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Media  Planning  Final  Project   Client:  Smith  Allergy  &  Asthma  Specialists  of  Central  New  York   Team:  Chau  Nguyen,  Cynthia  Hopkins,  Diana  Cirullo,  Will  Kogel  

                             

Ithaca  College   April  29,  2013    


I.  Situation  &  Objectives     1.  History  of  Business/Background   Smith   Allergy   &   Asthma   Specialists   of   Central   NY   is   founded   and   owned   by   Dr.   Christopher   Smith,   a   pediatrician   with   special   advanced   training   in   allergy   and   immunology.   Dr.   Smith   is   nationally   recognized   as   both   an   author   and   researcher,   with   unique   experience   treating   patients   with   rare   and   complicated   immune   deficiencies,   as   well   as   more   common   ailments   such   as   nasal   allergies,   allergic   eye   disorders,   food   allergies,   eczema,   sinusitis,   hives,   and   asthma.  He  prides  himself  on  prompt  appointment  scheduling,  and  being  readily  accessible  to   address  any  question  or  concern.  To  date  he  has  conducted  over  100  clinical  trials  in  allergies,   asthma,  sinusitis,  COPD,  eczema,  and  new  vaccine  development,  and  has  helped  bring  several   new  drug  therapies  to  market.  He  has  offices  in  three  different  locations:  Corning,  Ithaca,  and   Cortland.   Dr.   Smith’s   strong   interest   in   new   drug   therapies   led   him   to   establish   the   Corning   Center  for  Clinical  Research,  as  an  affiliate  of  Smith  Allergy  &  Asthma  Specialists  of  Central  NY.   The   Center   assists   with   the   evaluation   of   new   investigational   medications,   treatments   and   protocols  for  pulmonary  diseases  and  other  medical  conditions.     2.  Product  +  Services  Overview   • Smith  Allergy  &  Asthma  Specialists  of  Central  NY  features  cutting  edge  equipment  that   has   medical   record   and   follows   FDA   approved   protocols   which   are   designed   to   safeguard  patient’s  health;  it  also  provides  latest  technology  and  drug  development  to   patients.     • Dr.   Smith’s   level   of   expertise   and   experience   as   a   pediatrician   and   an   allergist   is   exceptional.   He   trained   with   some   of   the   world’s   most   prominent   allergy   and   immunology  experts  at  the  prestigious  Children’s  Hospital  of  Philadelphia.  While  he  was   there,   he   conducted   the   hospital’s   largest   pediatric   asthma   research   study.   He   is   the   author   of   five   chapters   on   allergic   and   immunologic   diseases   in   “The   5-­‐Minute   Pediatric   Consult,”   a   clinical   resource   widely   used   by   pediatricians,   as   well   as   several   medical   articles  on  asthma  and  allergy  topics.  To  date,  he  has  conducted  over  100  clinical  trials   in   allergies,   asthma,   sinusitis,   COPD,   eczema,   and   new   vaccine   development,   and   has   helped  bring  several  new  drug  therapies  to  market.   • All  nursing  staff  in  Dr.  Smith’s  office  has  at  least  10  years  of  experience,  and  have  been   working  with  Dr.  Smith  for  a  long  time,  forming  strong  and  close  relationships  with  the   patients.         • Dr.  Smith’s  clinics  accept  all  types  of  insurance,  which  made  it  convenient  for  the  clients,   especially  college  students.   • Convenient  Stop-­‐In  Shots:  Dr.  Smith’s  clinics  offer  lunch  hour  allergy  shots  for  patients   who  have  ongoing  series  of  allergy  shots  for  their  treatment  plan.  Patients  can  just  come   in  without  making  an  appointment,  which  is  convenient  for  many  patients.   • Dr.   Smith’s   clinics   offer   screening   tests,   which   are   advantageous   for   the   patients   because  they  can  learn  about  their  allergies,  treatments,  and  what  to  avoid.     • Information  regarding  how  to  contact  Dr.  Smith  and  the  clinics,  as  well  as  scheduling  is   readily  available  on  the  website.     3.  Consumer  Profile   Smith  Allergy  &  Asthma  serves  clients  within  the  central  New  York  regions,  mostly  in  Corning,   Ithaca,  and  Cortland  market.  His  clients  include  both  adults  and  children  suffering  from  allergy   2    


and/or  rare  and  complicated  immune  deficiencies.  Many  of  them  have  been  using  his  services   for  a  long  time,  and  established  a  good  relationship  with  Dr.  Smith.  According  to  Dr.  Smith,  50%   of  his  patients’  visits  resulted  from  referrals  by  physicians  or  existing  patients.       4.  Competitive  Insights   Dr.  Smith’s  major  competitors  are  Asthma  &  Allergy  Associates  and  Guthrie.     About   Asthma   &   Allergy   Associates:   Asthma   &   Allergy   Associates   conducts   diagnosis   and   treatment  in  the  diseases  of  allergy  and  asthma,  which  has  been  serving  the  Central  New  York   areas   for   over   25   years.   Asthma   &   Allergy   Associates   has   5   locations:   Ithaca,   Cortland,   Fayetteville,  Elmira,  and  Vestal.  Their  team  includes  of  5  doctors,  each  received  2  or  more  years   of  specialized  training  in  asthma  and  allergy,  subsequent  to  receiving  their  medical  degrees  and   initial   training   in   pediatrics   or   internal   medicine.   Their   practice   offers   medical   education   conference  to  all  healthcare  providers  in  the  community.       About  Guthrie:  Guthrie  Health  is  a  not-­‐for-­‐profit  healthcare  organization  that  includes  primary   care   and   specialty   physicians,   community   hospitals,   a   tertiary   trauma   center,   and   a   research   institute   as   well   as   home   care.   Guthrie   Health   offers   a   wide   range   of   services   and   programs   designed  to  enhance  the  health  and  well-­‐being  of  those  it  serves,  not  just  asthma  and  allergy  in   specific.   Guthrie   has   23   regional   offices   throughout   New   York   and   Pennsylvania   areas,   with   more  than  400  physicians  participate  in  its  healthcare  system.           5.  Opportunity  &  Issue  Analysis   Having   established   15   years   of   practice   in   these   areas,   and   being   a   local   resident,   Dr.   Smith   has   created  strong  relationships  with  most  primary  care  doctors  in  Ithaca  and  Cortland,  which  helps   increase   the   number   of   referrals   he   receives.   He   has   also   formed   close,   long-­‐term   relationships   with  many  patients.  50%  of  his  patients’  visits  resulted  from  referrals  by  physicians  or  existing   patients.  Dr.  Smith  has  advertised  his  business  on  several  media  such  as  print,  radio,  banner  ad,   SEO.  He  has  also  generated  publicity  for  his  business  by  appearing  on  some  media  coverage  or   by  press  releases.  Additionally,  he  has  several  promotional  materials  such  as  magnets,  business   cards,   nice   bags   with   samples   &   brochures   for   referring   parties,   and   he   has   an   open   house   event  for  physicians  in  Cortland  and  Tompkins  County.     However,  Dr.  Smith  is  the  only  doctor  of  the  three  offices  in  Corning,  Ithaca  and  Cortland,  which   makes   it   difficult   to   manage   his   schedules   and   availability   to   patients   in   those   geographical   areas.   His   business   doesn’t   have   any   established   public   relations   campaigns   or   promotional   activities  directly  towards  the  patients  yet.  In  addition,  his  business  doesn’t  have  any  presence   on  social  media,  which  is  widely  used  by  college  students  and  young  adults  -­‐  the  market  that  he   want  to  see  growing  for  his  business.       These  issues  while  remain  weaknesses  could  be  turned  into  opportunities  for  Dr.  Smith  to  grow   his   business.   There   are   room   for   Dr.   Smith   to   connect   more   directly   with   the   patients,   and   especially   female   heads   of   household,   who   mostly   are   the   decision   maker   for   healthcare   related   issues.   While   having   established   a   strong   presence   in   the   Corning   market,   he   can   enhance   his   presence   in   the   Cortland   and   Ithaca   market   by   organizing   or   participating   in   healthcare   oriented   events/projects   in   the   areas   to   generate   more   publicity   and   interests   in   his   3    


clinics   and   services.   Besides,   Dr.   Smith   can   increase   his   business’   presence   online,   especially   on   social  media.       6.  Marketing  Objectives     • Increase   awareness   about   Smith   Allergy   &   Asthma   Specialists   of   Central   NY’s   in   the   Ithaca   and   Cortland   community,   while   remaining   a   strong   presence   in   the   Corning   market,  during  high  allergy  seasons.     • Capture   new   patients,   especially   the   teenagers   and   adults   market   segment,   as   well   as   retaining  existing  patients.     • Increase  referral  rate  from  local  physicians  and  patients.       II.  Media  Objectives     1.  Target  Audience   We   decided   that   it   was   the   most   important   to   bring   awareness   of   Smith   Allergy   &   Asthma   Specialists   to   both   the   Cortland   and   Ithaca   markets.   Therefore,   our   target   audience   mainly   consists  of  adults  residing  in  both  of  these  places.  They  have  seasonal  (or  other)  allergies  and   are   looking   to   find   a   specialist   they   can   trust.   We   didn’t   want   to   limit   our   media   plan   to   a   specific  demographic  because  Dr.  Smith’s  patients  fall  all  along  the  spectrum  in  terms  of  age,   gender,  race,  etc.  However,  we  did  identify  female  heads  of  household,  especially  mothers  as   an   audience   we’d   like   to   especially   reach.   This   is   an   important   segment   to   reach   because   women   traditionally   make   decisions   regarding   medicine   and   health   in   the   family.   Another   audience   that   we   felt   was   important   is   other   general   physicians   because   they   have   the   opportunity  to  refer  Dr.  Smith  to  their  patients.   Our   media   campaign   also   took   into   account   current   and   past   patients   of   Dr.   Smith.   Because   allergies  are  often  seasonal,  we  thought  it  was  important  for  our  media  to  remind  patients  to   return  for  their  yearly  allergy  consultation.       2.  Media  Coverage  and  Delivery   There   are   many   media   vehicles   available   for   Dr.   Smith   to   utilize.   However,   our   proposed   media   mix   encompasses   the   ones   that   we   feel   work   best   to   his   full   advantage.   We   have   chosen   a   combination   of   print,   radio,   television,   digital,   and   outdoor   advertising   to   best   represent   this   campaign.  With  these  media  vehicles,  we  have  selected  local  spots  in  order  to  best  deliver  our   message  in  the  Ithaca  and  Cortland  markets.     3.  Timing   Because   many   allergies   are   seasonal,   Dr.   Smith   has   observed   that   more   patients   schedule   appointments  during  certain  time  frames.  While  we  plan  to  have  continuous  media  throughout   the  year,  we  will  heavy  up  on  media  during  those  time  frames:  April-­‐June  and  August-­‐October   (excluding   July).   July   is   excluded   because   it   is   considered   a   dead   month   for   allergists.   Additionally,  the  media  placements  we  have  planned  during  other  times  of  the  year  serve  the   purpose   of   creating   brand   awareness   and   reinforcing   our   call   to   action.   We   have   chosen   this   particular  timing  so  that  Dr.  Smith  can  best  maximize  his  media  budget  to  its  full  potential.       III.  Media  Strategies     1.  Media  Selection   4    


The  media  mix  we  have  put  together  for  this  campaign  covers  all  grounds  of  media.  We  plan  on   blanketing  our  target  market  with  quality  information  on  Dr.  Smith  that  would  create  a  call-­‐to-­‐ action  when  allergy  season  rolls  around.  We  have  found  through  our  interview  with  Dr.    Smith   that   the   most   influential   market   base   within   his   clients   are   female   heads   of   household,   who   make   most   of   the   healthcare   related   decisions.   With   that   being   the   case,   we   plan   on   pinpointing  when  this  target  market  is  exposed  to  certain  medias  so  we  can  effectively  leave  an   impression.  We  plan  on  reaching  our  target  audience  (female  heads  of  household)  on  their  way   to  and  from  work/school  and  during  their  everyday  life.  To  capture  the  younger  demographic  in   our   target   audience   (college   students   and   young   professionals),   we   plan   to   increase   Smith   Allergy   &   Asthma   Specialists   of   Central   NY   presence   on   internet,   including   search   engine   optimization   (SEO)   and   social   media,   together   with   expanding   Dr.   Smith’s   word   of   mouth   through  memorabilia  and  referrals  from  primary  care  doctors.         As  far  as  traditional  media  goes,  we  will  be  focusing  on  newspaper  ads  and  radio  ads,  straying   away   from   television   ads   for   several   reasons.   We   felt   that   newspaper   and   radio   suited   our   client  better  than  television  because  of  its  simplistic  format  and  low  costs.  We  are  representing   an  allergist  and  felt  that  a  television  ad  would  not  be  in  the  best  taste.  As  a  group,  we  felt  that  a   television   advertisement   would   give   off   a   vibe   of   desperation,   as   if   Dr.   Smith   is   trying   to   sell   himself,   rather   than   simply   raise   awareness   about   his   services.   Secondly   television   ads   are   expensive  and  for  our  budget,  even  if  we  poured  the  majority  of  our  resources  into  the  TV  ad,  it   would   still   come   across   as   a   cheesy   local   television   ad.   Perhaps   this   would   work   for   a   car   dealership  or  Mark’s  Pizzeria,  but  not  for  a  medical  doctor  like  Dr.  Smith.       Radio  Advertising   Radio   ads,   if   played   in   the   right   time   slot,   can   be   very   effective.   We   chose   to   target   radio   stations  that  have  a  listener  base  that  mirrors  our  target  market.  In  order  to  reach  women  on   their  way  to  dropping  off/  picking  up  the  kids  from  school,  or  driving  to/from  work,  we  selected   the  time  frame  of  Monday-­‐Friday  6am-­‐10am  and  3pm-­‐7pm.  This  time  period  falls  in  the  “rush   hour”  time  slots  when  people  are  commuting  to  work  and  are  most  likely  to  listen  to  the  radio.   Our  radio  spots  within  these  time  frames  will  be  selectively  played  from  March  1st  all  the  way   through  October  31st.  This  8  month  stretch  covers  “Allergy  Season”  and  a  few  months  prior  to   the  season  which  will  help  get  women  in  the  mindset  to  schedule  an  appointment.    We  have   chosen   two   radio   stations   within   the   Cayuga   Radio   Group   that   will   best   reach   our   target   market.   Using   a   market   coverage   matrix,   Lite   Rock   97.3   and   Q103.7   country   has   a   50-­‐75%   market   coverage   of   females   in   their   early   30s   to   their   late   40s   within   Tompkins   and   Cortland   county.   We   believe   that   with   the   time   slots   that   we’ve   selected,   along   with   the   right   radio   stations,   we   can   make   an   effective   market   impact   and   increase   Dr.   Smith’s   client   base   in   Cortland  and  Ithaca.     Print  Advertising   Placing  advertisements  in  local  newspapers  and  magazines  will  help  us  reach  local  residents  of   Ithaca  and  Cortland  best  beside  radio  ads.  Ithaca  Journal  (and  Cortland’s  equivalent  newspaper)   is  widely  read  by  local  residents,  and  is  run  daily,  which  will  result  in  a  lot  of  impressions  for  Dr.   Smith.   Different   from   newspaper,   magazine’s   advertisements   are   not   run   daily,   however,   can   give  a  better  effect  to  the  viewers  since  the  ad  is  in  color  and  bigger  size.  We  chose  to  run  the   ads   on   Ithaca   Times   (and   Cortland’s   equivalent   magazine),   a   locally   well-­‐read   magazine   with   special  issues  target  healthcare  orientation,  which  we  believe  matches  the  interest  of  our  target   5    


audience.   Since   the   majority   of   our   target   audience   is   mothers   who   actively   look   for   quality   healthcare   service   for   their   children   and   families,   we   believe   Ithaca   Child,   and   its   extension   issue   Ithaca   Parents   &   Teens,   is   a   perfect   medium   to   reach   our   target   audience   effectively   with   our  colored  advertisements.         Transit  Advertising   In  order  to  increase  the  amount  of  impressions  that  Smith  Allergy  &  Asthma  Specialists  leaves   on  the  target  market  in  Ithaca,  we  have  decided  to  buy  advertising  space  on  the  local  busses.   The   TCAT   runs   all   throughout   the   greater   Ithaca   area   and   frequently   runs   through   “The   Commons”   and   College   Town,   the   most   heavily   populated   areas   in   the   city.   We   felt   that   by   utilizing  TCAT  advertising  our  consumer  base  along  with  our  target  market  will  have  a  greater   chance   of   seeing   a   Smith   Allergy   &   Asthma   Specialists   advertisement,   further   reinforcing   a   call-­‐ to-­‐action   for   Dr.   Smith’s   services.   Transit   advertising   is   like   owning   a   moving   billboard,   which   will  allow  for  Dr.  Smith’s  face  and  practice  to  be  seen  all  throughout  the  most  populated  parts   of   Ithaca.   The   boards   we   have   chosen   to   purchase   are   the   “King”,   “Tail”,   and   “interior”.   The   King  is  the  largest  and  most  prominent  ad  that  dominates  the  entire  side  of  a  bus.  The  “Tail”  ad   sits  on  the  back  of  a  bus  and  is  perfect  for  reaching  those  driving  behind  the  bus,  particularly   when   sitting   at   red   lights   and   stop   signs.   The   “Interior”   ad   will   reach   all   those   who   ride   the   bus   and  will  help  reinforce  a  call-­‐to-­‐action  because  those  exposed  to  the  ad  will  have  the  time  to   thoroughly  read  the  information  located  on  the  ad.     Internet  Advertising     We   have   chosen   to   purchase   the   majority   of   our   internet   ads   on   Ithaca.com   and   Cortland’s   equivalent   website.   These   websites   serve   as   an   online   community   center   providing   articles   and   information   that   local   residents   frequently   utilize.   We   will   only   be   using   pencil   banner   ads   which   are   elaborate,   colorful,   and   located   directly   at   the   top   of   the   page.   Pencil   banner   ads   are   the  most  expensive  form  of  banner  ads  but  they  are  prominent  and  look  the  most  professional.   Pencil  banner  ads  will  assure  that  our  client’s  services  will  be  seen  by  all  who  view  the  page  the   banner  appears  on.       Public  Appearances     Health  &  Wellness  Fair,  hosted  by  The  Shops  at  Ithaca  Mall,  is  an  annual  health  fair  attracting   numerous   parents   and   elderly   people   who   look   for   the   best   healthcare   services   for   themselves   and  their  family.  The  fair  is  taking  place  on  Saturday,  September  21  2013.  Dr.  Smith’s  presence   at  the  fair  will  help  capture  potential  clients  for  his  business  and  establish  his  presence  in  the   Ithaca   market.   The   fair   also   takes   place   during   the   second   allergy   season   of   the   year   (August   to   October)  so  Dr.  Smith  can  potentially  capture  consumers  who  are  looking  for  allergist.       Promotional  Items   In   an   attempt   to   achieve   an   increase   in   “Word-­‐of-­‐Mouth”   advertising   we   chose   a   less   traditional   form   of   advertising.   We   plan   on   launching   a   series   of   items   that   include   the   Dr.   Smith  “brand”  labeled  on  them.  These  items  will  include  pens,  mugs,  cups,  measuring  spoons,   coasters,   etc.   These   items   will   be   given   out   to   clients   during   appointments   and   will   help   increase   awareness   towards   Dr.   Smith’s   services.   We   believe   that   if   mugs   and   cups   are   used   within  a  client’s  home  by  friends  and  family,  Dr.  Smith  may  come  up  in  a  conversation  and  in   turn  lead  to  a  direct  increase  in  “Word-­‐of-­‐Mouth”.       6    


Email  &  Text  Messaging   Additional  digital  mediums  that  Dr.  Smith  should  tap  into  are  email  and  text  messaging.  These   mediums   are   efficient   because   they   hold   little   to   no   cost,   will   most   likely   be   opened   by   receivers,   and   work   to   reinforce   Dr.   Smith’s   brand.   We   only   recommend   that   he   use   these   mediums  to  reach  current  patients  that  already  exist  in  his  database.  He  can  send  SMS  /  Text   Message  and/or  email  reminder  a  few  months  before  allergy  season  to  remind  to  patients  to   schedule   an   appointment   with   him.   Follow-­‐up   emails   after   appointments   might   also   be   a   successful  tactic.  These  emails  could  include  satisfaction  surveys  and  also  encourage  patients  to   schedule  their  next  appointment  in  advance.       Search  Engine  Optimization   Behind   referrals   from   other   Doctors,   most   of   Dr.   Smith’s   clients   hear   of   his   services   through   simply   googling   “allergist   ithaca/cortland”.    When   “Allergist”   is   googled   in   Ithaca,   Dr.   Smith   is   found  on  the  second  page.  That  is  absolutely  unacceptable  and  needs  to  be  changed.  In  order   to  increase  his  client  base  in  Cortland  and  Ithaca  we  have  to  expand  his  presence  in  keywords   on  search  engines.  Because  the  Internet  is  one  of  the  biggest  ways  that  potential  patients  find   any  type  of  specialist,  we  think  it’s  important  that  Smith  Allergy  &  Asthma  utilize  keywords  in   these  markets.       Social  Media     Many   medical   professionals   steer   clear   of   social   media   for   legal   and   privacy   issues.   However,   research  and  various  case  studies  reveal  that  this  is  a  major  marketing  mistake.  Many  people   expressed   that   they   felt   social   media   wasn’t   being   utilized   to   its   full   potential   in   the   medical   world.  Therefore,  Dr.  Smith  should  consider  establish  a  presence  on  Facebook,  Twitter,  as  well   as  any  blog  site  that  he  deems  necessary  (Wordpress,  Blogspot,  etc).  The  content  posted  to  all   of  these  social  media  platforms  must  support  professional  medical  conduct.       To   help   Dr.   Smith   on   how   to   use   social   media   appropriately   with   his   practice,   we   have   put   together  several  reference  links,  which  he  can  find  in  the  Recommendation  section.       2.  Scheduling     Print  Advertising   We  have  chosen  to  go  with  a  flighting  pattern  of  media  selection  using  periods  of  heavy  print   advertising  in  combinations  of  periods  of  no  advertising  at  all.  We  have  chosen  this  technique   to   save   advertising   money   for   issues   of   our   selected   magazines   and   newspapers   that   would   most   likely   reach   our   target   market.   For   the   Ithaca   Journal   and   its   Cortland   equivalent   we   have   chosen   to   highlight   the   months   of   April-­‐June   and   August-­‐October,   leaving   out   July   which   is   known  to  allergist  as  a  “dead”  month.  Using  the  “13-­‐week  merchandising  package”  we  will  be   spend  a  total  of  $360  a  week  which  adds  up  to  be  $4,680  to  buy  advertising  space  in  these  two   journals.  The  Ithaca  Times  and  its  Cortland  counterpart  cost  $502  per  insertion.  We  are  sticking   to   the   flighting   pattern   of   media   selection   and   will   be   advertising   in   several   non-­‐consecutive   issues.   We   have   chosen   certain   issues   over   others   because   the   themes   and   content   of   the   issues  chosen  coincide  with  our  client  and  target  market’s  interests.  All  together  for  the  months   of  March,  April,  May,  and  August  we  will  be  spending  $8,032  to  advertise  in  these  magazines.   The   Ithaca   Child   and   its   Cortland   sister-­‐magazine   will   cost   us   $180   per   display   classified   ad.   We   are   advertising   in   these   two   magazines   for   a   combined   total   of   4   non-­‐consecutive   issues   that   7    


highlight  themes  and  stories  that  people  in  need  of  an  allergist  may  relate  to.  This  should  cost   our  client  a  total  of  $720.    Same  rates  apply  to  the  Ithaca  Parents  &  Teens  magazine,  which  cost   our  client  an  additional  $720.       Internet  Advertising   We   have   chosen   to   use   pencil   banner   ads   on   Ithaca.com   and   the   Cortland   equivalent.   Pencil   banner  ads  are  professional  and  do  not  give  off  the  same  “spam”  feeling  as  most  banner  ads.   We   would   be   purchasing   pencil   banner   ads   for   March   through   October   on   two   websites.   It   would  wind  up  costing  us  $9,520  to  advertise  at  a  rate  of  $1,190  per  month  for  two  websites.   We   have   chosen   to   use   the   continuity   style   of   media   selection   and   pour   the   majority   of   our   resources  into  the  “allergy  season”  time  period  which  is  completely  covered  by  our  media  plan.     Radio  Advertising   We   plan   on   allowing   an   advertisement   for   Smith   Allergy   &   Asthma   Specialists   to   run   from   March  1st  to  October  31st  in  an  attempt  to  create  a  continuous  media  pattern.  By  starting  the   radio  advertisements  a  month  prior  to  what  is  considered  the  “busy  season”  and  keeping  the   coverage  solid  all  the  way  through  the  end  of  allergy  season,  we  will  create  a  continuous  media   plan   that   will   reach   our   target   market   and   reinforce   the   Smith   Allergy   &   Asthma   Specialists   brand.    Lite   Rock   97.3   and   Q103.7   country   are   the   radio   stations   that   we   have   chosen   and   plan   on   running   ads   from   Monday-­‐Friday   6am-­‐10am   and   3pm-­‐7pm.   To   advertise   on   two   stations   for   such  a  long  period  of  time  (35  weeks),  we  have  allocated  that  it  would  cost  $240-­‐$180  per  week   which  adds  up  to  be  around  $8,400-­‐$6,300  for  the  entire  media  plan.     Transit  Advertising   Between   the   months   of   March   through   October   we   plan   on   having   a   continuous   media   selection   in   order   to   maximize   impressions   and   create   a   serious   word-­‐of-­‐mouth   influence   for   Smith   Allergy   &   Asthma   Specialists   brand.   With   a   $13,000   budget,   we   feel   that   we   can   adequately  advertise  Dr.  Smith  and  his  practice  within  the  Cortland  and  Ithaca  area.  We  would   be   purchasing   a   total   of   4   “King”   Boards   ($225/month)   within   Cortland   and   Ithaca   between   the   months  of  March  and  October.  This  would  cost  $7,200  and  would  account  for  the  majority  of   our   allocated   Transit   ad   resources.   We   would   purchase   4   “Tail”   boards   ($200/month)   within   Cortland  and  Ithaca  between  the  months  of  March  and  October  as  well.  This  would  cost  $4,800,   leaving  the  remaining  $1000  to  be  spent  on  “Interior”  Boards  ($15/month).  We  would  purchase   15   “Tail”   boards   between   Cortland   and   Ithaca   between   the   months   of   March   and   October   which  would  total  at  $960  leaving  a  surplus  of  $40  saved.     Public  Appearance   The  Health  &  Wellness  Fair  happens  on  September  21,  2013  at  The  Shops  at  Ithaca  Mall,  and   costs  $175  per  booth.       Email  &  Text  Messaging     Dr.   Smith   can   send   SMS   /   Text   Message   and/or   email   reminder   a   few   months   before   allergy   season  (February-­‐March,  July)  to  remind  to  patients  to  schedule  an  appointment  with  him,  in   addition  with  follow-­‐up  emails  after  appointments.           8    


Social  Media   Since  social  media  is  used  as  a  medium  to  raise  awareness  about  Dr.  Smith’s  business,  we  will   post   content   on   social   media   sites   throughout   the   year,   however   focus   more   heavily   prior   to   and   during   the   allergy   season,   which   is   April-­‐June   and   August-­‐October.   In   conjunction   with   other  media  outlets,  we  hope  to  bring  Dr.  Smith  at  the  forefront  of  people’s  mind  when  they   search  for  a  trustworthy  and  quality  allergist.       Search  Engine  Optimization   We  allocated  20%  of  our  media  budget  ($130,000  per  year)  to  digital  media  (more  specifically   paid   search   and   keywords).   With   a   yearly   budget   of   $26,000   and   a   maximum   daily   budget   of   $71.00,   we   factored   in   the   below   keywords   in   our   search   campaign.   We   suggest   using   the   below  ten  keyword  combinations  in  order  to  reach  the  Ithaca  and  Cortland  market  via  search   engines.    The   total   cost   for   these   keywords   falls   between   $63.90   and   $78.10   per   day,  which   adds  up  to  a  yearly  total  between  $23,323  and  $28,506.  

 

      IV.  Tactical  Plans  (flow  chart)  

9    


V.  Budget  Recaps     Total  budget:  $130,000   Total  budget  allocated:  $80,213   • Search  Engine  Optimization:  $23,323  -­‐  $28,506.   • Transit  Advertising:  $12,960   • Radio  Advertising:  $6,300  -­‐  $8,400   • Internet  Advertising:  $9,520   • Print  Advertising:  $14,152   o Newspaper:  $4,680   o Magazines:  $9,472   • Public  Appearance:  $175   • Promotional  Items:  $6,500   o Promotional  Materials  $2,000   o Memorabilia  $4,500    

 

  10  

 


VI.  Recommendations   We   suggest   Dr.   Smith   presents   lectures   at   universities   and   hospitals   as   a   form   of   publicized   philanthropy.  We  feel  the  timing  would  be  most  appropriate  during  July,  since  July  is  the  “dead   month”,   and   this   month   wedges   into   the   middle   of   allergy   relevance   season.   Dr.   Smith   is   a   notable  scholar  figure  in  this  area.  His  presence  radiates  intelligence  and  compassion.  Exposure   will   only   bolster   his   reputation   and   clientele.   Experiencing   a   live   presentation   on   an   allergy   specialist  is  going  to  have  a  positive  impact  on  the  audience  because  it  is  a  mutually  beneficial   method  of  advertising.  Every  speech,  whether  to  college  students  or  local  citizens,  will  cause  a   ripple   effect   by   “word-­‐of-­‐mouth”.   These   speeches   may   even   have   potential   to   encourage   a   press  release.     Social  media:   Below   are   a   few   of   our   brief   suggestions   for   Dr.   Smith   to   best   approach   establishing   a   social   media  presence.    

    Guides  to  using  social  media  as  a  medical  professional:   “Social  Media  for  the  Practicing  Allergist”:   http://allergynotes.blogspot.com/2012/03/social-­‐media-­‐for-­‐practicing-­‐allergist.html   “Allergists  Find  Value  in  Social  Media  to  Educate  and  Connect”:   http://www.acaai.org/allergist/news/New/Pages/AllergistsFindValueinSocialMediatoEducatean dConnect.aspx   World  Allergy  Organization  (WAO)  on  Social  Media:   http://www.worldallergy.org/members/index.php?contentid=594   “Four  Reasons  Doctors  Worry  About  Social  Media”:   http://www.forbes.com/sites/davidshaywitz/2013/04/14/four-­‐reasons-­‐doctors-­‐worry-­‐about-­‐ social-­‐media-­‐getoverit/   “Doctors  told  to  precede  with  extreme  caution  on  social  media”:   http://www.cbsnews.   11    


Media Planning Project for Smith Allergy & Asthma Specialists of Central New York