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Summit Slides 2012 In Review

Summit Slides 2012 In Review. Today Campaign By the # s. 111 boards; changed 2x each board. Re-tagging of radio for 121 stations. 540 print ads in 120 pubs across 21 markets. Re-tagging of TV for 64 stations. Today Campaign Fever & Flu Treatment. Print. Today Campaign Allergy. Online.

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Summit Slides 2012 In Review

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  1. Summit Slides2012 In Review

  2. Today Campaign By the #s 111 boards; changed 2x each board Re-tagging of radio for 121 stations 540 print ads in 120 pubs across 21 markets Re-tagging of TV for 64 stations

  3. Today Campaign Fever & Flu Treatment Print

  4. Today Campaign Allergy Online Print

  5. Today Campaign Injury Print Online

  6. Today Campaign Sports Physicals Print Rich Media

  7. Today Campaign Flu Shot Brand Message Older Demo Younger Demo In addition to the brand message, we tailor messaging to audiences that skew older and index younger

  8. Today Campaign Flu Shot Rich Media

  9. Today Campaign Tailoring/Targeting Standard Market Young Pediatrics Market Collegiate Market Review analyses and tailor messaging to the local demographic

  10. Today Campaign Tailoring/Targeting Central Penn Parent (Annual Baby Guide) Select Market Publications Central Penn Parent (Monthly)

  11. Numbers That Count: medexpress.com 2011 2012 Visits: 35% increase Unique visits: 33.61% increase Page views: 29% increase

  12. Numbers That Count: Online Recap • 70 million targeted brand impressions and close to 85K clicks were generated. • Overall CTR for the year was a 0.12% (33% higher than industry standard of 0.09%) • Most sites delivered CTRs higher than industry standard with Parent's Connect the highest of all.   • Total CPC was $5.32 • This was mainly driven by cost effective ad networks like Burst Media and Specific Media as well as Parents Connect's stellar performance. • 27K users were driven to the homepage directly from our ads • 8K users were driven to the Flu landing page from our banners.   • From those entry pages, users went on to visit a variety of local center pages based on their geographic region.

  13. Numbers That Count: Conversion Rates The ultimate goal through paid media is to convert users to a center page.

  14. PR Overview 2012 300 1.46 M 40% 30% STORIES IMPRESSIONS 2011: 10.6 M 233 (2011)

  15. PR Overview

  16. PR Overview

  17. Social Media

  18. Social Media

  19. What’s Working According to our Patients • OOH is the primary media driver to MedExpress platform-wide • Aligns with the fact that OOH is the foundational medium for MedExpress • Although a mass media, enables MedExpress continuity important for episodic needs • Only Florida differs with Online trumping OOH • 2011 and 2012 same in terms of Top 3 Mediums (OOH, NPP, Online) • Some declines in NPP references

  20. What’s WorkingAccording to Consumers in Our Markets

  21. Advertising Awareness MedExpress advertising awareness is highest in West Virginia and Pittsburgh and lowest in Northwest Pennsylvania, the only market where a competitor exceeds it. *Doctor’s Walk-In Clinic **4% Doctor’s Walk-In Clinic, 2% MedExpress ***MedExpress Only QA10: Please name ALL of the urgent care centers in your area that you remember seeing or hearing advertising for in the PAST YEAR. QA12: Do you recall seeing or hearing any advertising for the urgent care center … in the PAST YEAR? Bases: West Virginia (n=349 in 2010, n=504 in 2012), Pittsburgh (n=321 in 2010, n=354 in 2012), Tampa (n=355 in 2010, n=355 in 2012), West Palm Beach (n=356 in 2010, n=351 in 2012), Northwest Pennsylvania (n=202), Central Pennsylvania (n=202), Northeast Pennsylvania (n=201), Southeast Pennsylvania (n=255) Doctor’s Walk in Clinic in 2010

  22. Ad Venue Recall • Where Saw/Heard Advertising *Small base QA14: Where did you see or hear the advertising for MedExpress? Bases: Recall seeing advertising for MedExpress – West Virginia (n=149), Pittsburgh (n=127), Tampa (n=30), West Palm Beach (n=62), Northwest Pennsylvania (n=32), Central Pennsylvania (n=52), Northeast Pennsylvania (n=34), Southeast Pennsylvania (n=37)

  23. Effect of Advertising • Would Consider Going to MedExpress Based on Advertising • Advertising Influenced Respondent to Go to MedExpress (Have not been to MedExpress) Yes (Have been to MedExpress) • 77% yes in 2010 72% Yes No 50% • 38% yes in 2010 47% 22% Don’t know/ Not sure No Don’t know/ Not sure QA15: Did the advertising which you saw or heard influence you to go to MedExpress for your urgent care needs? QA16: Based on the advertising which you saw or heard, would you consider going to MedExpress in the future for your urgent care needs? Base: Very or somewhat familiar with urgent care centers and used or been with any member of immediate family who used urgent care centers in the PAST 2 YEARS and used MedExpress and recall advertising for it (n=121 in 2010, n=205 in 2012); Very or somewhat familiar with urgent care centers and used or been with any member of immediate family who used urgent care centers in the PAST 2 YEARS and haven't used MedExpress but recall advertising for it (n=169 in 2010, n=318 in 2012)

  24. Brand Equity Drivers • MedExpress remains strong across the eight phrases which were measured in 2010 and 2012, with little change in the each statement. QA17: Please tell me how much you agree or disagree with each of the following phrases about …. Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree? Base: Very or somewhat familiar with urgent care centers and used, are aware of, or saw or heard advertising for MedExpress (n=424 in 2010, n=791 in 2012)

  25. Brand Equity/Patients • MedExpress patients give the brand very strong marks, with more than 90% agreeing with seven of the eight statements, including more than half who strongly agree. MedExpress is weakest in ‘in the most compassionate urgent care center.’ • Among MedExpress Patients QA17: Please tell me how much you agree or disagree with each of the following phrases about …. Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree? Base: Very or somewhat familiar with urgent care centers and used, are aware of, or saw or heard advertising for MedExpress and used MedExpress (n=261)

  26. What Worked for our Media Tests

  27. Hulu – Online TV • Tampa total brand impressions: 1.4MM • 660K videos viewed • 123K unique @ ~4x frequency • Video CTR of 0.50 % - same as industry standard • Time spent viewing: 335K minutes • 97% of ads viewed through to completion • WPB total brand impressions: 953K • 468K videos viewed • 36K unique @ ~12x frequency • Video CTR of 0.47% on par w/ industry • Time spent viewing: 237K minutes • 97% of ads viewed through to completion • Tampa realized an increase in Internet & TV Patient Impact (ways you heard about) • Internet July-Aug’12: 14.16%; Sept-Nov’12: 16.33% • 15% increase • TV July-Aug’12: 3.58%; Sept-Nov: 7:01%. • 95% increase Test Timeframe: Sept/Oct. 2012

  28. Interactive Rich Media • WPB Rich Media • Ran across Burst Media/MomIQ and Glam Media women’s ad networks • 950K total branded impressions • Campaign CTR 0.52%. 3x higher than rich media industry standard (0.17%) • Overlay: half page unit and vertical banners. Expandable: leader board and rectangle units • Total brand interaction time: 13 hours • Pittsburgh Rich Media • Ran across Yahoo.com, PostGazzette.com & MomIQ • 2.1MM total branded impressions • CTR 0.47% • Various Overlay units • WPB & Pittsburgh realized a lift in Internet Patient Impact • WPB Jan-July vs. Aug-Dec’12: 13% increase • Pittsburgh Jan-July vs. Aug-Dec’12: 6% increase Test Timeframe: WPB Oct. 2012, Pitts Aug/Sept 2012

  29. Digital: 2013 & Beyond • Women are searching online to diagnose a condition, research a disease, medical problem, treatment or procedure at a higher rate than men • Outside of Internet, Moms are using Mobile and Social channels to look for health content

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