Metro Imaging: See For Yourself

TABLE OF CONTENTS OBJECTIVES............................................................. 2 EXECUTIVE SUMMARY.......................................... 3 SITUATION ANALYSIS............................................ 4 TARGET.................................................................... 5 S.W.O.T...................................................................... 6 RESEARCH & INSIGHTS......................................... 7 BIG IDEA.................................................................. 8 STRATEGY............................................................... 9 CREATIVE BRIEF................................................... 10 CREATIVE............................................................... 11

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OBJECTIVES

Continue to

Ensure consumers

Drive website

increase patient

know that Metro

engagement with

volumes and

Imaging is the

the new online “See

dollars billed.

leader in health care

your exam cost�

transparency in the

pricing and OOP

region.

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EXECUTIVE SUMMARY

From our research, Metro Imaging has many strengths compared to their main competitor, the hospital system.

However, there’s one problem, Metro is often perceived as lesser quality healthcare because patients are reluctant to trust privately owned companies that are not associated with the hospitals.

To solve this, we decided to go all out and attack the health care system by comparing our key strengths to their main flaws such as cost, out-of-pocket calculator (OOP), on-site results, and the most importantly, TRANSPARENCY. In our “See for Yourself” campaign we will run 2-3 TV spots with a futuristic theme to reinforce transparency by exposing the truth behind our somewhat corrupt health care system. Through these commercials, we want our audience to know that Metro Imaging is the leader in health care transparency in the region, and unlike most major healthcare systems, we always have their best interest. No gimmicks, no run around, just straight answers. When people begin to trust Metro Imaging as a trusted source an increase in patient volumes and dollars billed is to be expected.

Accompanied with the TV spots will be radio spots, direct mail pieces, and outdoor advertising. They’ll all have the same theme and relate back to the original TV spots. At the end of each tactic, we will have a call to action that tell people to visit our website and see for themselves. The purpose of this is to drive website traffic and engagement.

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SITUATION ANALYSIS Metro Imaging is the leading health care imaging service provider in the region. After two successful campaigns focusing on cost and over the phone comparisons, Metro has decided to stick with the formula that works: compare and contrast. However, for 2016 Transparency is the new theme. Metro Imaging wants to position themselves as the top imaging service provider against the hospitals who are not transparent about their cost and financing. We offer the same quality at a much lower cost. The main focus of the 2016 campaign will be driving website traffic to their new “see your exam cost” page, their new Out-of-Pocket (OOP) calculator page, and informing them about our on-site results. We want our audience to take away the knowledge that they have the power to choose their healthcare provider. They have options, and they’re only a click away.

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TARGET AUDIENCE Primary women 45-64. The family health care decision makers.

Generation X and Baby Boomers.

Meet Kristen Kristen is a 45 year old working mother of three. She is hardworking in her professional life, and is patient and devoted in her family life. Kristen and her husband love their primary care doctor, but dislike some of manipulative practices of the healthcare system, especially when it comes time for the bill.

Kristen schedules most of the check-up appointments for the kids, and takes control when any one of her kids is hurt or injured. She likes to be informed and up to date on what method of treatment is best for her kids.

Meet Rebecca Rebecca is a 47 year old full time working massage therapist.

Rebecca has two daredevil teenagers. Rebecca makes all the health care decisions in her family. Rebecca likes to save money but not at the expensive of her or her family’s health.

Meet Janice Janice is 56. She has two adult children and one foster child.

Janice is a part time nurse and loves cooking. After spending much of her life in the healthcare field, she knows where to find the best care for the best deal.

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S.W.O.T. ANALYSIS

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RESEARCH & INSIGHTS 33.0% of patients want OnSite Results Baby Boomers take action based on what they see on social media, most of the time it’s focused on finding more information.

More than half of Leading-Edge Boomers will visit a company website or continue the search on a search engine after seeing something on a social networking site.

86% of Gen Xers are online on almost a daily basis.

Digital Video is even more popular among Gen Xers than social networking.

(78.7%)

15.5% of Leading-Edge Boomers spend 11+ hours per week on Facebook.

About 15.5 million of the 78 boomers are caregivers for their aging parents, majority female, with level of care ranging between phone checkins to live-in help.

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The BIG IDEA

SEE FOR YOURSELF Do you ever get the feeling you’re being watched? Most people trust their hospitals, however, few of them are aware that those very same hospitals often hide important information from them. It’s like we’re living in a health care matrix. This is where Metro Imaging comes to the rescue. We set out to make people conscious about their healthcare by exposing the ugly truths behind everyday hospital scenarios through honest, yet humorous advertising. We will challenge the audience to see for themselves that Metro Imaging is the best choice. We want the audience to know that when they have a question, we have an honest and straightforward answer.

We want to assure our targets that they do have other, more trustworthy, options available to them. No one should be forced to pay more for health care, and those who can’t afford it shouldn’t have to suffer because of it. People have the right to choose and it all starts with a simple click of the mouse.

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Campaign strategy Metro Imaging’s 2016 campaign will attack greedy hospitals by exposing all their nasty little habits. We are taking an aggressive stance against healthcare corruption. Elements on our side: affordable cost, OOP calculator, on-site results, and transparency. We’ll bring to light some manipulative practices used by hospitals, like scaring patients into paying more, in order to encourage people to choose Metro Imaging. This campaign will convince women from 45 to 64 that Metro Imaging is a regional leader in healthcare transparency. We must be doing something right if we’re number one. Therefore, the campaign will have an authoritative and trustworthy tone.

Through a mix of mainly traditional media, with some digital, we will convince our targets that Metro Imaging is worth the time to see for themselves online. We’ll persuade them through web banner ads, television and radio spots, outdoor ads, and direct mail. All ads will have the same “See for Yourself ” call to action and will feature our “Healthcare Big Brother” theme. The T.V. spots will also be adapted into a digital video series to go online.

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CREATIVE BRIEF

STRATEGY We will attack the health care system using a futuristic theme!

We’ll compare our positives to their negatives such as: cost, our OOP calculator, and our on-site results. It’s all about TRANSPARENCY.

TONE •Transparent/honest •Friendly •Empowering •Humorous

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POSITION We will position Metro Imaging as the region’s leader in health care transparency by focusing on the needs of our patients and giving them peace of mind about their health care.

CREATIVE EXECUTION 60 Commercial: Healthcare Big Brother

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30 Commercial: Doctor Knows Best

As a digital element, our “Healthcare Big Brother� creative theme will also be adapted into a video series that targets can watch via Facebook, Youtube, and on the Metro Imaging website along with web banner ads on sites with high target traffic.

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60 Radio Script SFX: Futuristic bells and clangs.

Music: Sci-fi music plays throughout commercial.

Robotic female voice: Welcome to the Healthcare Headquarters.

Health Care Big Brother: Aaaah, another day, another billion dollars. Muahaha.

“Who do we have today?”

Another Health Care Big Brother assistant voice chimes in, “Today’s victim is Mrs. Olson. She is a mother of four with a crazy schedule and a crazier life. She’s at Mercy this morning with her son. Let’s listen in.”

SFX: futuristic bells and clangs.

Doctor: “Brian has what looks like a hairline fracture Mrs. Olson. Being 15 and a skateboarder comes with its own set of occupational hazards. He needs scans, and possibly an x-ray.”

Mrs. Olson: “Sounds expensive.”

Health Care Big Brother: “Yessss it is.”

Doctor: “Not if you go to Metro Imaging! Their website has an Out-Of-Pocket calculator that allows you to see your exam cost before you even step foot into the building. Visit, metroimaging.org to see for yourself.

Health Care Big Brother: “What? NO! We’re losing one, we’re losing ONEEE!” SFX: futuristic bells and clangs hysterically Don’t be a victim of a vicious healthcare system.

See for yourself how at metroimaging.org

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Direct Mail See for yourself.

Metro Imaging will not bankrupt you. metroImaging.org can show you your exam costs before you step foot in the builing.

Metro Imaging gives you same-day results.

For a place you can trust, visit metroimaging.org and See it all for yourself.

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Billboard

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