrasound technology. ARC offers state-of-the-art technology and care in four areas of medical practice: rheumatology, radiology, pain management and sports medicine. Technology employed by ARC includes: ultrasound-guided injections, ultrasound diagnostic procedures, PRP injections and digital x-rays By using ultrasound, ARC can provide same day diagnosis and treatment of an ailment. In comparison,

MRI and CT scans can take up to 48 hours for results. The clinic also uses ultrasound-guided injections for precise accuracy of the needle.

ARC provides care in a modern yet comfortable clinic. The waiting room is equipped with a flat screen TV and cooler. Relaxing music and leather chairs are provided for patients. ARC prides itself on having a knowledgeable and friendly staff of professionals. This team is dedicated to the patient’s every need. Staff members are required to greet patients, escort them to the restrooms

Keeping primary research in mind, Pixel & Mortar wanted to re-position ARC in consumers’ minds as “the first and only medical center in Florida to be accredited in musculoskeletal ultrasound procedures that provides same-day diagnosis and precise medical treatment in the areas of sports medicine, rheumatology, radiology and pain management.”

and call them by their first names (Hirsh, 2013).

PRICE Services from Advanced Rheumatology Center fall into the high price range, due to the quality care and top of the line technology that is used. ARC accepts most insurance plans. Seventy percent of the current patients have Medicare. There is no recommendation for price in this campaign.

PLACEMENT At the present time, Advanced Rheumatology Center offers services from one location in Delray Beach. ARC plans to expand these services to a broader patient base with a second location by 2015 in the South Florida area.

PROMOTION Promotion for Advanced Rheumatology Center will use both traditional

and non-traditional methods. Traditional media will include: print advertisements, (magazine and newspaper) and outdoor advertising. ARC will also reach their target market through increased social media. By creating a Facebook page, ARC will have an informative and interactive presence. Potential patients will also be targeted through direct mail such as postcards and brochures.

Advertising will also take the form of promotional materials that will be made available in the office waiting room at the center. Additionally, promotion will take the form of sponsorship of appropriate events. Special public relations events, such as luncheons, will also be organized to spread ARC’s message to primary care physicians and other medical professionals in related fields.

34-54 year old active Caucasian men and women

PRIMARY MARKET SECONDARY MARKET

Insured with a non-managed health care plan

Live within 20 miles of ARC, will drive up to 30 minutes

Suffers from acute or long-term sports injuries.

Married, college educated, moderate to high income

Looking for a non-surgical alternative to treatment

Active online but also uses traditional media (TV, radio)

55+ year-old Caucasian women and men (current primary market for ARC)

Retired with a moderate to high income

Lives within 5 miles of ARC during winter months

Suffers from osteoarthritis or other “wear and tear” pain

Seeking non-surgical options for joint injections

Uses traditional media (TV and radio) the most ” T H E S N OW B I R D ”” T H E S AT U R D AY AT H L E T E ”

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IMC RATIONALE

The most prominent challenge of this campaign is raising overall awareness of Advanced Rheumatology Center and the benefits of its non-invasive surgical procedures. Specialized internal medicine is a quickly-growing and competitive industry; there are now two specialists for every general practitioner, making it a challenge to stand out to potential customers, partnerships and affiliations.

Due to a lack of presence and cohesive branding, many of these potential customers are unaware of Advanced Rheumatology Center and its services. As they look to expand into the field of sports medicine and broaden their target market, ARC needs a strong brand image that encompasses everything they are and everything they do. As a pioneer in Florida for non-invasive treatment and technology, a well-branded ARC has the opportunity to attract patients who are hesitant of the physical and financial burdens of surgery and be at the top of mind when it comes to alternatives.

STRATEGY AND REASONING

IMC STRATEGY

Another challenge revealed by our primary research is the lack of knowledge about rheumatology and musculoskeletal ultrasound - two of ARC’s key strengths. As a result, patients sought treatment from more “familiar” practices, such as orthopedists or sports medicine specialists. It was discovered that many potential patients believe that surgery is their best and/or only option when it comes to serious joint and muscle pain or injuries; others will just “tough it out.” A primary focus of the campaign will be to educate our target market on the benefits of rheumatology, musculoskeletal ultrasound and other beneficial non-invasive treatments.

In addition, we realized that patients of all ages trust their close friends, families, and doctors; a recommendation from one of these trusted sources will trump even the strongest advertising campaign. As a result, the focus will be on equipping these influencers with tools and resources to spread the word about ARC to their close circles. Fortunately, word of mouth can serve as the strongest and most memorable form of marketing.

This campaign’s goal is to reposition Advanced Rheumatology Center in its target’s minds and establish it as the leading medical practice for sports medicine, rheumatology, radiology and pain management in the communities it serves. It also strives to place ARC top of mind for physician referrals. In order to achieve this repositioning and strengthening of the brand, the campaign will focus its efforts around four key goals listed below:

ARC NEEDS A STRONG BRAND IMAGE THAT ENCOMPASSES EVERYTHING THEY CAN DO.

The first step of this campaign will see the development of a new unified brand image. The clinic’s new identity will encompass all services and establish a personal association to patients.

New brands need a strong initial push; as a result, the theme of this campaign will focus on making patients aware of ARC’s features and benefits. With large lifestyle images, branded colors and body copy that appeals to both emotion and logic, these advertisements are both effective and aesthetically-pleasing.

This campaign will span several different mediums, from print and direct mail to digital and social media, as well as direct mail in order to best reach consumers. Event sponsorship will also play a role in garnering local recognition for the new brand. Pixel & Mortar has selected the most cost effective methods of reaching its target markets.

The ARC website will be redesigned with a new branded color scheme and a more organized, user friendly and visually engaging layout. Information should be clear and easy to find, especially when it comes to health. It is important for a customer to have a good first

BUILDING A GAME PLANimpression, and a strong online presence is crucial when establishing a new identity.

One tactic that will differentiate ARC from its competitors is the use of social media. As part of this campaign, a Facebook page will be created for ARC; here, potential customers can access information and current patients can show their appreciation by “liking” and commenting. Social media will allow ARC to communicate better with its patients. Maintaining strong channels of communication between the clinic and its customers is crucial. People like to feel that their voices are being heard and that their input is being taken into consideration.

Direct mail is another strategy that will be used to keep ARC in the minds of consumers. The ultimate goal is that patients will choose ARC for their non-surgical treatment needs; however, this cannot happen if ARC is not in their minds to begin with. Campaign-themed postcards and informative brochures will periodically remind about the treatments offered at ARC. These direct mail pieces will be sent out regularly in order to stay at the top of consumers’ minds and build awareness of the new brand.

Finally, ARC can use existing outdoor and outreach advertising to create a presence in its surrounding communities. Event and sport sponsorship will to help reinforce concepts created by the other aspects of the campaign. ARC will donate money to have its name be placed on banners during sporting events - such as a community 5k - to reinforce buzz and create more recognition about the brand. It is important for ARC to prominently display itself at these appropriate local events. These associations will build over time and ARC will continue to see the reuslts of an established brand reputation.

SETTING THE BAR HIGH:MARKETING OBJECTIVES

To increase the patient base for Dr. Alvarez by 30% and Dr. Hutton by 20% by 2015. 1

2 To increase overall revenue by 15% by 2014. By 2015, open a second location in Florida.Raise awareness of Advanced Rheumatology Center in primary and secondary markets.

Establish a presence in the local sports medicine market.

Increase referrals from general physicians and current patients.

Educate new and potential patients about the benefits of musculoskeletal ultrasound.1

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CAMPAIGN GOALS

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CREATIVE CONCEPTS

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TIME FOR A RECAP. WHAT HAVE WE LEARNED SO FAR?THE CREATIVE BRIEF.

THE ISSUE Why advertise at all?

According to the research conducted by Pixel & Mortar, there were a few main problems pertaining to The Hirsh Center’s primary target. Most of them are unaware of the practice of rheumatology, let alone its benefits. They are also unaware of the benefits of ultrasound regarding treatment of sports related injuries. Most significantly, they think that surgery is their best and only option for sports-related injuries.

OBJECTIVE What do we need to achieve?

The advertising and marketing material will educate the primary target on the benefits of rheumatology, ultrasound and sports medicine. The new campaign will also help spread awareness of The Hirsh Center to active prospective clients and athletes through the coach outreach program and sponsorships of different athletic events.

KEY INSIGHT What is the main idea?

Establish The Hirsh Center as the best practice for patients looking for nonsurgical alternatives for sports related injuries and athletes seeking treatment that can keep them in the game.

THE CHALLENGE What is the best way?

Use a combination of rebranding, the creation of a new coach outreach program, and sponsorship of athletic events to spread awareness of The Hirsh Center to those that influence the medical decisions of their athletes and teammates. Also redesign current literature, print and outdoor campaigns to make them more approachable to prospective clients seeking treatment for sports-related injuries.

DEMOGRAPHIC Who will see this?

This half of the campaign is targeted toward those aged 35 to 54 with a middle- to high- income that can usually afford to pay for their treatments out-of-pocket. They are active and regularly participate in recreational athletics in an effort to maintain a healthy lifestyle. They are at risk for injuries and need a place to go to make sure injuries don’t hinder their long-term health.

MEDIA AND MANDATORIES Now what?

This campaign will be placed through print, packaging, direct mail, email and social media. All materials are required to have The Hirsh Center’s logo and may be presented in black and white if needed. All advertisements must provide names of the doctors, contact information (phone numbers, etc.) and a URL to The Hirsh Center’s website (www.thehirshcenter.com).

PRIMARY TARGET MARKET“THE SATURDAY ATHLETES”AGES 35-54

THE ISSUE Why advertise at all?

There were four main problems pertaining to The Hirsh Center’s secondary target market. Most are unaware of the practice of rheumatology, let alone its benefits. They are also unaware of the benefits of ultrasound regarding joint treatment and pain management. Many think primary care physicians know best and automatically use their referrals without exploring other options. Most significantly, they think surgery is their best and only option for joint pain.

OBJECTIVE What do we need to achieve?

The advertising and marketing material will educate the secondary target audience on rheumatology and its benefits along with the advantages of The Hirsh Center’s use of ultrasound. The new campaign will also help spread awareness of The Hirsh Center and bring more quality patients to the practice.

KEY INSIGHT What is the main idea?

Establish The Hirsh Center as the best practice for patients looking for nonsurgical alternatives for their joint and pain management using the latest technology and offering superior customer service.

THE CHALLENGE What is the best way?

Use a combination of rebranding and the refurbishment of previous marketing and publicity materials to reposition The Hirsh Center and gain more referrals through new take-home materials to build new relationships. Also redesign current literature, print and outdoor campaigns to make them more approachable to prospective clients and increase awareness.

DEMOGRAPHIC Who will see this?

This half of the campaign is targeted toward those aged 55 or older with a middle-to-high income that can usually afford to pay for their treatments out-of-pocket. Most of them are snowbirds that stay in Florida during the winter, but are absent in the summer.

MEDIA AND MANDATORIES Now what?

This campaign will be placed through print, packaging, direct mail, email and social media. All materials are required to have The Hirsh Center’s logo and may be presented in black and white if needed. All advertisements must provide names of the doctors, contact information (phone numbers, etc.) and a URL to The Hirsh Center’s website (www.thehirshcenter.com).

SECONDARY TARGET MARKET“THE SNOWBIRDS”AGES 55 AND OLDER

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A BRAND NEW NAME.The results of the primary research revealed one major issue with Advanced Rheumatology Center’s current brand identity: less than 10% knew the definition of rheumatology, a service that made up an overwhelming part of both the center and its name. It became apparent early in the planning process that in order to achieve a higher awareness in the minds their target market, ARC would need more than just a new logo. The clinic would

need a whole new identity - one that felt personal to patients, encompassed a wide range of treatments, and allowed room for future expansion.

There were two different paths explored for the naming process. The first relied on an equation of strong adjectives and established medical terms that, when executed properly, would create the image of a trusted practice. The team brainstormed dozens of words, including “Institute,” “Precision,” “Motion,” and “Elite”; at the end of the day, however, these obvious plays proved too common and lacked the necessary personality.

The other naming path the team followed was the idea of naming the center after the founder. The benefit of using the Hirsh name for the center’s title was actually very pronounced. Dr. Hirsh has already built up some serious local recognition in the Delray Beach community and in the close, trusted relationships with his patient base. This solved one of the biggest issues of the previous identity: that people create a stronger association with the name of their doctor than the title of the clinic itself. A name creates immediate warmth in a consumer’s mind that cannot be replicated by even the best combination of filler words.

The creation of the brand mark was a very thorough process; initially, the creative team started with traditional ideas and medical symbols such as monograms, crests and crosses, yet none of these felt like they stood out enough. Round two saw a completely different approach, playing with different combinations of creative, graphic-based shapes. Eventually, Pixel & Mortar landed on the simple shape of a triangle. The three-sided shape kept the mark

simple, while conveying strength and solidity; the triangle also points forward towards progress and expansion. Coupled in a series with three other repetitions, the mark becomes a simplified representation of a joint in motion. By not choosing an icon specific to any service or treatment, The Hirsh Center has room to expand and change their core services without a massive branding overhaul.

The Hirsh Center needed a unique color palette to set it apart from other practices in the industry. Dark colors like navy, burgundy and hunter green are common choices in the medical field; they are believed to convey a sense of establishment and trust. Pixel & Mortar believes that a bold color scheme can still achieve the goal of being a bit playful, while still remaining professional. The creative team eventually settled on a lively pairing of blue and green – a callback to the original ARC brand palette and the clinic’s tropical South Florida roots. Paired with two strong sans-serif fonts, the logo is aesthetically pleasing and readable at any size.

The only thing left to decide on was the description - the tagline that fell underneath the center’s name. Since rheumatology is the backbone of the practice, the team agreed it needed to stay. The second half of the tagline was drafted and re-drafted several times until it gave a broad enough representation of the center’s offerings, resulting in “For Rheumatology and Comprehensive Joint Care.”

As mentioned earlier, Pixel & Mortar wanted to be conscious of the future evolution of the brand, making sure not to pigeonhole the practice with any icon or visual reference that would not be applicable as the center expanded. This mindset included the name, as well. Although The Hirsh Center bears the name of the founders, it can serve as a broad umbrella to the several other doctors and specialists that work there. “The Hirsh Center” has both the intimacy of a small private practice and the power to stand alone as a successful company. This is not just about a single person- it is about the thousands of doctors, patients and community members they strive to serve.

A NAME CREATES AN IMMEDIATE BOND THAT FILLER WORDS CANNOT REPLICATE.

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BRAND COLLATERAL

It is important that ARC’s new branding efforts are represented on all platforms - not only with external campaign efforts but inside the clinic, as well. As the creative team evolved and polished the new look, they began incorporating it into the brand experience. How would it look on paper? In the clinic? In the hands of patients?

With the use of a new, simplistic logo mark and clean typography, the creative team was able to achieve strong, clean and lively branding material that drives home the overall message of the center. This is not just another stuffy , cold medical clinic; it is a welcoming environment that cares about its patients, its relationships and its treatments.

Keeping this in mind, Pixel & Mortar has designed a full stationary set that can be incorporated into all professional center communications - letters, press releases, thank you notes, and more. Branded envelopes and folders help keep the message consistent throughout the experience. Patients can take home pens, pencils and USB drives that boast The Hirsh Center’s new logo. Even the employee badges have gotten a facelift with a streamlined design and a fun bright green lanyard.

Two sets of business cards were designed for the rebrand. The first is a general business card that boasts the contact information for Dr. Hirsh, Dr. Hutton, Dr. Alvarez, and the center as a whole. These cards can be placed in public areas such as the reception desk. The second is a series of individual business cards for each doctor; these can be handed out to patients as the physicians see fit.

All designs are printer-ready and can be found on the included content DVD. Examples of the branded collateral can be found on the opposite page. A full list can be found below.

Clockwise from top left: Hirsh Center branded pencil, pen, 8.5 x 11 letterhead, storage folder, individual business cards,

ID badge, size 10 mailing envelopes, iPhone wallpaper, general business cards and USB flash drives.

EXTENDING THE IDENTITY

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The following series of print advertisements will be placed in local magazines, newspapers and community newsletters distributed within 30 miles of Advanced Rheumatology Center. Each execution highlights a specific feature/benefit pair demonstrated through the headline, subhead and photography. In the body copy, these positive elements are woven throughout the clinic’s positioning statement in order to establish ARC as the top-of-mind choice when it comes to rheumatology, sports medicine, or pain management. The colors

of the print advertisements mirror the blue and green color scheme of the logo, which stands out nicely against the large feature image. In one example, ARC’s dedication to same day treatment is emphasized simultaneously with the long term results that can be achieved through noninvasive treatment procedures. The feature image of the elderly couple is applicable and appealing to ARC’s secondary target market of patients ages 55 and older. The corresponding body copy expands upon the efficiency of non-surgical pain treatment and the added benefit of no recovery time. In addition to the full-page color advertisements, Pixel & Mortar has designed half-page color and full-page grayscale versions to allow for flexibility in media placement. All 15 printer-ready files can be found on the included content DVD.

PRINT ADS

The core of a great practice is the strong relationship between physicians and patients. Pixel & Mortar recognized that Advanced Rheumatology Center values these personal connections and worked to develop a campaign around the many other relationships that ARC offers. The concept focuses on the idea that the individual features of ARC are great alone; but when paired with a benefit, they create an experience that exceeds expectations.

THE CAMPAIGN

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PRINT AD EXAMPLES

A ONE-ON-ONE RELATIONSHIP.

A ONE-OF-A-KIND HEALTHCARE EXPERIENCE.

Here you’re not just a number. At the Hirsh Center, patients are our first priority. Our board-certified specialists take the time to build close relationships and provide a one-of-a-kind service with expertise that you can trust. The Hirsh Center is the first and only clinic in Florida to offer Accredited Musculoskeletal Ultrasound - a noninvasive solution for conditions such as osteoarthritis, rheumatoid arthritis, sports injuries and joint pain. You’re our favorite patient. (Pssst! Don’t tell the others.)

YOUR GAME-WINNING DRIVE.

OUR GAME-CHANGING MEDICAL INNOVATION.

Joint pain doesn’t give you a time-out. Whether you’re a world class athlete or a weekend warrior, you can’t let pain slow you down. The Hirsh Center has drafted new innovations in pain relief technology to quickly treat and get you back in the game. The Hirsh Center is the first and only clinic in Florida to offer Accredited Musculoskeletal Ultrasound - a noninvasive solution for conditions such as osteoarthritis, rheumatoid arthritis, sports injuries and joint pain. We’re making strides in our field so you can conquer yours.

OUR PHYSICIANS GO THE EXTRA MILE.

YOU STAY CLOSE TO HOME.

Relief for your joint pain is closer than you might think.The Hirsh Center is the first and only clinic in Florida to offer Accredited Musculoskeletal Ultrasound - a noninvasive solution for conditions such as osteoarthritis, rheumatoid arthritis, sports injuries and joint pain. The Hirsh Center serves Delray Beach and surrounding communities with a convenient, patient-centric focus with care that goes above and beyond expectations. We’ll go the extra mile so that you can too.

SAME DAY TREATMENT.

LONG TERM RESULTS.

Why play a waiting game with pain? The Hirsh Center is the first and only clinic in Florida to offer Accredited Musculoskeletal Ultrasound - a noninvasive solution for conditions such as osteoarthritis, rheumatoid arthritis, sports injuries and joint pain. The Hirsh Center offers same-day diagnosis and treatment. When tomorrow can’t come soon enough, we guarantee quick and effective nonsurgical pain relief to give you your life back today. Your recovery time is now free time.

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During the process of rebranding, it is important to make both existing and potential patients aware of the changes. Pixel & Mortar also realizes that ARC is a very community-centered, word-of-mouth-driven business. A series of direct mail postcards were designed to generate awareness in the immediate vicinity of ARC. By utilizing this medium to the full extent, ARC can ensure that their new name and established reputation can be hand-delivered to the communities they serve.

The direct mail campaign consists of a series of 4 full-color, double-sided 6x9 postcards. The front design is an extension of the campaign, featuring a full-size image and themed headline. On the reverse, recipients will find themed copy, a long list of treatments, and contact information for the clinic. The postcards include all necessary postal information and are ready to mail.

By including both lifestyle and sports images, the direct mail piece becomes a universal tool that can reach both of ARC’s target markets: the primary market of 35-55 year old active adults, and the secondary market of “snowbirds” ages 55 and older. While print is a lasting medium, it has a short shelf life; recipients are quick to pass over anything that doesn’t immediately stand out to them. Therefore, the visual has to engage the audience within seconds and prompt them to find out more.

In addition to the postcards, ARC can also use its newly designed informative brochure as a direct mail piece. While significantly more information-heavy, this brochure could serve as a good tool to introduce the new brand to the community.

DIRECT MAILBRINGING IMPORTANT CLINIC INFORMATION STRAIGHT TO OUR PATIENTS’ FRONT DOORS.

MAIL IS A FLEETING MEDIUM. RECIPIENTS WILL MAKE A CHOICE WITHIN SECONDS.

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Pixel & Mortar discovered that ARC currently holds a contract for local bus shelter advertisements through the end of 2015. There are several benefits to utilizing this medium; it reaches a wide demographic of people in transit, and its stationary location allows viewers more time to read. As a result, the design of the advertisement can feature more information, such as a list of services, contact information, etc. Pixel & Mortar suggests that ARC continue using these bus shelter placements but update the advertisement with a new, campaign-themed print.

OUTDOOR ADVERTISINGWHERE CAMPAIGN MEETS COMMUNITY

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WEBSITE REDESIGN

An initial assessment of Advanced Rheumatology Center’s website revealed the site was generally relevant and well-organized; however, the page lacked a clean design, a strong brand image and overall visitor appeal. The current homepage is extremely copy-heavy and the navigation is not streamlined efficiently. Coupled with several small or low resolution images, the overall user experience of the website depreciates.

The redesign utilizes the new brand elements to the fullest extent. A vibrant blue and green color scheme creates immediate interest, while a secondary palette of cream and tan help maintain a professional feel. A large hero board auto-scrolls through campaign photographs and headlines, putting ARC’s benefits (including their accreditation) front and center. The navigation bars have been redesigned to offer more streamlined drop-down options that don’t extend beyond the “fold” of the page; updated tabs include “Specialists,” “Patient Information,” and “Technologies.”

Important body copy has been moved below the fold of the homepage. This is a conscious decision to encourage visitors to continue scrolling down the page, rather than facing a wall of text on arrival. A welcome paragraph briefly touches on the mission and goals of the practice; under that, visitors learn about the clinic’s benefits in “Why choose The Hirsh’s Center?”

One of Pixel & Mortar’s primary goals is to connect new and existing patients with Advanced Rheumatology Center. Through the use of a new blog and a stronger social media presence, ARC will build trust and credibility with their target market. Blog posts can feature any relevant information to the clinic- new partnerships and locations, relevant health information, sponsored community events, etc. By creating these articles and using social media to promote them, ARC can successfully increase web traffic to their new page.

The newly-designed homepage for The Hirsh Center boasts a simplified and streamlined design in brand-consistent colors.

Information is organized neatly throughout the page, encouraging visitors to scroll down and navigate through the various links.

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When crafting a new homepage for The Hirsh Center, the creative team knew they wanted to incorporate a few important elements that were absent from the previous design. The first was an improved navigation bar; drop-down menus now fit neatly above the fold, making it easier to select a link. New “Refer a Friend” and “Make an Appointment” buttons create a more positive user experience and blog posts are now integrated directly into the page.

HOMEPAGE HIGHLIGHTS

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DIGITAL ADVERTISINGBLOG Advanced Rheumatology Center is encouraged to participate in blogging because it is an effective tool to feature the company as both informative and relevant to their target audience. Blogs serve as an online column that costs nothing and returns what is put into it. Blogs have the potential to expand the brand image of a business because they are informative, personable and shareable. In addition, they can help increase SEO and web traffic, educate patients, and create new content.

Adding a blog spot on the revamped webpage can potentially increase traffic to the website because of off-

page search engine optimization (SEO). Off-page SEO allows for links on other websites to be traced back to the ARC website. Keywords in the blog headlines can also be linked back to the site from search engines such as Google, Yahoo or Bing.

The content featured on the site will include related articles on the medical services and products ARC offers, patient testimonials, personal staff entries, as well as featured articles relative to the advances in the medical industry. A mix of educational and entertaining posts with real content will encourage viewers to share the blog on their social

media outlets or through email. Advanced Rheumatology Center is encouraged to blog as often as they can; preferably, 2-3 times per week. Blogs posts should always have a call to action, including a phone number for additional information and an email address to contact a staffer for further contact.

BANNER ADS Internet is a highly-used medium by our primary target market. These banner advertisements can be placed on relevant, high-traffic sites and are easy to read. In an effort to increase traffic to ARC’s new homepage, Pixel & Mortar has created several different digital display ads. These ads are a continuation of the print campaign, yet

simplified for their intended media. Here, the headlines and images are designed to catch interest and promote the call to action. Each display ad links to the ARC homepage where visitors will be greeted with consistent visuals.

For example, most ads will feature a moving headline placed against a static lifestyle image. The headline moves in from the side, catching a viewer’s attention. Then the image slides up to reveal The Hirsh Center logo and a call to action button linking to the homepage. See above for a full description of the banner ad.

Learn More

HOW DOES IT WORK?

The animation for the above banner ad is as follows: a green banner enters the frame from the right side with headline, “Same Day Treatment.” After five seconds, the green banner exits the frame. Simultaneously, a blue banner enters from right side with headline, “Long Term Results.” After five seconds, the image slides up, revealing a white footer. The Hirsh Center logo appears along with a “Learn More” button, which links directly to www.thehirshcenter.com. Here, patients will discover similar themed content and info.

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SOCIAL MEDIATHE COMPETITIVE LANDSCAPE Advanced Rheumatology Center has a great opportunity to use Facebook as an effective, cost-efficient tool for advertising and succeed where their direct competitors have fallen short. As stated previously in Pixel & Mortar’s competitive analysis, most competitors have not used Facebook or other social media efficiently. Lack of posts and overall effort has given these competitors a poor showing in the realm of

social media, which negatively impacts their consistency of brand positioning. ARC will take advantage of this by using Facebook to the highest potential. The following social media analysis will provide insight on the areas in which ARC can provide their Facebook followers with a variety of updates focused on center news, sponsorships, events, patient spotlights and content from the doctors themselves.

PROFILE AND COVER PHOTO Advanced Rheumatology Center will incorporate assets from their rebranding into the aesthetics of their Facebook design and layout, including their default profile and cover photos. Creating clean, high quality profile and cover photos is key for effective Facebook pages as it creates consistent brand identity and is appealing to new visitors who may otherwise be turned off from inconsistent design and graphics.

The default profile picture will be made from a high-resolution photo showcasing the logo of the new rebranding with a square dimension of 500 x 500 pixels. The cover photo for the page will also implement new logos and creative with a perfect fit of 851 x 350 pixels. Pixel & Mortar’s new creative for Advanced Rheumatology Center is a solid foundation for the launch of the center’s new Facebook page.

POST FREQUENCY During normal business hours in which no special events are taking place, it is not necessary to post on the Facebook page more than two or three times a week. Most posts need to vary between regular status updates, pictures and the occasional video. Advanced Rheumatology Center will occasional have special posts

regarding blog updates, client spotlights and coverage of live events that ARC sponsors, including running and school events. It is important for ARC not to post too frequently; the goal is to focus on quality over quantity. Posting too frequently may turn off followers that feel that their newsfeed is clogged by unnecessary posts.

SPECIAL CLIENT POSTS Advanced Rheumatology

Center will occasionally create Facebook posts centered on a particular patient. These posts will be comprised of a picture of the client along with a testimonial about their experience at ARC, their particular doctor and the services they’ve received. This can be done through a short interview that is conducted with the client’s permission. These posts will help add variety to ARC’s feed while also giving their followers a view of the practice from the viewpoint of their dedicated patients.

ADDING PERSONALITY Feel free to add personality to posts from ARC. As stated previously, ARC’s direct competitors are not taking full advantage of Facebook. This is due to a combination of an outright lack of effort and a lack of personable content. Potential followers want to follow a Facebook page that not only informs, but also entertains. This can easily be accomplished through the variety of posts and adding humor and personality to status updates. Don’t be afraid to have members of the staff write their posts and be creative when coming up with headlines or captions for picture, links to blog posts and overall updates.

POSTS BY DOCTORS Many clients are very intent on communicating with their particular doctor. It is important to have each doctor, Dr. Hirsh, Dr. Alvarez and Dr. Hutton, occasionally have a special post on the page. These can be anything from a photo to status update that provides insight on their particular side of the practice. These posts can be marked by simply adding the doctor’s initials or name at the end of the post to let followers see that this particular content came from a doctor at Advanced Rheumatology Center.

THERE IS AN OPPORTUNITY TO SUCCEED WHERE YOUR COMPETITORS FALL SHORT.

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CREATING CONTENT

LINKING BLOG POSTS As described in the creative brief, Pixel & Mortar will be moving the Bones & Joints newsletter from print to online. In keeping up with social media today, newsletter articles will be featured on a blog. The blog posts will be advertised through Facebook, and Facebook will bring traffic to the blog.

ONSITE POSTS Posting onsite from sponsored events allows participants to connect with ARC both online and in person. Updating on-site shows that a company that is current,

active and involved in the community.

SETTING UP THE ABOUT SECTION Brief: Advanced Rheumatology Center is the first and only medical center in Florida to be accredited in musculoskeletal ultrasound procedures that provide same-day diagnosis and precise medical treatment in the areas of sports medicine, rheumatology, radiology and pain management. In-Depth: Advanced Rheumatology Center is a family-owned medical practice located in Delray Beach, Florida. Vice President Meredith

Why use only Facebook? Pixel & Mortar suggests sticking to one social media site; don’t spread yourself too thin in an attempt to create awareness. Facebook is a great way to stay connected to a target audience without being overwhelmed by maintenance. Facebook posts are require updates less frequently than sites such as Twitter and Google+.

Hirsh and her husband, Dr. Marc J. Hirsh, founded ARC in October 2007. ARC the first and only medical center in Florida to be accredited in musculoskeletal ultrasound procedures. They provide same-day diagnosis and precise medical treatment in the areas of sports medicine, rheumatology, and radiology and pain management. ARC has committed to providing top-of-the-line care by staffing board certified rheumatologists and employing qualified assistants, coordinators and technicians. ARC is conveniently located on the northeast corner of Jog Road and Floral Lakes Drive, between Linton Blvd and Atlantic Ave.

Doctors: Dr. Hirsh, Dr. Hutton and Dr. Alvarez utilize the latest and most effective treatments, including joint injections and medications, as well as prescriptions for exercise and physical

therapy programs. Patients deserve a doctor and staff who are helpful, knowledgeable and courteous. Dr. Hirsh, Dr. Hutton and Dr. Alvarez are committed to providing high quality medical care with personalized service.

Contact Info: Include map, location, directions, phone and fax number, and website URL.

ADDITIONAL TABS In addition to general information about the center, the Facebook page should feature a “Successfully Treating” tab, which includes the full list of conditions (arthritis, sports injuries, back and neck pain, etc). It should also include ARC’s descriptions of ARC’s various non-invasive treatments (such as musculoskeletal ultrasound and regenerative medicine) and products (injections and viscosupplements).

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SALES PROMOTIONAND PUBLIC RELATIONSPRESS RELEASE To help establish brand recognition in the communities surrounding ARC, Pixel & Mortar suggests distributing a press release to the major businesses, hospitals, medical offices and media outlets in the area. The release will tell ARC’s history as a community clinic, explain their rebranding efforts, and highlight their services, mission

and values. The release can also serve as an educational tool, explaining terms like “rheumatology” and “musculoskeletal ultrasound” in layman’s terms. Publicity generated from this release would increase brand awareness for the general public and create buzz in areas that matter most. An example of a press release can be found below.

ADVANCED RHEUMATOLOGY CENTER BECOMES THE HIRSH CENTER

DELRAY BEACH, Fla. - In an effort to accommodate for upcoming updates to their practice and future expansion, the Advanced Rheumatology Center of Delray Beach, FL has changed its name to become The Hirsh Center. This rebranding comes with no current change in staff. Current clients seeing any of the three board certified doctors on staff (Marc Hirsh, Brett Hutton and Alain Alvarez) will see no changes in their preferred assignment.

This rebranding was made in an effort to create new marketing materials that will inform prospective clients of the benefits of the state-of-the-art technology that The Hirsh Center offers its valued patients. The Hirsh Center will remain dedicated to providing the highest quality nonsurgical treatments in rheumatology, radiology and pain management.

The Hirsh Center will also be focusing on targeting their services to those in need of sports medicine in addition to the traditional rheumatology needs of its current client base. The Hirsh Center would like to spread awareness to sports coaches, gyms and clubs in the surrounding area through sponsorship and new collateral materials. This will build the foundation for the creation of new locations in the state of Florida and beyond.

The Hirsh Center is committed to joining the technology of tomorrow with the needs of today and linking one-on-one relationships with one-of-a-kind service. Current clients can look forward to new email updates, newsletters and literature from the staff of The Hirsh Center, as it cements its place as the top practice for those in need of friendly service and nonsurgical medical treatments.

About The Hirsh Center:

Founded in 2007, The Hirsh Center, formally know as Advanced Rheumatology Center, opened its Delray Beach office with the commitment of providing excellent, comprehensive service for all joint care and pain management needs.

Dr. Hirsh, Dr. Hutton and Dr. Alvarez are committed to providing high quality medical care with personalized service. We strive to provide you with easy access to our clinical staff and prompt feedback when you call with a question or concern. This philosophy has earned us the Patients’ Choice Award for multiple years. All doctors on staff are board certified and focus on procedures using imaging guidance and state-of-the-art medicine and technology.

FOR IMMEDIATE RELEASE Date: January 1, 2013

For more info, contact: Meredith Hirsh Vice President,

The Hirsh Center Email: Meredith@thehirshcenter.com

Phone: 561-819-3100

SOMETIMES THE BEST PR TOOLSARE THE PEOPLE AROUND YOU.

Pixel & Mortar suggests promoting ARC through local events such as half marathons, 5Ks, high school sporting events, charity events, and more. This will not only establish a presence in the minds of the community but also create an association between ARC and athletics. During the events, staff from ARC should be on hand to distribute brochures, pass out branded promotional tools such as tote bags, pens, USB drives, and stress balls, and answer any questions.

EVENT SPONSORSHIP

Through primary research, Pixel & Mortar discovered that ARC lacks presence in the sports medicine market. Due to their strong association with rheumatology, business from those with sports injuries suffers. In an effort to place ARC higher in the minds of athletes and their trainers, Pixel & Mortar has created branded Coach Outreach Packages.

These packages include a drawstring backpack, a water bottle, silicone bracelets, pens, sports-themed brochures and more. All items are branded with the new identity and colors. These packages will be distributed to coaches, athletic trainers, physical trainers and gym owners in the local communities. As a result, these key influencers will have awareness of ARC when it comes time to make a sports medicine recommendation.

See media plan for a full list of branded items, quantities, costs and possible distribution sites.

COACH OUTREACH

From top to bottom: Human bone stress ball, branded USB flash drives in green and blue,

and branded linen tote bag. Not pictured: other examples of promotional materials, such as rubber

awareness bracelets, drawstring backpacks, water bottles and apparel items.

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MEDIA AND BUDGET

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THE PROBLEMS Advanced Rheumatology Center is an established, location-based and product-based brand. In rebranding ARC to allow for the growth of the business, an introduction of a new name must occur. Those who are familiar with the ARC brand must be reintroduced to the new look while being reassured that they are receiving the same service they are used to. There is also the issue of reaching out to a younger audience who may not be familiar with the non-surgical techniques used by ARC or do not think they will benefit from a practice associated with an older demographic.

OBJECTIVE Reach 20% of the target audience with an average frequency of 4.3 by the end of December 2014.

RATIONAL The frequency of the plan was determined using the Ostrow Model. The model is based on a set of factors that will increase or decrease the frequency number (Makienko, 2011). A copy of the factors can be seen in Table 1. Based on the Ostrow Model, the frequency of the media plan is determined to be 4.3. According to 2010 Census information, 5,172,747 people - or 27.6% of Palm Beach County - fall into the age range of 35 to 54 (Census Viewer). Pixel & Mortar would like to reach 20% of this segment.

MEDIA STRATEGIES The media strategy is based on quintile information collected from MediaMark. The information is broken up by demographics and further split into media usage indices.

Due to the rebranding efforts of ARC, new marketing material will need to be produced. Information regarding these changes has been added to the media plan. ARC has a variety of patients. The media usage of the primary audience is vastly different from the secondary audience.

Due to these rebranding challenges and a diverse target market, the media plan is broken up into three different parts.

PART ONE

BRAND STRATEGY

The Advanced Rheumatology Center rebrand will require new promotional items including brochures, business cards, website, apparel and promotional merchandise. A separate budget has been created to account for both primary and necessary media. The goal is to create a cohesive brand image by replacing and updating older merchandise and images. Based on the desire to provide a new brand image for ARC, the first phase of this media plan will focus on branded merchandise and direct mail.

THE MEDIA

MERCHANDISE Rational: With a rebrand comes a new image and the opportunity for new, unique ways to reach out to consumers. ARC is currently advertised primarily through word-of-mouth from current patients. Pixel & Mortar wants to give these patients something to talk about and incentives to spread the word about ARC.

DIRECT MAIL Rational: Despite undergoing a name change, it is important to stress that the great service provided to patients at ARC is the same service they will receive at The Hirsh Center. Direct mail can achieve this by being delivered directly into the hands of the community ARC currently serves.

PROMOTIONS (MERCHANDISE)

Rational: ARC is currently advertised mostly through word-of-mouth from current patients. Pixel & Mortar wants to give these patients something to help and encourage them to spread the word about ARC.

THE MEDIA PLAN WILL BE BROKEN UP INTO THREEDIFFERENT PARTS.

Human Bone Stress Ball: This fun stress ball is a useful and unusual way to raise awareness about ARC. Its shape is reminiscent of ARC’s services and helpful for older patients with arthritis in the hands that may not be able to grip round stress balls. The stress balls would be branded and distributed at the center and events. This is an object that patients will hold on to and put on display due to its unique and fun shape.

Awareness Bracelet: Awareness bracelets are small, inexpensive and easy to store. They can be customized with the new brand and passed out at sponsored events and to patients.

Grocery Tote Bag: Grocery tote bags are very popular and very useful. Due to their long shelf life, the bags possess an ability to be seen multiple times in many locations. They are inexpensive, easy to store and have a positive image of being environmentally friendly. These bags can be passed out at sponsored events and in the office.

Rotate USB Flash Drive (1 GB): Although slightly more expensive, these drives are used daily by individuals who come in contact with technology. These items have the ability to store information about ARC and its services in .pdf and image form. They can be passed out to people are sponsored events or to patients.

Drawstring Tote Bag: These bags are associated with an active lifestyle and can be passed out at sports related events or to patients who visit ARC with a sports related injury. Like the grocery tote bags, these bags have many uses but are also common at the gym, an area highly concentrated with people who may suffer from a sports injury in the future.

MEDIA OVERVIEW

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BRANDED MERCHANDISE CPU TOTAL UNITS COST

Human Bone Stress Ball 1.19 500 $625.00

Awareness Bracelet 0.37 1000 $420.00

Grocery Tote 0.81 300 $415.00

Clinch Up Drawstring Backpack 0.99 150 $184.00

Rotate USB Flashdrive V.2.0 (1GB) 5.52 250 $1,437.00

Total Cost + 10% Contingency $3,389.10

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DIRECT MAIL CIRC. CPU CPM # OF ADS TOTAL COST % BUDGET

Palm Beach Daily News Post Card 11,538 $4500.00 $390.01 1 $4500.00

Rationale: This will introduce the new name to the local area. It is a local mailing list for Palm Beach.

Palm Beach Daily News Brochure 11,538 $4000.00 $1386.72 4 $16,000.00

Rationale: This will be used every third month as a reminder of the new brand to the mailing list.

PART TWOPRIMARY MARKET STRATEGY

The primary market (or “Saturday Athletes”) have a very different style of media consumption. A breakdown of each medium by age category can be found in the Tables 2-8 in

the appendix. Based on the MRI analysis, advertising in part two will be focused on magazine, Internet, out of home and guerilla advertising.

MAGAZINES CIRC. CPU CPM # OF ADS TOTAL COST % BUDGET

Parkland Life 23,000 $690.00 $30.00 12 $8280.00

Rationale: The magazine is mailed to every home in Parkland, Florida. The residents are highly affluent. Parkland is located less than 30 minutes away from ARC.

Boca Delray Life 62,000 $1502.00 $24.22 12 $18024.00

Rationale: The magazine is mailed to over 55,000 residents and 7,000 businesses every month. This is located directly in ARC’s target market.

Coconut Creek Life 51,500 $690.00 $13.39 12 $8280.00

Rationale: Coconut Creek is known as a family-oriented community. Coconut Creek is located less than 30 minutes from ARC and 2.7 miles from Margate, Florida, an area known for its retirement friendly community.

DIGITAL CIRC. CPU CPM # OF ADS TOTAL COST % BUDGET

Sun Sentinel Online 1096622 $84.00 $0.07 26 $2184.00

Rationale: Online advertising on the Sun Sentinel is bundled with Sun Sentinel print media. This allows for more exposure for the campaign.

An email list will be collected from the client. Patients will sign up to receive the quarterly newsletter in online format while at the office. This will save ARC time and money in printing costs and allows them to reach their patients in a new way. Pixel & Mortar will provide ARC with a template that can be used to create the newsletter. Emails will be distributed via mailchimp.com. Mail Chimp is an application that sends emails and stores email address that can be organized in lists.

OUT OF HOME

BUS SHELTER Rationale: ARC has the rights to the bus shelter until 2015. It is cost effective to utilize this medium.

GUERILLA

SPONSORSHIP (FLAMINGO 5K) Rationale: The Flamingo Five 5K is a run/walk event hosted by the Adolph & Rose Levis Jewish Community Center in Boca Raton, Florida. The center is located less than 12 miles away from the current location of ARC.

COACH OUTREACH Rational: Pixel & Mortar wants to connect with those who are key influencers in the sports industry. In the survey, it was mentioned that people have been referred to a doctor by their coaches. By reaching out to coaches in the local area, ARC can remain top of mind when the coaches’ players get injured. A list of local high schools and sports clubs in the area has been provided.

EMAIL BLAST AND QUARTERLY NEWSLETTER

Cost: The cost of the outreach is included in the branded merchandise. The merchandise is sports related and can be used by the coaches.

DOCTOR OUTREACH Pixel & Mortar wants to introduce the new ARC brand to doctors in the local community. To achieve this, ARC will mail out new brand packs to primary care practices in the local area. To maintain the quality customer service prided by ARC, the packages will be hand addressed and include letters inviting doctors to learn more about the new brand and services offered by ARC. The letters will be written on branded stationary. The package will also include business cards and information about the center.

THE MEDIA

MAGAZINES Rationale: Local magazines can be hyper-targeted to the designated market areas ARC serves. These magazines are interest based, making it easier to target people who will benefit from the services offered by ARC. Magazines have a long shelf life and are usually read and passed along by several different readers, increasing overall exposure. They allow for high quality and visually appealing advertisements.

ONLINE Rationale: The target market consists of active Internet users. Internet ads are easy to create, inexpensive to distribute and can be placed in high-traffic areas on popular websites. Online ads can be targeted based on demographic and location allowing for a wide reach.

OOH Rationale: ARC already has a contract for out-of-home advertising platforms. The contract does not expire until 2015, allowing at least a year to use the medium at no extra charge to ARC. Out-of-home advertising such as bus shelters are a unique way to reach people in transit, specifically with bus shelters were people are not forced to concentrate on driving and are therefore better able to absorb the advertisements around them.

GUERILLA Rationale: Guerilla advertising encompasses all that is not traditional in the sense of print and broadcast media. Guerilla advertising can be utilized in an inexpensive way that can also create a lot of buzz for a brand.

NAME ADDRESS

Atlantic High School 2455 W. Atlantic Ave, Delray Beach, 33445

Village Academy 400 SW 12th Ave, Delray Beach, 33444

Excel Leadership Academy 600 N Congress Ave, Delray Beach, 33445

American Heritage School 6200 Linton Blvd Delray Beach, 33484

Delray Beach Athletic Club 455 NE 5th Ave D248 Delray Beach, 33483

JCD Sports Group (Golf) 1300 Park of Comm Delray Beach, 33445

Delray Beach Tennis Center 1300 Park of Comm Delray Beach, 33445

Toussaint L’Ouverute 301 SW 14th Ave, Delray Beach, 33444

Swim Tennis and Club 1300 Park of Comm Delray Beach, 33445

Villa Delray Golf Club 6200 Via Delray Blvd. Delray Beach, 33445

Delray Swim/Tennis Center 2360 Jaegar Dr. Delray Beach, 33484

PB Elite Sports Academy 996 NW 29th Ave, Delray Beach, 33445

Delray Fitness Health Club 5030 W. Atlantic Ave, Delray Beach, 33445

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PART THREESECONDARY MARKET STRATEGY

The secondary target market is unique in its media consumption. This audience is older, not raised in the age of technology and not familiar or comfortable using the internet. Based on the MRI data, seen in Table 9,

the secondary target market is 99% more likely to use newspaper. Based on the MRI analysis and the desire to retain this audience, advertising for the secondary strategy will be focused on newspaper and guerilla advertising.

NEWSPAPER CIRC. CPU CPM # OF ADS TOTAL COST % BUDGET

Sun SentinelCommunity News 543,531 $157.46 $0.28 26 $4093.96

Rationale: This is a local publication that circulates within the target market. ARC has done previous advertising here. The Sun Sentinel has a large circulation audience.

GUERILLA CIRC. CPU CPM # OF ADS TOTAL COST % BUDGET

RX Express Marketing $468.00

Rationale: This is an inexpensive way to reach people when their health is at the top of their mind. People are receiving prescriptions and are focused on feeling better or maintaining their health.

THE MEDIA

NEWSPAPER Rationale: According to the MRI data, the secondary target market is a heavy user of newspaper. Like magazines, newspaper advertising is effective in reaching a targeted area of people who are in the designated market areas ARC serves. Newspapers allow for a high amount of copy and have a low cost.

GUERILLA Rationale: Guerilla advertising encompasses all that is not traditional in the sense of print and broadcast media. Guerilla advertising can be utilized in an inexpensive way that can also create a lot of buzz for a brand.

IN CONCLUSION...THE OVERALL PLAN

BRAND Pixel & Mortar wants to introduce Advanced Rheumatology Center as The Hirsh Center to the local community. To do this, Pixel & Mortar suggests the use of branded merchandise that can be given to both patients and people attending health fairs and events. It is also suggested to use direct mail to spread the new brand image around the community, and keep it top of mind as the year progresses.

PRIMARY The primary audience is 34-54 year old Caucasian men and women with college degrees who are married and generate a moderate to high income. This market lives within a 20 mile radius of ARC, suffers from acute or long-term sports injuries and are looking for non-surgical alternative for treatment. This audience is active online but also uses traditional media, such as TV and radio. They utilize social media, read magazines and are always on the go. It is recommended to advertise with high quality local magazines that have a large circulation rate within the Palm Beach community. A consistent social media plan is required to reach this audience. Having a strong Facebook profile adds credibility to ARC.

SECONDARY The secondary target market is ARC’s current target market - an older demographic that suffers from osteoarthritis and other health issues. Pixel & Mortar wants to use newspaper advertising and guerilla advertising to maintain this market. The secondary audience is a heavy user of newspaper, so it is necessary to continue using this medium. ARC already advertises in unique ways to this market, specifically in its use of advertisements on prescription bags.

THREE MEDIA STRATEGIES

OBJECTIVE: REACH 20% OF THE TARGET AUDIENCE WITH AN AVERAGE FREQUENCY

OF 4.3 BY THE END OF DECEMBER 2014.

CONCLUSION Pixel & Mortar has developed a detail and comprehensive media plan that will introduce a new brand name and image, engage a new target market of people ages 35-54 who are active who may have developed a sports-related injury, and maintain the current patient base of ARC. This plan is versatile in that it can take be used to fit ARC’s current image; however, using the updated brand image provided by Pixel & Mortar will ensure that the center is able to present a cohesive look to the community it serves.

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BUDGET BREAKDOWN

The following table provides a detailed outline of how the budget was spent. The budget is broken up into three separate categories. The first category includes media currently used by ARC with existing vendors. The second category includes new branded merchandise products to be included in outreach to new clientele. The third category includes new media being created. Additional documentation will be provided including the contact information needed to obtain the products. The budget includes a 10 percent contingency plan to account for shipping of products, possible price increases and other unforeseeable events. There is a remaining sum of $7,048 to be used at ARC’s discretion.

LET’S TALK NUMBERS.

TITLE SIZE PRICE PER AD # OF ADS TOTAL COST

CBS Outdoor Bus Shelter 45.75 x 67 11700.00 1 Until 2015 $0

ARC Business Cards 3.5 x 2 0.16 500 $78.25

ARC Yearly Calendars 6 x 6 1.18 2000 $2,361.92

ARC Table Cover for Health Fairs 6 x 4 $100.50 2 $201.00

ARC Table Runner for Health Fairs 30 x 90 $100.50 2 $201.00

ARC Stationary 8.5 x 11 0.21 1000 $212.32

ARC Envelopes # 10 0.17 3000 $533.03

ARC New Patient Brochure 8.5 x 11 Flat 0.19 2000.00 $412.76

ARC Sports Medicine Brochure 8.5 x 11 Flat 0.19 2000.00 $412.76

ARC Providers Brochure 8.5 x 11 Bifold 0.19 2000.00 $412.76

ARC Scrubs $3,417.19

Nike Polo Shirts $779.60

New Domain (www.thehirshcenter.com) 197.94 5 years $989.70

Pens 0.18 1000 $175.00

Water Bottles 0.60 350 $260.00

New Patient Booklet 6 x 6 2.30 2000 $866.93

Total + 10% Contingency $12,445.64

NEW PRODUCTS COACH OUTREACH PRICE PER AD # OF ADS TOTAL COST

Human Bone Stress Ball 1.19 500 $625.00

Awareness Bracelet 0.37 1000 $420.00

Grocery Tote 0.81 300 $415.00

Clinch Up Drawstring Backpack 0.99 150 $184.00

Rotate USB Flashdrive V.2.0 (1GB) 5.52 250 $1,437.00

Total + 10% Contingency $3,389.10

NEW MEDIA CIRC. SIZE PRICE PER AD # OF ADS TOTAL COST

Sun Sentinel (Online) 1096622 300 x 250 pixels 84.00 26

543531 4.915 x 5.25 157.46 26

241.46 Bundled $6,277.96

DBR Top Stories 52644 300 X 250 273.00 12 $3,276.00

Palm Beach Daily News 11,538 6 x 9 Postcard 4000.00 4 $16,000.00

Palm Beach Daily News 11,538 8.5 x 11 Half Fold 0.45 1 $4,500.00

Parkland Life 23,000 7.5 x 4.75 Half 690.00 12 $8,280.00

Boca Delray Life 62000 8.75 x 11.25 Full 1502.00 12 $18,024.00

Coconut Creek Life 51500 7.5 x 4.75 Half 690.00 12 $8,280.00

Flamingo 5k Run/Walk 1 $5,000

Rx Express Marketing 3 x 4.25 $468.00

1852373

Total + 10% Contingency $77,116.56

Total $92,951.30

Remaining for Production and Contingency $7,048.70

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SECOND LOCATION Based on the feedback given from the client, Pixel & Mortar has suggestions for a second location for Advanced Rheumatology Center. According to research conducted by Pixel & Mortar, ARC’s target audiences claimed they would be willing to travel between 15 minutes to an hour to receive quality care. Most of those respondents said they would be most favorable to a 30 minute commute to another location.

Based on these findings, ARC would benefit from a new location approximately 35 - 45 miles away from its current location in Delray Beach. Major cities of note include Hollywood and Fort Lauderdale to the south, and West Palm Beach and Jupiter to the north. Port Saint Lucie and Fort Pierce are two other cities further to the north that are prime spots for a new location for ARC. All of these cities have a high concentration of their population within the target market, providing a solid foundation for prospective clients and expansion of outreach programs.

WEBSITE CONTENT AND SEO With a newly designs website and blog, Advanced Rheumatology Center must make sure that they monitor all changes and expansion of their online presence. Blog posts must maintain a consistent posting schedule while also providing quality content to maintain audience retention while providing engagement for readers. ARC’s website should be regularly updated as they continue to expand and refine their services for their clients. This can be done from a foundation of quality content implemented on all webpages from the site’s launch. Pixel & Mortar will help create content that educates users on ARC’s services, staff and mission. Relevant and uniform content from text, headlines and layout will help enhance search engine optimization, ensuring that ARC ranks high in search engines for queries regarding rheumatology, sports medicine and pain management.

HOSTING EVENTS Outside of sponsoring events like 5Ks and athletic competitions, Advanced Rheumatology Center would benefit from creating their own event. Possibilities include anything from a fun run to a half marathon through the community. The best time to initiate this event would be later into ARC’s rebranding and when there is an opening of another location. Creating and

sponsoring its own event will help ARC increase awareness through community outreach and encouraging prospective clients and doctors to try or recommend the quality services that ARC provides.

PLAN EVALUATION The measurable success from this Advanced Rheumatology Center’s campaign will primarily be measured by the increase in patients both in the practice as a whole and for each individual doctor. Pixel & Mortar has created a combination of a proper media plan and IMC strategies that will engage and spread awareness to ARC’s target market while staying within the proposed budget.

All creative pieces will be published in new media vehicles as well as those already being used by ARC that will maximize the number of impressions for both target markets. The new community outreach programs will allow ARC to represent themselves in numerous events, gathering new prospective clients and attaining top-of-mind status with those in attendance as the medical practice of choice for all sports medicine and rheumatology needs.

Referrals will also be gained through community outreach, as well as take-home collateral given to clients that can pass along information about ARC to both prospective clients and other physicians looking for a practice to send their patients. This rebranding of ARC will be made public through self-promotion and press release distribution, ensuring there is no confusion with current patients who may think there is a change in services or doctors. All three main doctors will be properly represented in all marketing materials, including print advertisements and website redesigns.

The reasons to believe come from the extensive research conducted by Pixel & Mortar, which provided valuable insight and feedback from ARC’s target markets. The campaign being presented will properly cater toward ARC’s already existing client base while also targeting those looking for sports medicine treatment. The marketing materials will educate both audiences on the practices and advantages of rheumatology, ultrasound technology and nonsurgical treatment option that Advanced Rheumatology Center provides.

THINKING AHEAD WITH A COUPLE OF ADDITIONAL RECOMMENDATIONS.

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THE APPENDIX

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WORKS CITEDREFERENCES LIST

Census Viewer Florida. (2011-2012). (Moonshadow Mobile, Inc.) Retrieved from Census

Viewer: http://florida.us.censusviewer.com/

Advanced Rheumatology Center. (n.d.). arcdelray.com. Retrieved October 2013, from PRP:

http://www.arcdelray.com/prp

Advanced Rheumatology Center. (n.d.). Musculoskeletal Ultrasound. Retrieved October

2013, from arcdelray.com: http://www.arcdelray.com/musculoskeletal-ultrasound

Advanced Rheumatology Center. (n.d.). Regenerative Medicine. Retrieved October 2013,

from arcdelray.com: http://www.arcdelray.com/regenerative-medicine

Advanced Rheumatology Center. (n.d.). Viscosupplements. Retrieved October 2013, from

arcdelray.com: http://www.arcdelray.com/viscosupplements

Cluett, J. (2013, March 11). Cortisone Shots. Retrieved October 2013, from orthopaedics.

about.com: http://orthopaedics.about.com/cs/paindrugs/a/cortisone.htm

Hirsh, M. (2013). Business Structure.

Makienko, I. (2011). Effective frequency estimates in local media planning practice. Joural of

Targeting, Measurements and Analysis for Marketing(20), 56-65.

Pixel & Mortar. (2013). ARC Survey.

Sherman, A. (2013). IBISWorld Industry Report 62111b Specialist Doctors in the US. IBIS

World, 1-37.

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Table 1. This chart outlines the factors of determining the best level of frequency for a brand. The table was used to calculate ARC’s frequency for this campaign.

Table 2. This indicated that the age categories listed above are heavy users of magazines compared to the national average.

Table 3. This chart shows that people aged 35-44 and 45-54 are heavy users of radio, but that the group of users ages 35-64 are only slightly above the national average for medium users of radio.

Table 4. Overall, the higher aged group is the heaviest users of newspaper. This is ARC’s current patient base, so it was important to include them when creating the media plan.

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Table 7. The graph indicates that the primary market is a heavy user of outdoor advertising.

Table 8. This table outlines the media usages of the secondary target market as compared to the media usages of the national average. This market is heavy users of newspapers and television and light users of magazine, internet and outdoor advertising.

Table 5. The graph indicates that the younger portion of the target audience are heavy users on the internet.

Table 6. The graph indicated that overall, the target market is medium to light users of television compared to the national average.

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INDUSTRY CHARTS

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This campaign was created as a project for ADV4800 Advertising Campaigns during the Fall 2013 semester at the University of Florida.

Two copies of this 100-page book were published at Renaissance Printing in Gainesville, Florida.

All material was concepted, written and created by Pixel & Mortar, an advertising team consisting of Amber Alvarez, Sarah Beasley, Lauren Goodman, Elaine Hussey, Stephanie Jimenez, Jimmy Larkin and Brandyn Sullins.

All images are credited to Flickr image search.

Pixel & Mortar would like to thank Marc and Meredith Hirsh and the rest of the team at Advanced Rheumatology Center for the opportunity to work on this campaign.

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