FORKS, KNIVES & SPOONS

A group of utensils. We are each bringing something different to the table with one mission in mind, to deliver one delicious campaign that your taste buds cant resist. Get ready to chow down.

We are

of the

MENU DAY

Table of Contents
DRINKS
Executive Summary P .1

STARTERS
Situation Analysis P . 2-21

SOUP & SALAD

Research P . 22-29

COLD CUTS
Marketing Plan P . 30-33

MELTS
SWOT P . 34-37

FISH
IMC P . 38-41

MEATS
Creative P . 40-57

DESSERT
Media Plan P . 58-73

COFFEE
Plan Evaluation P . 74-75

COCKTAILS
Other Recommendations P . 76-79

KIDS MENU
Appendix P . 80-107

THANK YOU
Come Back Soon P . 102-107

LETS START
with

SOME DRINKS

Executive Summary
THIS CAMPAIGN SEEKS TO FULFILL THE GOALS MEREDITH

presented for Advanced Rheumatology Center. The primary purpose is to provide new creative that displays the unique services and accreditation of ARC. Because ARC reaches beyond traditional Rheumatology, this creative and the updated branding seeks to display all of ARCs pain management services. Additionally, Forks, Knives & Spoons aims to provide work that goes beyond the one year $100,000 budget by providing recommendations for the future and ways to maintain the recommendations. To accomplish these goals, Forks, Knives & Spoons performed both primary and secondary research to formulate the strategy for ARC. The primary research in the form of a survey provided insight into the target market. It focused predominately on sports medicine and aimed to research a younger marketing than the current ARC customer. According to the survey, 57% of respondents follow their physicians recommendations and 35% ask a family member or friend for a referral. Additionally, 50% of respondents will travel 11-20 minutes for healthcare. Accreditation is incredibly important to respondents with a score of 8.64 on a scale of 0-10. Respondents would prefer physical therapy and injections to surgical procedure. Secondary research included a look into the market and competitors and additional sports medicine research. This helped support the decision to target sports medicine, as it is a rapidly growing segment of the healthcare. All of the reseach provided insights for creating and targeting the placement of the advertisements. Because Meredith and the rest of the ARC team do a great job of targeting the Rheumatology

patients, Forks, Knives & Spoons decided to highlight sports medicine predominately in the new material. The strategy for the campaign is to highlight Advanced Rheumatology Centers ability to use various procedures, especially Platelet Rich Plasma, to help heal sports related injuries. The survey results guided the decision to use metaphors involving sports equipment to encourage going to ARC rather than a surgeon. The creative focuses on the accuracy and accreditation of ARCs treatments and seeks to update the current website and other deliverables. To help maintain these recommendations, Forks, Knives & Spoons also created an internship program for FAU students. This can be used for social media, graphics and/or SEO improvement. For the future of ARC, Forks, Knives & Spoons agrees with the second ofce in Boynton Beach. The area matches the afuence level of the ARC demographic and provides a close proximity without cannibalization, according to the results of the survey and secondary research. Forks, Knives & Spoons would also recommend a name change to match the variety of services well beyond traditional Rheumatology. Forks, Knives & Spoons would like to thank the ARC team for the opportunity to work on this project and would invite you to look further into our menu to see the full offering.

EXECUTIVE SUMMARY

Overview

HOW ABOUT
a few

STARTERS

Situation Analysis
INDUSTRY ANALYSIS
THE HEALTHCARE INDUSTRY ENCOMPASSES A WIDE RANGE

of services and professionals. In the United States alone, the healthcare sector includes 780,000 facilities ranging from hospitals to doctors ofces to nursing homes (Hoovers). The combined annual revenue in 2012 was $1.92 trillion and is expected to surpass $2 trillion in 2013 (Statista). Wages, salaries and industry employment have also been steadily increasing in recent years. The industry is in the growth stage due to trends like new technology, advances in medical research, increasingly informed patients, the impact of American sports culture and an emphasis on exercise, diet and health. Opportunities in the industry include an aging U.S. population and a growth in non-insurance practices (Hoovers.) In such a large industry, competition is high. However, the healthcare industry is highly fragmented with the top 50 companies generating only 15% of revenue (Hoovers). Large companies have advantages in obtaining grants, access to new equipment and technology and offering a wide range of services. Smaller companies can succeed by specializing their services, targeting a smaller geographical target market and building a positive reputation in the community. Business challenges in the healthcare sector are not to be forgotten, as the industry is burdened with regulations and reform. Around 85% of the United States population is covered by some type of private or government healthcare with about

55% covered by employer-sponsored health insurance, 15% by Medicaid, and 15% by Medicare (Hoovers). Healthcare reform has been affecting the industry in recent years and caused the government to shut down in October 2013. The Affordable Care Act of 2010, also known as Obamacare, contributed to the growth of the healthcare industry by guaranteeing healthcare access to previously uninsured Americans. However, Republicans in Congress want the act repealed because they believe it extends government control over the economy and think it is unconstitutional that every U.S. citizen be required to purchase health insurance. The current debate over Obamacare has left the healthcare sector in a time of change and uncertainty. The sports medicine industry is a segment of the healthcare industry that the Advanced Rheumatology Center is looking to break into. The IBISWorld industry market database found that concentration in the sports medicine industry is low and that no companies currently dominate the industry. It is very fragmented, and in 2013 the top four companies accounted for less than 5% of the industrys total revenue (IBISWorld). Both internal and external competition is high, as sports medicine practitioners compete against each other as well as physicians, chiropractors, physical therapists and other medical facilities. Globalization in the industry is low because it is predominantly a practice in the United States, and barriers to entry include competition, education requirements, regulations and establishing a clientele (IBISWorld). America is considered the worlds capital of sports injury repair, and the industry has been growing steadily in single digits (Adams).
SITUATION ANALYSIS

Industry Analysis

 There are numerous trends in the sports medicine industry that have boosted it into the growth stage of its life cycle. Trends in new and advanced technology are continuously emerging for better medical care and treatment that draw clients to sports medicine practitioners. New technologies increase the number and types of services available. These developments include an extensive range of medical equipment and drugs that enable tests to be performed quickly and treatment to be delivered more effectively and accurately, as well as computerized systems for electronic medical records and nancial and administrative information (IBISWorld). Sports participation is also increasing due to diet trends and obesity awareness. The percentage of Americans who participate in sports on a daily basis is projected to rise from 18.7% in 2013 to 19.2% in 2018 (IBISWorld). The baby-boomer generation approaching retirement is especially health conscious and is increasing their physical activity, and new retirees have more time for leisure activities. The competitive nature of athletics and sport camps continue to be a factor in the sports medicine industry as athletes try to better themselves at their sport. Promotion and government support for exercise, especially under the Obama administration, is also a trend that supports the growth of sports medicine. The First Ladys Lets Move! initiative to ght childhood obesity and the medias support for healthy lifestyles promote exercise to the American people. Overall, the sports medicine market of the healthcare sector is a fairly new and growing business.

COMPANY ANALYSIS
ADVANCED RHEUMATOLOGY CENTER IS AN ARTHRITIS

and joint specialist clinical practice focused

on providing customers with joint and tissue pain relief using the latest and most effective technology. They are one of only 16 accredited sites in the country and the only one in Florida for using the Musculoskeletal Ultrasound technology. They are considered non-surgical orthopedic specialists. Advanced Rheumatology Center mission statement is as follows: Our mission is to provide stateof-the-art care with a personalized, patientcentered approach to treatment. Dr. Hirsh, Dr. Hutton and Dr. Alvarez utilize the latest and most effective treatments, which may include joint injections and medications, as well as prescriptions for exercise and physical therapy programs. At Advanced Rheumatology Center, we are committed to providing excellent, comprehensive service for all joint care needs. As your rheumatology team, we will work closely with your internist and other members of your medical team to coordinate your care. 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. 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. Advanced Rheumatology Center opened on October 15th, 2007, with ve team members. The practice has grown to 27 team members and over 10,000 patients. They are located at 15300 Jog Road Suite #101 in Delray Beach, FL 33446. They can be reached by phone at (561)-819-3100 and by fax at (561)-8193119. Their facility is 3,400 square feet and is home to three doctors specializing in a variety of treatments and procedures. Advanced Rheumatology Center holds many principals at the core of their business. Their services include a mix of orthopedics,

pain management, radiology and traditional rheumatology, and they offer a plethora of options and treatments for their patients consisting of diagnostic and therapeutic treatment of joint & soft tissue ailments (Advanced Rheumatology Center, 2010). They mainly focus on procedures using imaging guidance and differ from traditional rheumatology. Their team consists of Board Certied Internal Medicine and Rheumatology Physicians Clients product characteristics, benets, performances and pricing (Detail all relevant prices and pricing strategies and distribution; include the trade, relevant product history): Advanced Rheumatology Center offers a variety of treatments and procedures that cater to their customers individual needs. Some of the most popular and effective treatments include Musculoskeletal Ultrasound, Regenerative Medicine, and

Injections & In-Ofce Treatments. As stated before, Advanced Rheumatology Center is the only medical ofce in Florida that is accredited to use the musculoskeletal ultrasound technology one of only a few in South Florida that are offering it. According to ARC, For many patients, treatments done under ultrasound can be more effective. The procedures that can be performed under the ultrasound guidance include joint aspirations and injections, decompression of cysts, and treatment of tendonitis and bursitis and this technology is used to help diagnose injuries to muscles, ligaments and joints. This procedure offers the added benet of not being exposed to ionizing radiation as is the case with X-rays and other scans. This procedure is also more cost-effective (Advanced Rheumatology Center, 2010). According to ARC, Most physicians still use a blind technique, which uses surface anatomy to make a good guess
SITUATION ANALYSIS

Company Analysis

as to where to place the needle. Even in the most experienced hands, this procedure has a variable success rate. Another treatment that is offered is Regenerative Medicine. The National Institutes of Health denes regenerative medicine as the process of creating living, functional tissues to repair or replace tissue or organ function lost due to age, disease, damage or congenital defects. Orthopedic injuries can compromise mobility and diminish quality of life. At Advanced Rheumatology Center, their goal is to help patients enjoy their quality of life by using non-surgical techniques (Advanced Rheumatology Center, 2010). They offer patients innovative treatment plans that have a proven track record of healing patients and regenerating damaged tissues. This is a very popular treatment due to the non-surgical aspect. Many patients only pursue surgical treatment options as a last possible resort. ARC also offers Injections & In-Ofce Treatments. These treatments are tailored specically to their patients needs. Dr. Hirsh, Dr. Hutton and Dr. Alvarez will discuss all of the treatment options and the potential benets and risks of each treatment selection with each patient to nd the best treatment option available. There are several types of joint injections which can be administered. These injections include viscosupplements and steroid (cortisone) injections. Viscosupplementation is a procedure that involves the injection of gellike substances into a joint to supplement the viscous properties of synovial uid. (Advanced Rheumatology Center, 2010). Steroid injections can be used to target effective antiinammatory treatment to a specic painful joint. Pricing for these different procedures varies based on the patient and their insurance coverage. Other treatments and technologies include Platelet Rich Plasma or PRP , Digital X-rays, prescription medication, and physical

therapy. Advanced Rheumatology Center has successfully treated Ankylosing Spondylitis, Arthritis, Autoimmune Diseases, Carpal Tunnel Syndrome, Gout, Joint Pain, Knee Pain, Neck and Back Pain, Osteoarthritis, Osteoporosis, PMR, Psoriatic Arthritis, Rheumatoid Arthritis, Sciatica, Shoulder Pain, Sjgrens syndrome, Spinal Stenosis, and Sports injuries. (Advanced Rheumatology Center, 2010).

ARC CREATIVE CRITIQUE

THE HEALTHCARE INDUSTRY AS A WHOLE IS NOT NORMALLY

known for its creativity and originality. Design is not a necessity when compared to saving lives and treating patients. Because of this, much design and advertising within the Healthcare industry maintain very similar characteristics and are incredibly copy heavy. Healthcare providers are evaluated on care and dependability over appearance and advertising. Although good design and creativity is a goal, it is not priority. Time spent on creating an individual look benets the brand and makes it stand out within the industry. After looking over ARCs past creative, it is evident how much time has been spent on creative development. Forks, Knives & Spoons believes that ARC should employ a balanced and cohesive strategy across all aspects within the company. Both care and creative should be evaluated on a similar scale. Historically, good design has always been seen as secondary to service. Although good service is the main goal, it is more of a necessity than an option for successful business. Younger demographics expect good service. However, in addition to good service, they now expect pleasing design. At rst glance, ARC does seem to have a

grasp on branding. It is consistent across the various printed materials. By incorporating their logo and similar colors throughout all designs, they have begun to build a similar look for all creative messaging. Professional portraits are a nice touch to supplement the creative material. The biggest weakness of ARCs past marketing material is their inability to create a unique branding experience. Their design work is extremely generic and needs updating. There is little to no concept in their advertising work. It is evident that not much time, thought or creativity has been set aside for creative development. Overall nothing is very welcoming or visually appealing. It is standard healthcare design. In terms of content, the ads are extremely

Success Stories
I have been an avid tennis player my entire life. I was recommended to Dr. Hirsh by my physical therapist. Dr. Hirsh felt I was the perfect candidate for PRP and after speaking with my sister, who is a doctor as well and had heard of PRP, I decided to give it a try. The procedure is quick, and as the days go by, you start to feel progressively better. I love Dr. Hirsh and am happy with my results. Its good to have someone like him on your side. Charlotte, Boca Raton I have had long-standing knee pain from wear and tear. I had surgery on one knee and I injured my other knee training for a marathon. Other treatments Ive tried are physical therapy, lots of NSAIDs and changing my activities. I have known Dr. Hirsh since 2003 and heard people talking about PRP, so I asked Dr. Hirsh for more details. I had three PRP treatments for each knee. Today, Im doing things that I havent been able to do in years. Im in the process of going to a Navy Seal training camp in San Diego and running 5 miles while wearing a 20 pound pack. Dr. Wirtschafter, Boca Raton Oh my gosh, if I hadnt done PRP I would still be in constant pain. It was worth every bit of it. It was a totally positive experience, and Ive been telling everyone about PRP and Dr. Hirsh. Laura, Delray Beach Ten years ago, I injured myself playing soccer. I tried exercising and physical therapy, but the pain never fully went away. After seeing Dr. Hirsh, he mentioned PRP and I was fascinated by learning the power of our own platelets and their healing capabilities. I can now run and exercise and continue with my daily activities. Thank you, Dr. Hirsh. Ahmed, Miami Beach

PRP
Platelet Rich Plasma Therapy
Brett Hutton, MD, FACP
Board Certified

Marc J. Hirsh, MD, FACP

Board Certified

Alain Alvarez, MD
Board Certified

An innovative alternative to healing injuries

We are conveniently located on the northeast corner of Jog Road and Floral Lakes Drive, between Linton Boulevard and Atlantic Avenue.

Marc J. Hirsh, MD, FACP

Board Certified

Brett Hutton, MD, FACP

Board Certified Board Certified

wordy. The information and ARCs print material we were copy should be simplied. surprised at the amount of (561) 819-3100 Furthermore, their choice of collateral that had been created. stock photos is also very generic It is great that many efforts have as are the portraits of the been made to inform people of doctors. Putting a face to the ARCs service and mission, doctors is a good idea, but the however the execution of these execution of some of them is off efforts is overwhelming and putting. ARCs work needs to unattractive. Some common be professional, yet creative and themes and issues seen in visually appealing. It needs to ARCs past print work are be comforting and trustworthy un-cohesive use of branding, with simplied information. lack of visual hierarchy, poor When looking through layouts, an overwhelming
Alain Alvarez, MD

15300 Jog Road Suite 101 Delray Beach, FL 33446

www.arcdelray.com

NON-Surgical Options
Successfully Treating...
arthritis sports injuries joint diseases plantar fasciitis rotator cuff tendonitis tennis & golfers elbow gout sciatica trigger finger spine arthritis shoulder & knee injuries carpel tunnel syndrome

(56l) 8l9-3l00
15300 Jog Road, Delray Beach | www.arcdelray.com
ARC Creative Critique
SITUATION ANALYSIS

amount of information, pixilated images, generic and unrealistic images, improper usage of typography and an abuse of the gradient tool.

Cohesiveness
COHESIVE BRANDING IS VERY IMPORTANT TO CREATING

a memorable and professional advertising look. The more times a consumer sees similar usage of a brand executed through different outlets, the more the brand gets ingrained in their memory. The ultimate goal is to create a recognizable brand. An example can be seen

NON-Surgical Options
Successfully Treating...
Arthritis Joint Diseases Sports Injuries Tennis & Golfers Elbow Trigger Finger Spine Arthritis Shoulder & Knee Injuries Carpel Tunnel Syndrome

to read rst. Because Americans read left to right, the blue circle pulls attention, but there is still too much clutter. The most important information on this ad is probably what ARC can successfully treat, but this is probably the last place the eye would go. With better usage of typography, color and layout, this ad would be much easier for the user to take in. Visual hierarchy and layout go hand in hand.

15300 Jog Road, Delray Beach www.arcdelray.com

(561) 819-3100

Same Day Appointments

Information
THROUGHOUT ALL OF ARCS BROCHURES, PRINT ADS

Brett Hutton, MD, FACP Board Certied

Marc J. Hirsh, MD, FACP Board Certied

Alain Alvarez, MD Board Certied

Caring for you... so you can CARE for them

arthritis hip pain joint pain plantar fasciitis shoulder & knee pain carpal tunnel syndrome tennis & golfers elbow sports injuries trigger nger back pain

Successfully Treating:

MD

Bre

tt H utton

561-819-3100
15300 Jog Road Delray Beach
www.arcdelray.com

below from three of ARCs past print ads.

d arde a Aw tion a lorid in F ccredit r e t A Cen sound ical ra Med tal Ult le nly nd O culoske a t Firs Mus

, MD

var A l ain Al

ez,

MD

and newsletters there is abundant amount of information. In the health industry there are many issues at hand and many procedures are offered to handle these issues. Educating the patient on different procedures and services is extremely important, but too much information can become very overwhelming. Consumers have very short attention spans and will only spend so much time reading all the information on brochures. Because this information is a

Hierarchy / Layout
LAYOUT OF INFORMATION IS IMPORTANT TO CREATE VISUAL

hierarchy. This tells the user what is most important and where to go next. A hierarchy helps guide the eye throughout the ad or page. It makes the readers life easier. Many of ARCs ads lack a hierarchy and make the reader work more than necessary. Looking quickly at this ad, the readers eye has no idea where to go and what information

irs J. H Marc
h,

matter of health, they do have a persons attention for longer. Regardless, no one wants to read a full page of words, so the information must be simplied and shortened. So much copy with little to know usage of visuals, turns a reader off. The same situation is seen in ARCS Bones & Joints newsletter. The newsletter is creative and interesting, but it is just way too much too read. It would even be better presented if it were in columns rather than full pages.

Image Use
A FEW OF THE IMAGES USED IN PAST ADS

are pixilated. Pixilated images are extremely unprofessional and poor quality. There is also an obvious use of stock photos. Using stock photos in design and ads is a professional norm but the photos chosen are very stock photo posed and unrealistic.

looking at www.arcdelray.com, its easy to see that ARC has put time into creating a cohesive website. However, when rst arriving at the site, it is very hard to distinguish hierarchy of information. The eye is led to multiple calls for action. These CTAs can be very frustrating and overwhelming when trying to navigate the site. The image to the right illustrates how many options there really are. There are three lists of links to different treatments that all overlap one another. From a UX standpoint, the wireframes of this site should be completely restructured to create a natural and intuitive experience for the user. The layout is very busy, which is similar to much of the print material being produced by ARC. Loads of information are presented at once making it impossible for viewer to digest and understand the content.

Website
THE NEED TO HAVE A FUNCTIONING

website and proper domain has become vital to success of modern businesses. When

ARC Creative Critique

SITUATION ANALYSIS

Social Media
DESPITE ITS CAPABILITIES AS A FREE SOURCE OF ADVERTISING,

ARC has not engaged users on social media. Currently, they have not established themselves on any platform, which is a major drawback for them as social media allows customers to interact with the company. More than that, it can help ARC to develop their branding and overall identity.

Fundraising / Events
INVOLVED IN A NUMBER OF EVENTS, ARC DEFINITELY ATTEMPTS

to embrace the community around them. From golf tournaments to arthritis fundraisers, ARC has participated in a number of events to help develop their presence in Delray. However, they have only targeted events with older audiences. In order to break into Sports Medicine, ARC will have to become involved with younger demographics to position itself within the industry.

CONSUMER OR PROSPECTS
AN
AGING POPULATION HIGHLY CONTRIBUTES TO THE

current consumers of the healthcare industry. The number of over 55 year-olds is predicted to be 87.4 million in 2014, and the average 65 year-old has ve chronic conditions, 14 doctors, and takes a variety medications (MintelOxygen). There is a rise of consumers suffering from obesity and diabetes, and the market size of the healthcare industry continues to grow in the United States. It is estimated that 42% of consumers have health insurance coverage through their employer

with an HMO or PPO, while 28% are likely covered by a government-sponsored plan like Medicare or Medicaid (MintelOxygen). In particular, The Advanced Rheumatology Centers current consumers are typically over the age of 50, live within ve miles of ARC, have joint pain, prefer non-surgical options and are insured by one of their insurance carriers. Many current consumers are suffering from osteoarthritis. A current patient refers 55% of current consumers, while a physician or therapist refers 40%. The demographics for many of these consumers are wealthy, Jewish snowbirds that reside in Delray Beach but live in the North Eastern United States during the summer months. Potential consumers in the healthcare industry are younger and more active. They are in better health than the current consumers, but they suffer from athletic injuries and tend to ignore pain and delay treatment. These potential consumers respond to referrals instead of advertising and trust friends and family for medical advice. Potential consumers for ARC are still the older age group that lives close to ARC but also 35-55 year olds that have joint pain. ARC has many patients that suffer from osteoarthritis but have not yet broken into the sports medicine industry and a younger demographic of patients. These potential consumers are younger and more active than the current consumers and are suffering from sports related injuries. The activities they participate in vary from golf and tennis to running, martial arts or cycling. According to a Qualtrics survey, potential consumers prefer non-surgical options, and 59% of the survey respondents follow their physicians recommendation when seeking medical care. These consumers are most concerned that doctors are accredited and that a practice takes their type of insurance. 50% of survey respondents typically travel 11-20

minutes for medical care, expanding ARCs geographic target. The potential consumers are most often married with children, and 61% of respondents were married. The product usage varies, as do the patients conditions. Consumers prefer to obtain medical treatment close to their homes at doctors ofces, hospitals or treatment centers. Visits depend on the consumers injury or condition, so the product usage is very vague and on a case-by-case basis. There is an increasing level of use and frequency because of Americas focus and current trends on diet, exercise and health as discussed in the industry analysis. Obamacare was also discussed in the industry analysis pertaining to the issues America is currently having with the healthcare sector and consumers. Whether the law is repealed or passed, a large change in the buying habits of health insurance is upon us.

Hospitals
Arthritis Associates of Florida www.arthritisassociatess.com 5130 Linton Blvd. Unit F-1 Delray Beach, FL 33484

ARTHRITIS ASSOCIATES

OF

COMPETITIVE ANALYSIS
FORKS, KNIVES & SPOONS REACHED OUT TO THE CLIENT,

Meredith, to determine specic practices and types of services that she saw as competition. This led to the team researching the Arthritis Associates of Florida, Holy Cross Hospital, Dr. Purita, Dr. Provo and orthopedists and rheumatologists in the surrounding area. These practices and doctors provide similar services and do so successfully, so they provide examples of what ARC would want to do or would want to avoid in the future.

themselves as board-certied, and they make sure to include in their advertising that they specialize in adult and pediatric rheumatology. They treat all types of arthritis and autoimmune disorders without surgery. They believe in thoroughness and providing the best service to their patients. They suggest for patients to come in with medical records, past/recent laboratory studies, X-rays, MRI scans and reports and Bone Density. They suggest for part-time residents to have records of the summers medical events before their fall appointment. They have four doctors on staff. They have no social media marketing and no Yelp reviews. Arthritis Associates of Florida has almost no presence online. Arthritis Associates of Florida focuses on Rheumatoid Arthritis, Osteo Arthritis, Osteoporosis, Fibromyalgia, Lupus, Gout, Muscle Spasms, Back and Neck Syndromes, Shoulder and Hip Syndromes, Visco Supplement the Knee, Sciatica, Spinal Stenosis, & Tennis Elbow, Carpel Tunnel (www.arthritisassociatess.com).

FLORIDA

ADVERTISES

Creative Critique
THE WEBSITE FOLLOWS A DARK BLUE ON BLUE COLOR SCHEME,

like many healthcare providers. Its tranquil but there is very little contrast in the scheme they

SITUATION ANALYSIS

Competitive Analysis

11

chose. Additionally, the images appear to be stock images. This is not necessarily negative but it adds to the generic feel of the site. It is on the whole not the most aesthetically appealing and it is currently down. All of these factors detract from the quality of the organization. It

DPI OFFERS MRI, BREAST MRI, MRA, CT, CTA, Ultrasound,

is very content-heavy and overwhelming for the user. Therefore, this site is very similar to the current ARC site and shows what to avoid. and it is currently down. All of these factors detract from the quality of the organization. It is very content-heavy and overwhelming for the user. Therefore, this site is very similar to the current ARC site and shows what to avoid.

Dexa scans (Bone Scans), X-Ray, and Nuclear Imaging. The Radiologists and Cardiologists are Board Certied and the Technologists are State and Nationally Certied. They state, with a showcase-imaging department, you can be sure you are getting the best technology available. DPI offers cardiac imaging using the latest 40-slice spiral CT technology and 1.5 T High Field Short Bore MRI. DPIs open MRI is designed for claustrophobic and large patients, comfort and kinematics study. The Nuclear Scanner is the latest dual head camera. The high end Ultrasound equipment can also be taken mobile into the doctors ofce, or to your home. They also feature STAT Testing that can be same day with a 4-hour pre-lim report faxed within 24 hours to your referring physician. They have a Yelp page for reviews and a large fan base on Facebook. DPI was established in 1997. They have 4 state of the art diagnostic imaging facilities ready to serve. They are located in Ft Lauderdale, Pembroke Pines, Plantation and Coconut Creek. They advertise their staff as friendly, efcient and always working to meet the corporate mission. Transportation is provided for their clients.

Creative Critique
THE WEBSITE IS EASY TO USE AND HAS SEVERAL PAGES THAT

Diagnostic Professionals Inc. Location addresses are on website. www.diagnosticprofessionals.com

clients can browse through. They have relevant advertising on their website, but it is distracting to the client and makes the website look less credible. They have their own blog that is linked from their website. They post frequently and provide medical content for clients to read. This is a highlight to the creative and content

marketing that DPI is using. The blogs name is The Imaging Report. DPI also has anonymous patient testimonials on their website that do not elaborate much on the experience. It would useful for DPI to have creative testimonials with videos that explain situations and problems that patients that got to DPI have. The website overall is outdated looking, but it does serve its purpose. The DPI logo is not easy to relate to in the medical service industry and it does not help market or make the business memorable. The advertisements used on the DPI website have several stock images and there is too much text on the website that is uffy and does not explain what DPI can service. It is not a direct competitor but shows a healthcare practice making an attempt at a voice in their branding and messaging. Though the ads themselves are not a good example for ARC, the effort they have put into interaction and a unique online presence add to the brands quality and humanization.

SITUATION ANALYSIS

Competitive Analysis

13

Rheumatologists South Florida http://www.southorida rheumatology.com

RHEUMATOLOGISTS OF SOUTH FLORIDA DEFINE WHAT THEY

do and inform the client of the potential of their services. They advertise a few of their doctors that do speak Spanish. Devices that deliver high quality images for doctors are invaluable when it comes to making accurate diagnoses and for creating the best possible plan for treatment. For this reason, Dr. Wayne Riskin and Dr. Charles Kahn offer a state-of-the-art imaging system. Their convenient on-site X-ray room contains a brand new Carestream DirectView Vita CR System, which is a reliable, compact imaging machine. It provides faster yet more accurate images, because it allows doctors to capture and process high quality digital images of larger parts of the body. This increases efciency and quality. Additionally, it creates a digital, CD copy of scans that patients can take home. Because rheumatology deals with bones and joints, its important for rheumatologists in South Florida to have the latest imaging technology. Whether the doctor suspects arthritis has caused bone weakening, bone loss, fractures or joint cushion problems, getting an X-ray or other imaging test can help them see exactly whats going on in the areas.

The two doctors that practice at Rheumatologists South Florida are Dr. Kahn and Dr. Riskin. Consumers can access the other tabs and pages on the website, but the error on the homepage is a mistake and does not allow easy access for the potential patient. This website is aesthetically pleasing, and it is one of the stronger websites found among the competitors. Additionally, the sections make the site easier to use.

Holy Cross Hospital 4725 N. Federal Hwy Fort Lauderdale, FL 33308

THE HOSPITAL IS A NON-PROFIT CATHOLIC HOSPITAL

Creative Critique
THE ONLY CREATIVE OF RHEUMATOLOGISTS SOUTH

Florida is the website. There were no evident advertisements from other sources. The website is easy to access and the palm tree background suggests the Florida setting of the business. Unfortunately, the homepage contains an error message.

sponsored by the Sisters of Mercy and a member of Catholic Health East. It is located in Fort Lauderdale, Florida. It has received high honors for patient safety, orthopedics, urology, gynecology, womens health, and geriatric and stroke care. Its a full-service care hospital thats home to the Orthopedic Institute, Jim Moran Heart and Vascular Center, Jim Moran Heart and Vascular Research Institute, Michael & Dianne Bienes Comprehensive Cancer Center, Dorothy Mangurian Comprehensive Womens

Center, Harry T. Mangurian Jr. Diagnostic Imaging Center, Zachariah Family Wellness Pavilion and the Feldman Center for Optimal Health.

Creative Critique
THE MAIN WEBSITE HAS A SLIDER AT

the top to cover many services that the hospital provides. One of them specically focuses on their Orthopedic Institute with the line wherever it hurts, our orthopedic specialists can help. Two other sliders are also relevant towards ARC, including their sponsorship of Ask the Doc and their approach to

health insurance. The rst legitimizes the hospital and the institute while also providing exposure. The second deals with health insurance, a hot topic in current American culture. It makes the services affordable without making the

hospital seem cheap. No matter what slider is present, the blue color scheme of the branding and the contact info are present.

SITUATION ANALYSIS

Competitive Analysis

15

Schrier Family Chiropractic 245 SE 5th Ave. Delray Beach, FL 33483

DR. ELAN SCHRIER IS THE ONLY PRACTICING PHYSICIAN AT

the chiropractor. He has a large presence online and he even has a large Twitter following. Dr. Elan has a Youtube channel that has patient testimonials that are entertaining and highlight the services he provides. Dr. Elan has informative content on his website that allows the patient to informed by just reading the website before even going to the ofce. Schrier Family Chiropractic is a clinic that strives to help patients achieve their optimal health and teach them how to be proactive in their lifestyle. They state that they have an inside-out approach that focuses on letting the body do the healing. Their website states

that they attempt to remove the interference thats keeping a patients body from working correctly. Schrier Family Chiropractic has a new patient orientation meeting every week and they also provide a video on their website. The business takes a more creative and less medical way of attracting patients on their website and through their philosophy.

Creative Critique
PROMO FOR NEW PATIENTS POPS UP WHEN YOU OPEN

his site. Though this is a creative idea for encouraging new business, it is incredibly tacky and removes overall value. It follows the color scheme of the site but looks like an ad encouraging you to sign up for a magazine subscription. This greatly cheapens his image. The main page focuses on humanizing the main doctor. His branding makes it family-

focused, just as ARC seeks to, with the use of Family and the imagery in his logo. Additionally, he can be contacted via Gmail, making him common and approachable at best or unprofessional at worst. His main page has a link to a blog, which furthers the humanizing aspect and provides several reasons to use a chiropractor. One of the articles in particular entitled Want to perform better? displays how chiropractors are for more than neck and back pain. According to the article, Most professional athletes have a Chiropractor to make sure that their nervous system is working at 100%. ARC could utilize similar statistics as they attempt to break into the sports medicine realm. The site also links to his social media, including his Facebook. He snagged the link https:// www.facebook.com/chiropracticservices when Facebook let him personalize his page, which is very helpful for search purposes. He is consistent across mediums by utilizing his logo for the prole picture. Additionally, it utilizes the applications function to show testimonials, the new patient deal and email sign ups.

in orthopedic surgery at University of MiamiJackson Memorial Hospital where he served as chief administration resident. Dr. Purita is an instructor and proctor of surgeons in the use of lasers in arthroscopic and orthopedic surgery at a variety of area hospitals.

Creative Critique
THE INSTITUTE OF REGENERATIVE AND MOLECULAR

Doctors
Dr. Joseph Purita Purita is a part of The Institute of Regenerative and Molecular Orthopedics. Location: 660 Glades Road, Boca Raton, Fl 33431

orthopedics has a very content heavy website. The logo is effective and shows that it is medically related. Despite the clutter, Dr. Purita still has his national recognition prominently featured on the site. He is a Top U.S. News Doctor and has been featured in USA Today, The Wall Street Journal, The New York Times, etc. This greatly adds to his credit as a doctor.
Dr. Jace Provo Dr. Provo is a physician at the West Boca Medical Center and at Sports & Orthopedics Center, and he specializes in sports medicine and orthopedics. 9970 S. Central Park Blvd., Boca Raton, FL 33428 www.sportsorthocenter.com

DR. PURITA IS KNOWN FOR BEING A PIONEER IN THE

use of the laser in orthopedic surgery, and he graduated from Georgetown University Medical School. He served his surgical internship at the University of Florida Medical Center. He completed his residency

WEST BOCA ORTHOPEDIC IS A DEPARTMENT WITHIN THE

West Boca Medical center. The West Boca Medical Center Orthopedics and Sports

SITUATION ANALYSIS

Competitive Analysis

17

Medicine uses their expertise in orthopedic surgery and sports medicine with a passionate commitment to patient care. They state on their website that they create progressive programs that tailor surgical and non-surgical treatments to meet individual needs, and West Boca Orthopedics uses advanced technology and time-tested techniques. Their services include Achilles tendon repair, hip replacement surgery, anterior Cruciate ligament, arthroscopic repair, arthroscopic surgery meniscus, shoulder replacement surgery and knee replacement surgery. Dr. Jace Provo is also a part of the Sports & Orthopedics Center in Boca. According to the site, it specializes in cutting-edge orthopedic treatments to maximize your healing. They compete with ARC in that they emphasize their use of platelet rich plasma, PRP , and diagnostic ultrasound on their homepage. By touting their accuracy, the practice appears on par with ARCs accreditation to the common patient. They utilize the latest surgical and non-surgical options, making them appear to be a well-rounded ofce. The website for Sports & Orthopedics Center, like many other practices, utilizes a sliding banner at the top to provide visuals

likability and professionalism. The website also displays their non-prot organization, Youth Sports Doc, their social media links, and videos about various types of pain. It is simple yet informative. ARC could utilize their site similarly to display the teams they sponsor and the arthritis walk they do as a team annually. As far as social media usage goes, they do not utilize the same logo on the website and the Facebook. Additionally, they have not posted since December 2012. Poor use of Social Media can be a detriment rather than an aid.

ORTHOPEDICS
South Palm Orthopedics 4800 Linton Blvd, Delray Beach,FL

www.southpalmorthopedics.com

SOUTH

PALM

ORTHOPEDICS

IS

COMPREHENSIVE

orthopedic surgery and care center in Palm Beach Country. It has been open since 1992. It is staffed by four fellowship-trained orthopedic surgeons and it offers services in joint reconstruction, sports medicine, hand and wrist surgery, as wells as fracture repair and foot and ankle conditions. They specialize in bones, joints, nerves or soft tissues of the extremities. They strive to get every patient to be painfree and active again. They serve the areas of Delray Beach, Boynton Beach, Wellington, Boca Raton and all of Palm Beach County.

for various services. Rather than using stock images, all images are of the doctors around the ofce and with patients. There are also more casual images of the doctors outside of the ofce and with atheletes, adding to their

Creative Critique
THE LOGO MATCHES THE TROPICAL NATURE OF SOUTH

Palm, and the runner combined with the stripes creates a feeling of motion. The site comes up as one created by http://www. ihealthspot.com/Portfolio.aspx, adding to its generic feel. Their social media presence and website presence are consistent. They utilize a square version of their logo for the prole picture. Additionally, their cover photo is of a woman playing tennis, encouraging the sports medicine practice. Because of their color scheme, the branding of South Palm Orthopedics stands out. The majority of healthcare providers utilize shades of blue, so this teal and peach combination is distinctive. Their font combinations are not the most aesthetically appealing, and the search bar at the top is very sloppily done. That being said, the site is informative and easy to navigate. The photographs on their website implies that they appeal to an older audience.

people of all ages and walks of life in the Palm Beach area. They strive to get people back into their active lifestyle in an efcient and proper manner for their body.

Creative Critique
ALL OF THEIR CREATIVE OUTLETS ADD TO THE LEGITIMACY

and reach of their message. Celebrating a 60-year anniversary is especially crucial in showing how trusted and successful the practice is. Their recognition in US News is especially helpful in furthering their legitimacy and outside recognition. Though ARC maintains that they have few competitors, aspects of these companies and individual doctors come into direct and indirect competition with ARCs various services. As Advanced Rheumatology Clinic expands services to cover many pain managementrelated, non-surgical methods, it can look to other Orthopedic and sports medicine practices for positioning and opportunities for expansion.

Orthopedic Center of Palm Beach County 4801 S. Congress Ave #100, Lake Worth, FL 33461 http://www.ocpbc.com/
ACCORDING TO THE SITE,

served Palm Beach County for over 60 years, and they provide the best orthopedic and podiatric care. Their team is Board Certied/ Board Eligible and they are highly trained in their specialties. They treat most joints like shoulder, elbow, wrist, hand, spine, hip, knee, foot and ankle. They strive to provide state-of-theart,comprehensive musculoskeletal care to

THEY

ARE PROUD TO HAVE

SITUATION ANALYSIS

Competitive Analysis

19

 As ARC begins to reach for a younger demographic, specically with sports medicine, social media begins to play a larger role. Even if ARC and its doctors do not want to maintain a consistent presence, it should appear consistent with other messaging. This consistency needs to be present in all modes of communication, including their site, social media and deliverables. Additionally, any articles ARC puts on their website to share with patients and potential patients could be used as content for social media. Also, anything they produce in paper form, such as Bones & Joints, could be put online. The doctors that Meredith Hirsh named as competitors, Dr. Purita and Dr. Provo, utilize images that are not stock photos and have casual images of themselves for their website and deliverables. As a team, Forks, Knives & Spoons saw this as an opportunity for ARC and did a more natural photo shoot of Dr. Hutton and Dr. Alvarez while visiting ARC. In addition, these doctors, as well as other Orthopedic practices such as OCPBC, have their national displayed prominently on their website homepages. ARC currently has their

accreditation displayed in such a manner, but they could make it appear more ofcial. This is another opportunity in the campaign as Forks, Knives & Spoons can create a seal to promote their MSK Ultrasound accreditation. Advanced Rheumatology Clinic currently Youth Baseball teams and has a team in the Arthritis Walk every year. These philanthropic activities show their community support and their teamwork. In the site development, this could be displayed prominently like other practices mentioned above. One of the greatest detriments to the competitors, specically Dr. Elan Schrier, was anything that cheapened the look of the practice. Any sort of sloppiness in website display tarnishes the online image of the practice and therefore the image of the company as a whole. In the case of Dr. Schrier, the special offer pop up was incredibly tacky and makes his practice look like a magazine subscription. When it comes to messaging, it is better that the site appears clear and concise rather than cluttered so that the services and care can stand out.

SITUATION ANALYSIS

Competitive Analysis

21

SOUP
and

SALAD

Research
PRIMARY RESEARCH
FORKS, KNIVES & SPOONS CREATED AN ONLINE SURVEY TO

RESULTS

AT THE BEGINNING OF THE SURVEY, IT WAS IMPORTANT TO

identify the exercise, medical treatment, and healthcare habits and opinions of the desired target market. The objective was to use the information and plan a successful advertising campaign for ARC based on the habits of the target market. After creating a detailed survey, Forks, Knives & Spoons distributed it to parents and family friends in the South Florida area. We reached out to them via email and Facebook and tried to reach the correct target market of males and females in South Florida aged 35 to 55.

SURVEY RESPONDANTS BREAKDOWN

Age

16-19 20-24 25-34 35-44 45-54 55-64

% 2% 22% 4% 7% 46% 19%

Bar visualization

UF student organizations helped out by providing their parents emails if they were from South Florida. This helped to further distribute the survey. Our own parents posted the survey link through their Facebook statuses and posted the link into groups to which they belonged on Facebook as well. These parents and family friends sent the survey link through email as well. The survey was active for a little over a week and provided 128 responses.

identify if many people incur sports related injuries. The survey started with questions that could identify how people injure themselves and what parts of their body they typically injure. On a scale from one to ten, the average respondent considers themselves a 6.5 when asking how t they feel they are. Only 19% of respondents belong to an organized athletic team. Of those who belong to an organized athletic team, the majority plays tennis or soccer. Though 81% of respondents did not belong to an organized athletic team, they still considered themselves to be active. The activities they listed include walking, jogging or running, biking and swimming. Of the respondents who consider themselves t, 54% stated they have been injured in a sports related activity. Most injuries included sprained and rolled ankles, shoulder or back injuries and well as a variety of knee injuries, including ACL injuries, sprains, and torn ligaments. Back and shoulder injuries included torn rotator cuffs, broken bones and sprained muscles. Of the respondents who answered yes to receiving a sports-related injury, 56% said they seek medical assistance within 3 days. Following that, 15% said they never seek medical attention. Of those who answered yes to receiving a sports related injury, 40% said they have received medical assistance for multiple sports related injuries. Forty-ve percent of respondents to the survey said they have or currently do experience joint pain, and 50% of those respondents said they have sought medical assistance for the joint

Primary Research

RESEARCH

23

WHEN SEEKING MEDICAL CARE, RESPONDANTS....

Answer:

Follow their physicians recommendations Research a potential Doctor Ask family or friends for a referral Respond to advertising

% 57% 8% 35% 0%

Bar visualization

pain. When seeking medical assistance, 59% of respondents said they go see an Orthopedist while 34% go see a rheumatologist. 57% of respondents follow their physicians recommendation or referral, but 35% ask

ORDER THE TREATMENTS OF JOINTS OR TISSUE PAIN YOU WOULD PREFER

(1 Most Preferred, 3 Least Preferred)
Answer:

#1 Physical Therapy (most) #2 Injections and In-office treatments #3 Surgery (least)

% 75% 80% 84%

Bar visualization

friends and family for referrals when seeking medical care. This shows the importance of referrals for ARCs potential clientele. Out of those who answered that they follow their physicians recommendation or referral, 69% stated that their primary physician refers them to an Orthopedist for joint or tissue pain.

the only one in Florida to be certied in using the ultrasound technology. Seventy-four percent of respondents had heard of rheumatology, which is positive feedback for ARC. Of that group, 31% heard of rheumatology from a family members experience with joint or tissue pain. 38% percent had heard of it from commercials, written articles, their schooling or working in the medical eld. A strong 71% of survey takers would recommend rheumatology to a family member or friend. We asked respondents what types of treatment they would prefer between physical therapy, injections and inofce treatment, and surgery. 75% would prefer physical therapy as their rst choice. 80% of respondents had injections and inofce treatments as their second choice, which supports that people prefer the least invasive method possible and that surgery is the least preferred option. In terms of health insurance, 71% of respondents have PPOs, 24% have HMOs and 5% are not covered by health insurance. Respondents agree that it is extremely

RESPONDANTS TYPICALLY TRAVEL FOR HEALTHCARE

Answer: Minutes

WHEN SEEKING MEDICAL CARE, HOW IMPORTANT IS IT THAT THE DOCTOR IS ACCREDITED?
(0 Not Important - 10 Extremely Important)
Answer: Average

1-10 11-20 20-30 30-45 45

% 14% 50% 21% 12% 3%

Bar visualization

8.64

Visualization:
not important extremely important

The other 21% are referred to a rheumatologist. When seeking medical care, the average respondent selected the importance of their doctor being accredited to be an 8.6 on a scale from one to ten. This is very signicant as ARC is only one of 16 accredited sites and

important that a doctor takes their type of health insurance. When ranking the importance from 0 (not important) to 10 (extremely important), the average value was 9.21. Exactly half of respondents typically travel 11 to 20 minutes for medical care, while 21% typically travel 20 to 30 minutes and 14% typically travel 1 to 10 minutes. When seeking medical care, respondents

said that accredited doctors and what insurance they take are far more important to a practice than location, price and the latest medical technology. 85% of respondents ranked either accredited doctors or types of insurance as most important. The social media sites used most often by survey respondents are Facebook and Twitter, with 80% using Facebook the most. In terms of media usage, 56% use Internet the most followed by 31% using television the most. Magazines are the least used forms of media. The survey reached the target audience both demographically and geographically, as the goal was to identify the opinions and behaviors primarily of 35-55 year olds in the South Florida region. The majority of survey respondents, 67%, were female and 53% were between the ages of 35 and 55. The other prominent age groups were 20-24 and 5564, with 22% and 19% of respondents. The annual household income of survey takers was spread pretty evenly. The highest percentage,

21%, makes $200,000 or more annually, which ts with ARCs desired clientele of afuent people. Only 21% of respondents were Jewish, which was surprising and less than expected. The majority of respondents currently live in South Florida, and 77% are Caucasian. 61% of respondents are married, and the most common family structure is married with children. In conclusion, the ndings were extremely helpful and laid the foundation for an advertising campaign for ARC. From the information, ARC should highlight its accreditation and the accreditation of its doctors, because respondents considered it extremely important. Also, ARCs advertisements should stress their non-surgical techniques, because respondents prefer the least invasive medical procedures possible. Respondents follow referrals from both physicians and family and friends, so gaining referrals to ARC is an area on which the campaign needs to focus.

Primary Research

RESEARCH

25

SECONDARY RESEARCH: SPORTS MEDICINE

The purpose of this research is to summarize the growing eld of sports medicine as a whole, while taking some extra attention to highlight specic areas pertinent to this campaign.

Break Down
SPORTS MEDICINE IS AIMED AT KEEPING THE FUNCTIONALITY
of the body working harmoniously for recreational and professional athletes. Sports Medicine is a clinical subspecialty. In 1991 the American Board of Emergency Medicine (ABEM), along with the American Board of Pediatrics (ABP), the American Board of Family Medicine (ABFM) and the American Board of Internal Medical (ABIM) sought approval from the American Board of Medical Specialties (ABMS) to offer subspecialty certication in sports medicine. All ve groups received their certication in 1992, and the industry has been growing ever since. Sports medicine is focused on the treatment and prevention of sports related injuries (https:// www.abem.org). A sports injury is dened as an injury that results from acute trauma or continued stress associated with athletic activities. Sports injuries can impact bones or soft tissue such as ligaments, muscles and tendons. Sports injuries are not however only related to athletic activities. People in the labor industry are also susceptible to similar strains and injuries. The majority of sports injuries are minor soft tissue trauma, most commonly contusions. Sprains are a partial or complete tear of a muscle or tendon and represent about one third of all sports injuries. Skeletal injuries are

far less common, accounting for roughly 5% of all sports injuries. The bones in the legs and in the arms are more likely to be broken, while the bones in the foot and leg are more likely to sustain stress fractures (Craniomaxillofacial Fractures during Recreational Baseball and Softball, 2004). Sports injuries can happen in a moment (Acute) or can be sustained from a long period of overuse (chronic). Improper stretching, improper or malfunctioning equipment, and collisions with other participants commonly cause these injuries. Sports medicine, the prevention and regaining of the bodys natural functionality, is a relatively young eld but has seen tremendous growth year after year (Sports Medicine, 2007). Specic injuries can be more likely depending on the specic sport activity. Bicycling, for example, is a sport and activity that people are able to do well into retirement because of its low impact to the joints and tendons. However there are still several key types of injuries that are common to cyclists. Commonly speaking, cycling injuries are broken into bicycle contact, traumatic and overuse injuries. Most overuse injuries occur in the knee and are minor, only requiring a little bit off time off the bike. The most common trauma injury is the cyclists shoulder, in which case the clavicle is most often fractured. In regard to the total number of sports injuries per year, cycling has the highest absolute number of injuries, followed by basketball and football. The balance between chronic and acute injuries within cycling is about half and half. More than 2/3 of acute injuries happen in the upper extremities, while more than 2/3 of chronic injuries happen in the lower extremities. Bicycle contact injuries represent a large portion of cycling injuries as well. For example, plantar neuropathy is a condition caused from the xed-in cleat and pedal interface,

where the rider experiences pain, heat and numbness from riding. More importantly for Advanced Rheumatology Center (ARC), the diagnosis of Mortons neuroma, a perineural broma occurring between the third and fourth metatarsal, should occur only after using imaging technology like Ultrasound (Bicycling Injuries, 2013). Racket Sports are another activity that causes injuries that are more or less unique to the type of sport being played. There are an estimated 27 million tennis players in the United States, including both recreational and professional. Tennis injuries, although less common than direct contact sports like football and basketball, still occur in large numbers. The majority of injuries in racket sports occur from overuse, and roughly half of all racket sport injuries occur in the lower extremities. These lower extremity injuries are most commonly acute injuries such as a sprain. In the upper body a variety of localized injuries are common. For example the wrist is susceptible to overexertion due to the current nature of putting topspin on the ball when a

player hits to their opponent. Additionally, muscling out serves is a large cause of injury in racket sports, where the player continually overexerts their shoulder to hammer the ball in play. Namely the glenohumeral ligaments, labrum, rotator cuff and posterior joint are all at greater risk of injury with improper serving technique. The most common sight of injury in adult players however is the elbow. The infamous Lateral Epicondylosis, or tennis elbow is the leading chronic injury in the upper parts of the body. Most importantly for ARC, tennis elbow and other soft tissue injuries respond well to localized steroid injections.

Common Procedure:
THERE ARE A VARIETY OF PROCEDURES CONNECTED WITH

and utilized in the sports medicine world, and a good portion of the research is based upon highlighting what the common practices procedurally are. These procedures are always being developed further and new practices are emerging often. There are so many unique causes to sports injuries that specialized techniques are becoming more common to answer specic needs in the sports medicine world. Rotator cuff (RC) tendon tears represent about 4.5 million physician visits per year, and over 250,000 rotator cuff surgeries are performed annually in the United States. Since the RC is likely to never heal back to its prior strength. Scientists have tried to look to other means of rebuilding tendons that have suffered trauma such as the RC. One method that has gone into practice is Platelet Enriched Plasma (PRP), in this procedure, a person is given blood that has a higher concentration of platelets. The higher platelet count has been proven in some studies to be conducive to the healing of soft tissue injuries. PRP is particularly strong, because it

Secondary Research

RESEARCH

27

is a service that ARC already offers to patients. However PRP walks a narrow line. While some studies have shown statistical evidence that injuries like tennis elbow have seen accelerated healing from PRP , other studies have shown that no benet from PRP happens when PRP is introduced to a soft tissue injury (Racket Sports, 2013). Body temperature, or mainly the bodys ability to maintain the narrow range of temperature required for healthy functionality is very important. One of the common practices of sports medicine is monitoring body temperature. Non-Contact infrared Thermal Imaging (TI) is becoming one of the most popular methods of reading the skins temperature. Since TI can quantify the temperature of the skin it is possible that in doing TI could diagnose sports injuries, especially those that are overuse or chronic injuries. These injuries cause localized increases in temperature that could then be picked up by TI. One major hiccup with TI that has recently been xed is TIs ability to maintain accurate readings of the body in non-thermoneutral environments. For example in the hot and humid climate of Florida, it is important that TI would still have an accurate reading, despite the affects of the climate (Use of Thermal Imaging in Sports Medicine research. A short report, 2013). Image-guided peripheral injections are a relatively new part of the sports medicine eld. Prior to the use of such technologies as Ultrasound, injections were done through palpation or landmark guidance. Although many have begun to adopt the newer image guided system, concerns have risen up about over-utilization, increased price and lack of proof that the image guided injections have increased clinical efcacy. Many studies have been done to try to substantiate the accuracy of either method. Focusing on several major parts of the shoulder, the glenohumeral joint,

acromioclavicular joint and the proximal long head of the biceps tendon, these studies put non-image-guided injections to the test. Although the non-image-guided injections were fairly consistent in hitting their mark in areas of the body that are easier to get to for an injection, areas like the hip joint are so deep that an image-guided injection is hugely benecial. Through the testing it was established that image-guided injections were more accurate than palpation-guided injections, however with improper reading or use of image-guided systems like Ultrasound it is possible that the injection would still miss its mark (The Accuracy and Efcacy of Palpation versus Image-Guided Peripheral Injections in Sports Medicine, 2013). As mentioned at the beginning, the sports medicine eld is one that is ever advancing. There are new techniques being developed constantly to allow doctors to better diagnose, prevent and catch potential problems or injuries. One example of this is the use of image-guided peripheral injection, but many other new methods are being introduced as well. There is a new method to assessing elbow valgus laxity, which is the difference between the shoulder rotation angle with the elbow at ninety degrees and the external rotation (ER) of the shoulder with the elbow extended. The ER of a persons shoulder is important because stress can cause tearing of the Ulnar Collateral Ligament (UCL), and stress is caused when the ER is forced past the norm. This again is powerful for ARC in particular because the process of checking a persons ER is often supplemented by the use of ultrasound (A new Manual Method for Assessing Elbow Valgus Laxity, 2013).

The Business of Sports Medicine

FROM AN ECONOMIC STANDPOINT, THE SPORTS MARKET IS

titan in the United States with more than 118 million people who participated regularly in sports in 2005. According to Humphreys, there are a number of sports that see annual participants in the multimillions. For example, walking saw over 87 million participants in 2005, swimming saw over 56 million, and bicycling saw over 35 million. Tennis, football, soccer, basketball and golf all saw more than 10 million participants in the year 2005. With over half of the American population admittedly participating in sports regularly, it is a growing industry. As mentioned earlier in the research, when it comes to sports, injuries are inevitable. For example, ACL tears happen over 150,000 times per year in the United States. Injuries in the shoulder are common as well, the acromioclavicular joint (AC), where the clavicle meets the scapula, was responsible for 85,000 physicians visits in 2008 due to injuries sustained on that joint alone. Ankle sprains are another common injury in sports medicine with nearly 25,000 sprains occurring daily. The Rotator Cuff is a group of four muscles and their tendons that form around the upper end of a persons arm, and RC tears are not only common, but people are at increased risk of a RC tear with age. Dislocations are common too, with shoulder dislocations alone accounting for over 70,000 incidents per year. All of these injuries are opportunities for sports physicians to intercede and work to promote the restoration of injured joints and ligaments. While a majority of people who sustain serious injuries follow up with a physician, a great number of people either dont know where to go specically or would rather ignore it than to see a doctor about pain
A

or discomfort they were experiencing. Surgery is relatively common in serious tears and acute injuries, but the majority of people would prefer not to undergo surgical treatment and understandably so. Tearing your ACL alone could mean over a year of recovery between surgery, and rehabilitation. PRP and other injections are a non-surgical alternative to the treatment of injuries and the suppression of pain. Non-surgical treatments such as PRP are far less expensive as well, and the recovery time is much less than that of surgical treatments (Estimates of the Dimensions of the Sports Market in the US, 2009). The research has shown that after sustaining an injury, people often grit through the pain with a suck it up mentality. The injured individual either disbelieves the severity of the injury, or doesnt believe that they could afford treatment for it. On top of that, due to the very nature of the quickly growing sports medicine industry, Injured individuals are also largely uniformed on the advancements that have been developed to specically treat their injuries. To break this commonality in people the answer then becomes that a two-part campaign is needed. Part one focusing on informing individuals what treatments are available, specically non-surgical ones; and Part two focusing on creating a need for those treatments, and highlighting that ARC offers the treatment in-house. It is about creating the market and then calling that new market to ARC. All the while adhering to the regulations of the FTC. Medical advertising is huge industry, and with this campaign focusing on sports medicine specially, there are certain rules that must be followed. The FTC has stated that in medical advertising statements must be accurate and not contain explicitly false claims or misrepresentations of fact, there can also be no omissions of material facts, and physicians should be able to substantiate any claim made (Sports Medicine Media Guide, 2011).
RESEARCH

Secondary Research

29

cold

THE

CUTS

Marketing Plan
TARGET MARKET & OBJECTIVES
THE TARGET MARKET FOR THE CAMPAIGN DESIGNED FOR

PRODUCT
THE PRODUCTS ADVANCED RHEUMATOLOGY CENTER PROVIDES

Advanced Rheumatology Center (ARC) consists of men and woman aged 25-55, afuent, white and located in the South Florida area, including the counties of MiamiDade, Broward and Palm Beach. This target market also has a presence on social media using Facebook and Twitter most often and uses the Internet as their biggest form of media. This target audience also watches TV, plays sports, eats out and has an active lifestyle. They are married with kids and make an average annual income between $70,000$80,000 dollars (Palm Beach County, 2013). The objectives for the campaign, within a 12-month period, are to increase patient trafc, acquisition and revenue by 10%, having a new total of at least 11,000 patients. Additionally, the campaign is focused on highlighting Advanced Rheumatology Centers take on sports medicine and the different procedures offered to help prevent and heal sports-related injuries. The campaign will give Advanced Rheumatology Center a bigger social media presence and emphasize the importance of Advanced Rheumatology Centers accreditation and unique ultrasound technology.

are the different services and treatment options found in their clinic. This includes a variety of treatments and procedures that cater to their customers individual needs. Advanced Rheumatology Center has successfully treated Ankylosing Spondylitis, Arthritis, Autoimmune Diseases, Carpal Tunnel Syndrome, Gout, Joint Pain, Knee Pain, Neck and Back Pain, Osteoarthritis, Osteoporosis, PMR, Psoriatic Arthritis, Rheumatoid Arthritis, Sciatica, Shoulder Pain, Sjgrens syndrome, Spinal Stenosis, and Sports injuries (Advanced Rheumatology Center, 2010). Some of the most popular and effective treatments include Musculoskeletal Ultrasound, Regenerative Medicine and Injections & InOfce Treatments. Advanced Rheumatology Center is the only medical ofce in Florida that is accredited to use the musculoskeletal ultrasound technology one of only a few in South Florida that are offering it. According to ARC, For many patients, treatments done under ultrasound can be more effective. The procedures that can be performed under the ultrasound guidance include joint aspirations and injections, decompression of cysts and treatment of tendonitis and bursitis, and this technology is used to help diagnose injuries to muscles, ligaments and joints (Advanced Rheumatology Center, 2010). This procedure offers the added benet of not being exposed to ionizing radiation as is the case with X-rays and other scans. This procedure is also more cost effective. According to ARC, Most physicians still use a blind technique,

MARKETING PLAN

Product

31

which uses surface anatomy to make a good guess as to where to place the needle. Even in the most experienced hands, this procedure has a variable success rate. Another treatment that is offered is Regenerative Medicine. The National Institutes of Health denes regenerative medicine as the process of creating living, functional tissues to repair or replace tissue or organ function lost due to age, disease, damage or congenital defects. Orthopedic injuries can compromise mobility and diminish quality of life. At Advanced Rheumatology Center, the goal is to help patients enjoy their quality of life by using non-surgical techniques (Advanced Rheumatology Center, 2010). They offer their patients innovative treatment plans that have a proven track record of healing patients and regenerating damaged tissues. This is a very popular treatment due to the nonsurgical aspect. Many patients only pursue surgical treatment options as a last possible resort. ARC also offers Injections & In-Ofce Treatments. These treatments are tailored specically to their patients needs. Dr. Hirsh, Dr. Hutton and Dr. Alvarez will discuss all of the treatment options and the potential benets and risks of each treatment selection with each patient to nd the best treatment option available. There are several types of joint injections, which can be administered. These injections include viscosupplements and steroid (cortisone) injections. Viscosupplementation is a procedure that involves the injection of gellike substances into a joint to supplement the viscous properties of synovial uid (Advanced Rheumatology Center, 2010). Steroid injections can be used to target effective antiinammatory treatment to a specic painful joint. Other treatments and technologies offered at ARC include Platelet Rich Plasma or PRP , Digital X-rays, prescription medication and physical therapy. The strategy for

the campaign is to highlight Advanced Rheumatology Centers ability to use all these different types of procedures to help heal sports related injuries. As seen in the results from the primary research, of the respondents who consider themselves t, 54% stated they have been injured in a sports related activity. Most injuries included sprained and rolled ankles, shoulder or back injuries, as well as a variety of knee injuries including ACL injuries, sprains and torn ligaments. Back and shoulder injuries included torn rotator cuffs, broken bones and sprained muscles. Of those who answered yes to receiving a sports related injury, 40% said they have received medical assistance for multiple sports related injuries. The results indicate that sports injuries are common among the selected target audience and advertising the different treatment options Advanced Rheumatology Center offers will benet their business and increase patient acquisition and revenue. When seeking medical care, the average respondent selected the importance of their doctor being accredited to be an 8.6 on a scale from one to ten. This is very signicant as our client is only one of 16 sites and the only one in Florida to be certied in using the ultrasound technology. When asking our respondents if they had even heard of rheumatology, 74% answered yes. Based on these ndings, highlighting the accreditation is so important for the campaigns success and the success of Advanced Rheumatology Center. The target market has heard of Rheumatology, but they dont know that these same procedures can also help with sports-related injuries and can be used in sports medicine. This campaign will solve this problem.

PRICE
PRICING FOR THESE DIFFERENT PROCEDURES VARIES BASED

on the patient and their insurance coverage. In

terms of health insurance, 71% of respondents have PPOs, 24% have HMOs, and 5% are not covered by health insurance according to the survey. Respondents agree that it is extremely important that a doctor takes their type of health insurance. When ranking the importance from 0 (not important) to 10 (extremely important), the average value was 9.21.

PROMOTION
IN TERMS OF PROMOTION,

PLACEMENT
THE PLACEMENT FOR ARC IS CONVENIENT, BECAUSE

all of their services and procedures are currently located under one roof. The three rheumatologists, one physician assistant and 23 clinical and administrative personnel work at one 3,400 square foot ofce in Delray Beach. The exact address is 15300 Jog Road, Suite 101, Delray Beach, FL 33446. They are located in an afuent area with an older demographic, and therefore are located near many potential patients suffering from joint and tissue pain. ARC does not have an in-house lab or hospital afliation, but it averages 12 patients a day and currently has 9,000 active patients. ARC has a relaxing atmosphere and strives to diagnose and treat patients in the same day, during the same ofce

utilized a variety of medias to reach the target market. The promotions are focused on promoting sports medicine and the ARC name, while also retaining ARCs current consumers and targeting younger ones. The ads contain less copy and focus on sports medicine and images of sports balls getting injections rather than the typical visual of smiling doctors. ARC currently uses bus stop advertising and that will continue, as there are strict limitations on outdoor advertising in the Delray Beach area. Forks, Knives & Spoons wanted to take advantage of the digital space and a younger target and therefore created banner ads, a Facebook layout, a redesign of the current ARC website and suggestions for SEO. Print advertisements will be located in the South Florida Business Journal, Jewish Journal, Sun Sentinel and Alt. Ave. Magazine, and direct mail will be in terms of postcards and their Bones & Joints newsletter. Forks, Knives & Spoons also seeks to target t adults by placing advertising inside local gyms. The IMC plan fully details all the creative work, and the media plan discusses when the advertisements will occur.

FORKS, KNIVES &SPOONS

Price, Placement, Promotion

MARKETING PLAN

33

REAL
hot

SANDWICHES

S.W.O.T. Analysis

STRENGTHS
Accreditaion Location New Technology Room for Growth and More Patients, Variety of Procedures

WEAKNESSES
Branding Seasonal Patients Hospital Afliation Insurance Plans Current Advertising and Promotions

OPPORTUNITIES
Sports Medicine Industry Younger consumers Health Trends Room for Growth and Referrals Second Location

THREATS
Consumers Avoid Pain Economic State Affordable Care Act Ultrasound Becoming More Mainstream Lack of Knowledge

Overview

SWOT

35

ADVANCED RHEUMATOLOGY CENTER HAS A

variety of strengths, weaknesses, opportunities and threats. It is important to recognize the positive and negative aspects of their business and the market, because it is useful in creating a successful advertising campaign. Examining the strengths and opportunities show ARC what they should continue doing in their business, their unique selling points and opportunities in the market. Examining weaknesses and threats can help ARC understand what can be changed in their business model or patient care and how the market may be negatively affecting them. ARC has a lot of STRENGTHS that include accreditation, location, new technology, room for more patients and a variety of procedures. In terms of accreditation, ARC is the only Florida clinic accredited by the American Institute of Ultrasound Medicine, and there are only 15 other heath centers nationwide with the same accreditation. Not only is the clinic accredited in musculoskeletal ultrasound, but also the doctors are each individually accredited musculoskeletal sonographers. In a survey, Forks, Knives & Spoons found that doctor accreditation is extremely important to patients. Respondents said that when seeking medical care, the importance of the doctor being

accredited was on average an 8.6 on a one to ten scale. The location of ARC in Delray Beach is a strength because of the high number of senior citizens. This makes it a natural market of people with joint and tissue pain. The new and modern technology offered by ARC is a positive because ultrasound-guided injections and ultrasound diagnostic procedures help the practice compete on capabilities. Dr. Hutton and Dr. Alvarez can each increase their patient base, which shows room for more patients and the ability to grow the practice. ARCs variety of procedures is also a strength, and the diversity attracts a large number of patients with different ailments. As for WEAKNESSES, ARC recognizes branding as their biggest problem. Its difcult to describe to consumers what they do to handle pain, how their procedures work and that they treat more than just traditional rheumatology. Seasonal patients are a weakness because 40% of Delray Beach lives elsewhere during the summer months. This lowers patient visits and income. Lack of hospital afliation makes it more difcult for ARC to network with physicians, and less equipment is available to the doctors at ARC. While ARC accepts most insurance plans, they dont accept Cigna or Humana, which will turn some potential

patients away. Another main weakness is ARCs current advertising because it is very wordy and traditional. It isnt a true campaign and doesnt stand out from other practices or doctors advertising. There are many OPPORTUNITIES of which ARC can take advantage, such as the sports medicine industry. Sports medicine is a growing industry with no current domination by a large company, and the percentage of Americans playing sports is on the rise (IBISWorld). Another large opportunity is younger patients. Right now, ARCs patients are typically older than 50,

and their average patient is 76. There are younger people that have joint and tissue pain, and these consumers should be targeted with advertising to become potential patients. Health trends in America and the increasing focus on staying t and being healthy contribute to people seeking out medical care to x their problems. Referrals from doctors, family and friends are a big opportunity for more patient trafc, and a survey created by Forks, Knives & Spoons found that 57% of respondents follow their doctors referral and 35% follow a family member or friends referral.

Another important opportunity is opening a second location for ARC. A second location will bring in more patients and income and will increase brand recognition. THREATS are negative occurrences happening in the world or market that ARC cant control. One of ARCs threats is the tendency of consumers to ignore pain and not see a doctor. A survey created by Forks, Knives & Spoons found that of respondents that have had joint pain only 50% sought out medical care. Whether they take medicine, get a massage or visit a physical therapist, consumers avoiding pain and treatment are

a threat to ARC. The United States economy and the high expense of medical care is also a threat. The Affordable Care Act, or Obamacare, has created uncertainty for the future of the healthcare industry. The government shut down over the controversy in October 2013, and the heated debate over whether health insurance should be required for all Americans is a threat to the industry. The growing popularity of one of ARCs strengths, its ultrasound technology, is a threat because other doctors will use the same technology that has been ARCs unique selling point. Lack of knowledge is also a problem because rheumatology is not as well-know or understood as orthopedic medicine, making it a threat and a barrier to communication with potential patients.

Overview

SWOT

37

CATCH
of

THE DAY

Integrated Marketing Campaign

TARGET MARKET & AUDIENCE
Gender: Men / Women Age: 25- 55 years old Income: $70,000 - $ 80,000 Average household income annually Lifestyle: Staying active ( Running, Biking, Walking, Playing sports ) Social Media Usage : Primarily Facebook and Twitter.
TO GRAB THIS MARKET, THE CAMPAIGN WILL UTILIZE A

NEW LOCATION
Boynton Beach 37th most populated city in Florida Residents match campaigns target audience Age: 25-55 years old Afuent Active lifestyles

ONE OF THE PRIMARY ISSUES THIS CAMPAIGN FACES IS

variety of strategies and vehicles. Based upon Forks, Knives & Spoons research, the target consumer is under-informed on what options are available to them for pain relief and regenerative care. They do not understand the full reach of rheumatology or why they should chose treatments offered at Advanced Rheumatology Center (ARC) over all the competitors (Forks, Knives & Spoons Qualtrics Survey). Additionally, Forks, Knives & Spoons research has shown that opening another location in nearby Boynton Beach would be largely benecial to ARCs client base to allow ARC to better reach the South Floridian community as a whole. The reasoning behind this suggested new branch for ARC is that currently ARC is limited in several areas, and adding a second branch would allow ARC to jump onboard for rebranding and reaching a new target audience.

driving home to the consumer that treatments provided at ARC are often a better option than surgery or simply living with the pain. One of the great things about such treatments offered at ARC like Platelet Rich Plasma Therapy, or PRP , is that is effective for regrowth and not as debilitating as surgical options. The issue then becomes how to create a realization of a need for treatment, as well as a call to action. The answer is a PSA type campaign to inform the public on the non-surgical options for injury treatment. More importantly, the campaign can show options that ARC provides that are backed through ARCs ultrasound accreditation and usage of image-guided injections. In that way the features, performance and benets can be spotlighted. The campaign will be based entirely on digital and print material, concentrating on ARCs online presence by redesigning the ARC website. The campaign also involves print ads in a variety of locally circulating

New Location

IMC

39

publications and a variety of digital advertisements. Forks, Knives & Spoons goal is to focus on the sports medicine side of ARCs treatments. Therefore, ARC can maintain its current consumers while also targeting new and younger ones. To grab the attention and following of new younger audiences we have redesigned ARCs website to give it new life and have updated their social media presence through redesigns to their Facebook and other social media vehicles. The Ads themselves will be graphically centered, with little amounts of copy. As mentioned, the print ads will be run in a variety of local publications including the South Florida Business Journal, Jewish Journal, Sun Sentinel, and Atlantic Avenue Magazine. Direct Mailers will also be distributed through postcards and ARCs own publication, Bones & Joints Newsletter. Forks, Knives & Spoons focuses so heavily on print material because of its shelf life and its messagedelivering abilities.

OBJECTIVES

TO CREATE AWARENESS OF NON-SURGICAL OPTIONS TO LIGAMENT TREATMENT

among 60% of the target audience. To increase patient trafc and acquisition and revenue by 10%, having a new total of at least 11,000 patients in 12 months.

STRATEGIES
USING PRINT ADVERTISING TO COMMUNICATE ALTERNATIVES TO SURGERY FOR

the treatment of injuries and to communicate what ARC is particularly skilled at treating to 20% of the target audience. Using direct mailing to communicate non-surgical alternatives to joint and tissue repair and to highlight procedures that are supported by their ultrasound accreditation to 20% of the target audience. Using printed inserts in existing ARC publication to communicate the treatments that ARC offers to current patients of ARC to 20% of the target audience Using digital advertising to communicate the treatment options and allow individuals to get connected with ARC through banner ads and Google Adwords while still echoing what sets ARC apart from other pain management clinics to

25% of the target audience. Using social media sites like Facebook to display Advanced Rheumatology Center in a way that is aesthetically pleasing, informative and well developed and that reaches 500 likes by March of 2015.

to be especially effective. This can provoke conversation about ARC, and their testimony alone could change someones view towards ARC. Additionally, these inserts will have a shelf life among interested patients.

Digital
THE DIGITAL PORTION OF ADVERTISING, THE CAMPAIGNS

RATIONALE
Print
PRINT, SPECIFICALLY MAGAZINES, HAVE A HIGH SHELF

life and are passed around. Additionally, they are often in doctors ofces, making the ads helpful for referrals. They can be highly targeted to reach the target markets interest and location. Also, the glossy pages will display the advertisements nicely and will add to the quality of the practice.

strategy will be to communicate ways that individuals can get connected with ARC, services ARC offers and what sets ARC apart through banner ads and Google Adwords. Having an online presence that is cohesive and easy to navigate will help ARC better reach their current target audience while also attracting new customers. The current ARC website has room for improvement to update the look and make it more informative.

Social Media
SOCIAL MEDIA COMPRISES ONE OF THE FINAL STRATEGIES

Direct Mail
DIRECT MAILING WILL ALLOW ARC TO COMMUNICATE SOME

non-surgical alternatives to joint and tissue repair. Removable inserts will be placed in ARCs newsletter, Bones & Joints, in order to communicate to current patients of ARC the treatments that ARC offers to create buzz through word-of-mouth. This builds ARCs brand recognition around the Delray area. The target audience consists of newspaper readers, and so meeting them on a level they are comfortable with has the potential

from FKS. This strategy is intended to help modernize and attract a younger audience to ARC. We want to convey ARC as a reputable and well-trained clinic. ARC currently has no presence on Facebook. Forks, Knives & Spoons research also showed us that afuent people aged 25 - 35 living in South Florida actively participate in social networking sites like Facebook and Twitter. If ARC plans to reach new audiences, designing a Facebook page that is consistent with the rest of their branding is a great place to start.

Rationale

IMC

41

MEAT POTATOES
&

Creative
THE BRIEF
THE CHALLENGE
What challenge or issue are we trying to solve? Active/athletic people strive to constantly stay active. Getting an injury is a major set back but recovery time and surgery is an even bigger set back. They arent fully aware that there are non-surgical options out there such as PRP .

THE INSIGHT
What insight, truth or perspective will help us solve the problem? People want to get back to their active lifestyle as soon as possible with the quickest and easiest way they can and would rather avoid surgery.

THE MAIN POINT

What is the single most important notion we need to convey? ARCs immediate and accurate non-surgical care will have you moving and playing back to normal quicker than you could ever imagine.

THE TONE
What should this communication feel like? Clever, uplifting, simple, trustworthy.

THE TAKE-AWAY
What do we need the audience to walk away thinking? The only way to ensure the quickest and most accurate care and recovery for my sports related injury is to visit ARC.

SPORTS MEDICINE
WHEN A BASKETBALL, FOOTBALL, SOCCER BALL ETC. BECOMES FLAT, IT IS MOTIONLESS. IT DOESNT

Our Campaign

play the same, it affects the way we play, it is static and it is simply no good. These balls were created to move, bounce, shoot, score and serve. They cannot remain motionless. So what do you do when one of these balls atten? You simply just stick a needle in the ball and pump some air into it; All done and back to normal. A simple, quick, easy and obvious solution. Almost as simple as the procedures and care that ARC offers. You dont cut open a ball to x it, you just add air. We want to show athletic active consumers that the solution to their pain can be just as simple and minimally invasive as pumping air into a ball. Being athletic and active is their life. When they are injured they feel stuck, hopeless and at. They want to keep moving and through this campaign they will now quickly be informed of the fastest and best solution to get them back to their active lifestyle. Our campaign focuses on ARCs quick immediate care and recovery. We want the audience to know how fast they can get back out there. We came to the conclusion that a at ball being pumped with air was an easily relatable metaphor and image that really simplies ARCs procedures the most. The PRP procedure is difcult to grasp therefore our goal was to simplify it as much as possible.

Campaign Theme

CREATIVE

45

PRINT
VISUAL

Focus: PRP Sports Immediate Care

We wanted a strong visual that could almost stand alone and symbolizes everything arc has to offers in one glance- immediate minimally-invasive care for your sports related injury. We have an image of various at balls being lled with air. The ball represents the patients injury, the pump represents the PRP injection and procedure, and the hands with the blue gloves represents the doctors.
HEADLINE SECONDARY HEADLINE

The headline is then followed up by the secondary headline which shows the solution and benet. This tells the consumer they dont need to be complaining because we have the answer to all their problems. They then learn about the solution in the body copy.
BODY

Through our research, we discovered that consumers complain about their pain very often but dont always do much about it. We wanted our headline to have that same relatable complaining voice. Each headline is made to be a complaint coming from the ball itself but also a complaint that any person could have as well. I lost my bounce- Using light-hearted puns to say I lost my game, I cant play the same way anymore because of these injuries.

The body copy goes into a more detailed description about PRP . This is the non-surgical solution that ARC offers in which our campaign focuses on. We give the reader general information about the procedure and then make sure that they know that ARC offers same day care. We want to keep informing the consumer about the immediacy that ARC provides in order to get their patients back in action as soon as possible. The bottom line then informs the reader about ARCs accreditation and gives contact information.

APPENDIX

Sources

47

DIGITAL
BANNER ADS

Focus: SEO Re-design Sports ARC

While potential patients are researching symptoms and treatments of their injury, we want ARC to be there providing the audience the solution. This will be accomplished through a strong strategic search engine optimization plan. Furthermore, these digital ads offer the same message as the print counterpart.

300 X 250

768 X 90

CREATIVE

Digital

49

DIGITAL
WEBSITE

Focus: SEO Re-design Sports ARC

As we mentioned earlier the need to have a functioning well designed and up-to-date website has become vital to the success of modern day businesses. We have mocked up a simpler and more modern re-design of the site. We went for a clean style that is visually appealing and easy to follow. We aimed to have the layout and information of the home page to be very basic, only providing the reader with the most necessary information to not overwhelm them at a rst glance.

Current

Re-Design

CREATIVE

Digital

51

DIRECT MAIL

Focus: Ultrasound Technology Sports Accuracy

We decided to use direct mail as the outlet to focus on ARCs ultrasound technology. To explain the importance and benets of Ultrasound technology we will need more time with the reader. We hope to catch the readers eye while they are sitting at home reading their mail rather than when they are quickly ipping through a magazine.
VISUAL:

The front image is an ultrasound image of a needle being injected. Laid over the image is a basketball play illustrated with the instantly relatable Xs and Os. The hoop will be placed right where the needle is being injected to emphasize accuracy. This is ARCs game plan; their playbook. The back of the postcard will have detailed copy on why ARC relies on ultrasound technology and the benets that it provides. This will leave the reader more informed and aware of what team they really should be playing for and what coach will provide the best guidance.

We Have a Game Plan Sticking to our sports related theme and target we decided to compare the planning and accuracy assistance of Ultrasound technology to a coachs winning play of the game. Athletes dont just wing it and play on a whim. They practice and always have a game plan. A coach creates these plays to guide his players and to show them exactly what they have to do and where they have to move to score points. This is exactly what ultrasound technology provides to the procedures ARC offers- a game winning play. With planning and guidance comes greater accuracy.

HEADLINE:

Quarterly Journal Summer 2013

BONES JOINTS
www.ARCDelray.com
A D VA N C E D R H E U M AT O L O G Y C E N T E R

Advanced Rheumatology Center

QUARTERLY JOURNAL | SUMMER 2013

LETTER FROM THE EDITOR

Pursuing Opportunities

ARTHRITIS MYTHS DEBUNKED

15300 Jog Road, Suite 101 Delray Beach, FL 33446

BONES AND JOINTS RE-DESIGN

Common Myth vs. Factual Truth

THE ANGUISH OF GOUT

Turn to Page 6

Spinal Stenosis Sports Injuries Tennis and Golfers Elbow Trigger Finger

(561) 819-3100

Successfully Treating...

Arthritis Back Pain Carpal Tunnel Syndrome Gout Hip Pain Joint Pain Knee Pain Osteoarthritis Osteoporosis Plantar Fasciitis Rheumatoid Arthritis Rotator Cuff Tendonitis Sciatica Shoulder Pain

www.arcdelray.com

We mocked up a reccommendation for a fresh new re-design of ARCs already existing Bones and Joints newsletter

TAKING TIME OUT THIS SUMMER

Tips for Me Time

DR. HUTTONS LIFE OUTSIDE THE EXAM ROOM

25 Things You Dont Know About Me

LETTER

Pursuing Opportunities
Brett Hutton, MD, FACP
Board Certied

FROM THE

EDITOR

Marc J. Hirsh, MD, FACP

Board Certied

Alain Alvarez, MD
Board Certied

ARTHRITIS MYTHS DEBUNKED

Common Myth vs. Factual Truth

THE ANGUISH
Turn to Page 6

OF

GOUT

WE H AVE A GAME PLAN

NOTHING BUT NET

arcdelray.com
1 OF 16 MEDICAL CENTERS IN THE US ACCREDITED IN MSK ULTRASOUND
No one can make that game winning shot without looking (except maybe Lebron). Championships arent won with just blind faith. They involve accurate planning, practice and guidance. At ARC we pride ourselves on our efficient accuracy and commitment to patient care. Therefore all of our doctors use ultrasound guidance to accurately and safely target your affected area. This state-of-the-art equipment allows our doctors to view images of muscles, tendons, ligaments, joints, and soft tissue throughout the body in real-time. This non-invasive technology helps diagnose and non-surgically treat orthopedic conditions. It reduces discomfort for the patient, allows the doctor to see sensative areas to avoid and may make the procedure more efficient.

Direct Mail

CREATIVE

53

SOCIAL MEDIA

Focus: Ultrasound Technology Accrediation Accuracy ARC

FACEBOOK:
In todays day and age Facebook is a must have for any brand and business. It is an easy cheap way to constantly engage and inform an audience. We highly recommend ARC creates a Facebook page. It will basically be a 2nd website for them. Weve provided ARC our recommendations of various visuals and Facebook posts to include on their page. We thought it might be a fun tongue& cheek social idea to create an Instagram account for ARCs ultrasound machine. Making the ultra sound machine something like a mascot for the center. Each post will be focused on different ultrasound images the machine sees throughout the week. Each post will have a caption directly coming from the ultrasound machine; personifying the machine. The captions and comments will be focused on how important he/she/it is to the doctor and that without it the Doctors would have no guidance on where to accurately insert their injection. We also utilize the Instagrams geotag to show the location of the scan: knees, joints, elbow etc.

INSTAGRAM:

Ultrasound Technology is an entirely image based, so why not have some fun with on the largest and most active image social network there is- Instagram.

CREATIVE

Social

55

OUT OF HOME

Focus: Sports Immediate Care Non-Surgical

BUS SHELTER

Following our print campaign theme, we have created a bus shelter ad focused on ARCs minimally invasive non-surgical solutions

Out of Home

CREATIVE

57

SWEETS
&

TREATS

Media Plan
MEDIA RECOMMENDATIONS
Target Audience
- Maintain current patient base of elderly patients seeking bone and joint treatment. - Increase and develop patient base of 25-55 year olds seeking bone and joint treatment for their sports-related injury. - Reach out to patients with medical insurance and ones that will be consistent and active in their treatment care. average frequency of at least 2 and to increase impressions by 10% by March 2015. - To reach 20% of the target audience through vertising in local newspapers with an average frequency of at least 4 by March 2015. - To reach 10% of the target audience through local business video graphic advertising with an average frequency of at least 4 by March 2015. - To reach 25% of the target audience by improving online company presence and increasing impressions by 20%. - To reach 5% of the target audience through referrals and impressions gained from informational lectures and community events. - Create a better patient experience in the facility by improving company promotional materials and video screen advertisements.

Objectives
- To provide an improved media placement strategy for ARC. - To increase awareness of the company over multiple platforms and to continue current successful media advertising. - To reach and maintain the two target audiences listed above. - Below is a list of quantitative objectives that include desired reach and frequency for the audience. - To reach 20% of the target audience through advertising in local magazines by March 2015. - To reach 20% of the target audience through direct mail distribution with an

KEY MEDIA PROBLEMS

ONE OF THE BIGGEST CHALLENGES FOR ADVANCED

Rheumatology Center is informing potential patients about the services and technology they provide. Advanced Rheumatology Center services pain management, orthopedics, sports medicine and rheumatology. It is vital for a service-related business to market its ability through the right platform and to the right patients. Advanced Rheumatology Center should not advertise in mediums that focus on price but must focus on mediums that provide a credible light for the practice. Selecting the best mediums and managing
MEDIA PLAN

Recommendations & Problems

59

effective placement is the key to implementing a successful advertising campaign. Our research proves that potential patients appreciate credibility when they are searching for a new physician or for treatment. Advanced Rheumatology Center is the only Florida clinic accredited in musculoskeletal ultrasound by the American Institute of Ultrasound in Medicine. ARC has difculty marketing its valuable attribute of accreditation to potential patients. Our suggested campaign will show the accreditation will be prominent through all mediums, but will be especially noticeable through ARCs new and improved online presence. Advanced Rheumatology Center focuses on patient-centeredness and offers the ability to diagnose and treat during the same day. This quick service that ARC provides is marketable through several special events in the community and through consumer target advertising in local related businesses. Our campaign focuses

on increasing the sports medicine business of ARC, and it is important to reach out to this patient with the best tactics. ARCs online presence is very important to the sports medicine patient as well as magazines and direct mail that are eye catching and helpful. Some of the key media problems are rearranging the advertising budget to reect a new focus on potential patients, the younger sports medicine patient. The current media plan and marketing budget is very evenly matched with ARCs current patient base, but Forks, Knives & Spoons hopes to develop an untapped business opportunity for ARC. The suggestions are reasonable in keeping and maintaining the current patient base. They also hope to also monopolize on other advertising opportunities by reaching out to the suggested additional target group. The campaign is to help effectively market and advertise ARC through the most efcient mediums. The campaigns intent is to reach our suggested target audiences in our tactics categories. It is important to optimize the reach of the media and increase the frequency and impressions of the advertisements.

STRATEGIES
THE
SUGGESTED CAMPAIGN WILL

incorporate several efforts that are continuous and some that will not need to be maintained. There will be a beginning or launch part of the media plan and then a continuous part of the plan to keep consistency and maintain success. Advanced Rheumatology Center is successfully managing its advertising and marketing budget. Several current expenditures were maintained for ARCs media plan because they are the best for ARC. Also included are a few additional media plan suggestions and provided

supplemental mediums for ARC to maximize its presence on. The shelf life of media platforms was considered, and its a very important attribute for most of the proposed mediums. Advertising that lasts will last in potential patients minds. The media plan suggests additional components that have not been done by ARC but will better target the new more sports medicine related audience. Print ad exposure was increased in multiple mediums. The budget was allocated to two local magazines that have a varied readership from young professionals to the

prominent business owners in the community. Traditional advertising through direct mail is still efcient for the newer target market, and the Bones & Joints company newsletter is a tradition that should continue. Additionally, advertisement postcards to ARC patients would be great reminders for them to come into ARC for other treatments. ARC needs to be kept in the patients mind throughout the year, and we hope to receive multiple home addresses for our patients with two residences. We want to be able to send these postcards throughout multiple times a year. Newspapers and Directories have been a huge part of ARCs media plan, and we would like to continue this effort. A few additional newspapers were added and they are related to the target audience, and we reduced the multiple directories to just the Yellow Pages. The most important expenditure for our campaign is the improvement of creative materials and ARCs online presence. A rm should be hired that specializes in website design and will recreate the current website to our website mockups as seen in the Creative section. There is potential business by attracting patients with a new website that is informative and aesthetically pleasing. The website re-design would be a one-time expense
MEDIA PLAN

Strategies

61

and then the rm would need to maintain the website and update it with any changes that ARC nds suit. Search Engine Optimization is a powerful tool online and a way for ARC to pull the newer target market that is searching online for a solution to their joint pain, etc. Through the ARC newly implemented internship program we would like to have social media, informational lectures and community events to be organized by the new interns. The internship program would not be expenditure to the company, and there is no fee to reach out to surrounding colleges like FAU to recruit free talent and labor. The only outdoor advertising will be the continued bus shelter. The bus shelter will showcase the new creative advertisements that are targeting our sports medicine patient. A crucial, one-time expenditure would be a graphic design freelancer or rm to help design the company promotional materials. This expenditure may be ignored if the ARC internship program recruits creative talent that would be able to design the creative advertisements and promotional materials that we have suggested in this campaign. We have suggested video screen graphics to be displayed in local gyms and businesses and were unable to locate approximate prices for gym ads. ARC should sit and meet with business managers of local gyms to discuss advertising opportunities. The current promotional materials in the ARC reception area have been helpful for the patients, and we believe they can be redesigned for a more cohesive look to ARCs new website and prints advertisements. We have suggested a tri-fold that will be printed out and passed out during special events hosted and will be displayed in the ofce reception area.

TACTICS
Magazines
Use magazines to reach 20% of the target audience through advertising. Atlantic Ave Magazine 1725 South Federal Highway Suite B-9 832090 Delray Beach, FL 33483 P: 888-309-1110 info@atlanticavemagazine.com www.atlanticavemagazine.com
AD SIZES RANGE FROM FULL PAGE TO A QUARTER OF A

page. We have made suggestions for half page/ horizontal ads in the Atlantic Ave Magazine. These advertisements measure in width of 7.325 inches by length of 9.925 inches. These advertisements are done in color. We believe this magazine will help target our younger, professional audience that is looking for pain treatment and sports medicine services. The magazine is distributed to several hundred locations a month around the Delray Beach area. These locations include doctors ofces, real estate ofces, salons, restaurants, retail locations, auto dealers, the Chamber of Commerce, etc. The magazines are distributed during the rst week of the month to all locations, and they are replenished if needed. The magazine is also delivered to several local hotels and tourist destinations. It has many health and wellness columns that draw in the potential ARC patient. We hope to advertise in spurts throughout the year and to put more emphasis on summer months. We believe there will be more potential with sports medicine patients when they are outside playing sports and being active. They are more prone to injury and need treatment.

The number of impressions for the Atlantic Ave Magazine is difcult to calculate, as most of its readers are not subscribers, but still avid readers. We estimate the yearly readership to be 50,000, but substantial impressions to be 5,000. We estimate with a weekly, half page, color ad it would be an expenditure of $4,500.
KEY FACTS

- Younger, professional audience - Health and wellness column in editorial - Delivered to several local businesses around Delray Beach - Insertions: 52-weekly - Potential Reach: 50,000+ - Estimated Advertisement Price: $4,500.00 South Florida Business Journal Contact: 6400 N. Andrews Ave. Suite 200 Fort Lauderdale, FL 33309 P: 954-949-7600 southorida@bizjournals.com www.bizjournals.com/southorida
HE SOUTH FLORIDA BUSINESS JOURNAL PROVIDES

growing companies. It would be a crucial medium for the potential male patient base that is active in the community and on the sports eld. For a weekly (52x) rate for a half page in full color would be $2,503. This would have 10,000+ impressions. This magazine would be benecial to advertise in because it has several special health related issues during the year, and it advertises for other prominent businesses in the community.
KEY FACTS

- Audience is 64% males with an average household income of $210,000 - Several health related issues come out during the year - Insertions: 52-weekly - Potential Reach: 10,000+ - Estimated Advertisement Price:$2,503.00

Direct Mail
Use direct mail to reach 20% of the target audience through advertising. Bones & Joints Contact: Printing for Less Chelsey Johnson/Holly Jurvakainen/ Tim Drummond P: 1-800-930-6020
WE WOULD CONTINUE THE QUARTERLY, COLOR PRINTED

readership demographics to solidify our decision to market in this magazine.

2013 STATS

- 64%-Male - 49.1-Average Age - 64%-Management - 92%-Subscribers regularly read the print magazine - $210,000-Average household income
THE SOUTH FLORIDA BUSINESS JOURNAL PRIDES ITSELF on

informing the decision makers in the fastest

newsletter to ARC patients. We would hope to include more sports medicine related columns and company advertisements targeted toward a younger audience. This newsletter would continue to be sent out through direct mail, and we hope to increase the diversity in patients that receive this newsletter. We hope to continue the same printing service for this
MEDIA PLAN

Tactics

63

media expenditure. It currently costs ARC $5,543.75 per quarter, and it would be in total $22,175.00. We assume that the Bones & Jones quarterly newspaper is sent four times a year to each of the approximately 10,000+ patients. The total impressions would be 40,000.
KEY FACTS

KEY FACTS

- Pulsed advertisement throughout year with emphasis on summer - Spread awareness of ARCs name and purpose - Insertions: Quarterly/Year - Potential Reach:2,500+ - Estimated Advertisement Price: $780.00

- Helps inform current patient base - Positive feedback from current patients - Continues patient/doctor relationship outside of the ofce and into the home - Insertions: Quarterly/year - Potential Reach: 40,000+ - Estimated Price: $22,175.00

Newspapers
Use newspapers to reach 20% of the target audience through advertising. Sun Sentinel Contact: ecomm@tribune.com 1-800-974-7521
SUN SENTINEL REACHES OVER TWO MILLION CONSUMERS

Postcards
Contact: Minuteman Press P: 561-495-7898 delray@minutemanpress.com www.minutemanpress.com
WE HOPE TO HAVE A SMALL POSTCARD SENT OUT AS

direct mail advertising. It would list all the services ARC provides and a welcoming note encouraging the patient to come back to the practice. These would be sent out in pulses throughout the year, but with a strong pulse during the summer months, which is the weak time period for ARC. These postcards would be related to ARCs sports medicine treatments, and they would be sent to patients with related injuries. The size of the postcard would be 5x7, and it would be glossy color print. They would cost $195 per 2,500 impressions, and the order would be placed four times throughout the year. The total expenditure would be approximately $780.00

with advertisements of products and services. A single advertisement in the Sunday Sun Sentinel reaches more people than running four ads during the morning drive time on each of the top 20 radio stations in Broward/Palm Beach. Sun Sentinel print ads and online ads are both benecial for ARC because it reaches out to our main target market. SunSentinel. com users are 33% more likely to be between the ages of 25 and 54 years old. The approximate substantial impressions would be 75,000. Print Ads and Online Ads very in price and sizes, but the starting price is $63.00. ARC can run as many ads throughout the year as they desire, but we suggest a continuous pace throughout with extra pulsing around the peak months. We want ARC to remind is large snowbird patient base about their favorite care center, ARC. Approximate Cost: $6,500.00

KEY FACTS

- Newspaper can possibly reach over 2,000,000+ consumers - Broadens potential market by reaching out to surrounding cities - Reader is a young professional, family, elderly person, etc. - Insertions: Pulsing throughout designated months(see Media Schedule) - Potential Reach:75,000+ - Estimated Advertisement - Price: $6,500.00 Jewish Journal Contact: Sun Sentinel rmhernandez@ sentinel.com
WE HOPE TO ADVERTISE IN THE JEWISH

found in high-trafc areas with high-visibility. There specic targeted advertising opportunities in the Jewish Journal so that businesses like ARC can target patients close to them.
KEY FACTS

KEY FACTS

- 43% are male

- 57% are female - 64% are 55 years and over - 17% are 45 to 54 years old - 32% have an income between $50,000-$99,000
ARC CAN RUN AS MANY ADS

- Average income of readers is between $50,000-$99,000 - Targets older, Jewish community - Placed in high-trafc areas and has long shelf-life - Insertions: Pulsing throughout designated months(see Media Schedule) - Potential Reach: 50,000+ - Estimated Advertisement Price: $4,500.00

Online Presence
USE ARCS ONLINE PRESENCE TO REACH

throughout the year as they desire, but we suggest a continuous pace throughout with extra pulsing around the peak months. Cost: $4,500.00

25% of the target audience through advertising. It is very important for ARC to increase and broaden its online presence and the most

Journal to target a specic religious group that has a large population in the Delray Beach area. It reaches more than 500,000 Jewish residents in South Florida. It is a local weekly newspaper that targets afuent communities. Each edition features special sections with health related columns. This is valuable to ARC because they are advertising to concerned potential patients. We believe there will be 50,000 substantial impressions. It is distributed via free newsstands and boxes and through delivery to synagogues. The Jewish Journal can be
MEDIA PLAN

Tactics

65

important ways they can do this is through a great website, search engine optimization and social media.
WE HOPE TO REACH THE FOLLOWING GOALS:

them online of ARC services - Spread awareness of company and accreditation Potential Reach: 15,000+ Estimated Advertisement Price: $8,500.00

- Increase website viewership each month by 150%. - Encourage clicks per viewer to an average of 3 per website session - Utilize search engine optimization with related search terms - Create social media community using the Facebook platform and develop the page to 500 likes by March 2015. - Increase online impressions through directory search.

Search Engine Optimization

THERE ARE SEVERAL KEY TERMS THAT WOULD BE VALUABLE

for ARC to purchase on Google AdWords. It would be best for ARC to purchase PRP , South Florida rheumatology, sports medicine South Florida, etc. It is necessary to create a prole and username for Google AdWords. ARC should work with its website graphic design rm to optimize SEO and its Google Analytics data.
KEY FACTS

Website Design
WE HAVE CREATED SEVERAL WEBSITE MOCKUP DESIGNS, AND

ARC would need to hire a rm to recreate the website and maintain its look. We hope to increase viewership by 150% each month throughout the time period. We hope that the ofce staff of ARC will persuade the patients to visit the website for informational purposes. We want to increase the length of stay on the website and average out to about 3 clicks on different tabs during an average viewers visit to the website. The approximate new impressions would be 15,000 for the newly designed website, and we did research on local graphic design rms to get quotes for the design. The website expenditure could be up to $8,500.00.
KEY FACTS

- Approximate impressions: 15,000 - Approximate media expenditure depends on clicks: $25.00/per month - $25x12months=$300 - Purchase key terms to improve website impressions - Help new target audience nd ARC online - Potential Reach:15,000 - Estimated Advertisement Price: $300.00+

Social Media
SOCIAL MEDIA IS A FREE AND EASY MEDIA PLATFORM TO

- Create a great relationship with local advertising/branding rm that will help continue to upkeep and maintain website aesthetic - Increase younger patient base by informing

use online. It is valuable in creating a larger presence online and by getting the word out about your company. The only social media platform we suggest is Facebook. We hope to have a social media or marketing intern work specically on promoting this platform. Even though ARCs current patient base is social media savvy, we are still trying to attract a younger market that cares about where they get their treatment. They want people to know if

they are at the doctors or not. We hope to increase the Facebook likes to 500 by March 2015 and ARC will have a well-developed page that creates a dialogue between the practice and the patients. It will be informative and also create a sense of community among the patients. Eventually, it would be valuable for ARC to pursue promoted advertising on Facebook. This is an additional recommendation for ARCs marketing plan in the next ve years.
KEY FACTS

KEY FACTS

- Helps reach new elderly audience that moves to South Florida - Potential Reach:1,000+ - Estimated Advertisement Price: $12,600.00

Special Events, Community & Outdoor Advertising

USE SPECIAL EVENTS AND COMMUNITY ADVERTISING TO

reach 15% of the target audience.

Informs new target audience of ARCs services - Provides a relationship between doctors and patients - Increases patient dialogue about ARCs services - Potential Reach:10,000+ - Estimated Advertisement Price: $0.00 (unless ARC hires rm in next 5 years) Yellow Pages Directory Contact: Bob Richardson P: 954-571-5345 rr4422a@yp.com www.yp.com
THE YELLOW PAGES DIRECTORIES IS AN ONLINE MEDIUM THAT

Informational Lectures
THIS WOULD NOT BE A DIRECT MONETARY EXPENDITURE IN

we believe is still efcient for ARCs target market. It is a year contract, and displayed in both color and black and white. The media expenditure can be calculated at $1,050 per month or $12,600 per year. The media expenditure would attract and inform potential patients about ARCs contact information. The online platform allows it to be easily accessible by all ranges of our target market. The impressions for the Yellow Pages Directories are difcult to depict, but our approximate assumption is 1,000 impressions per year.

the media plan, but more of an opportunity to increase impressions among the community. It is very important to create a lasting relationship between the patient and the doctor. These short informational lectures are provided to potential patients at local organization meetings and local gyms. These could be organized by an event-planning intern that was recruited from the internship program hosted by ARC. The lectures would occur four times during the year with two being held during the summer to increase knowledge of PLP treatments and other non-surgical treatments done by ARC. With four sessions and around 30 viewers per session, we anticipate 120 new impressions for the sports medicine services provided by ARC. We anticipate out of 120 of those new impressions for 40 of them to visit ARC and receive consistent treatment. The informational lectures would be of no cost to ARC, and ARC would work together with local gyms and Jewish Community Centers that they already have advertising relationships with.

MEDIA PLAN

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67

Below we have listed a few local gyms that could host lectures. - Flywheel Sports - LA Fitness - Fitness Now Below we have listed a few local Jewish Community Centers (JCC). - Mandel JCC - Levis JCC - Ruth Rales Jewish Family Center
KEY FACTS

- Inform and get to know patients in their environment - Potential Reach:120+ - Estimated Price: $0.00(unless pay doctors for sessions)

small, community event: -60 people in attendance 60x6 total events=360 impressions - Golf: $125x3=$375 - Tennis: $100x3=$300.00 Below we have listed several country and tennis clubs. - Delray Beach Golf Club - The Seagate Country Club - Polo Trace Golf Club, - Villa Delray Gold Club, - Lakeview Golf Club, - Boca Delray Golf and Country Club, - Gulf Stream Club and St. Andrews Golf Club.
KEY FACTS

coming in and out of the area, and it is difcult to predict the number of impressions, but our approximate is 300,000 new impressions a year. This contract is a two-year deal, and we agree that it is a valuable medium to advertise. The expenditure for a two-year contract is $11,700 so we can average each year costing around $5,850.00.
KEY FACTS

Community Events
WE FEEL THAT A LARGER EXPOSURE TO

the community through sports events and tournaments would be a benecial expenditure for ARC. We believe it would be efcient to continue sponsorship at golf tournaments like the Hunters Run tournament. An average hole-in-one sponsorship would be $125.00, and ARC should aim to sponsor 3 golf tournaments throughout the year. It would be valuable to sponsor smaller community tennis tournaments as well. We believe ARC should sponsor 3 tennis tournaments with $100.00 sponsorship. Approximate impressions per

- Shows community involvement and increases awareness of ARC - Specically targets sports related injured people - Potential Reach:360 - Estimated Advertisement Price: $675.00

- Highly trafcked area and it is very close to ARC - Potential Reach: 300,000 - Estimated Advertisement Price: $5,850.00

Bus Shelter
Contact:CBS Outdoors Melissa Blunk P: 561-352-5335 melissa.blunk@ cbsoutdoor.com
THIS ADVERTISEMENT BUS SHELTER

is approximately 45.75x67 inches. The frequency is monthly for two years, and it is a highly trafcked area outside of the ARC business. There are is high vehicle trafc

Company Promotional Materials

WE ANTICIPATE THE NEED TO HIRE A

local graphic design rm to help create graphics for promotional materials and video screen graphics. We anticipate the video screen graphics to be sliding presentations showcasing on the TVs in the reception area of ARC and local gym screens. The promotional materials would be redesigned company brochures to sit in the reception area at ARC and to be passed out during the informational lectures. These brochures would be tri-fold pamphlets, and we believe it would be valuable to use the same printing company.

Contact: Minuteman Press P: 561-495-7898 delray@minuteman press.com www.minutemanpress.com $284.32 per 2,500 $284.32x2=$568.64-total We anticipate ordering twice during the entire year. Approximate fee for hiring Graphic Design company for a contract of one year: $5,000.00 We have provided the

creative direction, strategy and colors. ARC just needs to hire a graphic design company to put the ideas into tangible marketing tools for them to use. The approximate impressions are difcult to calculate, but we gure there will be 4,000 new impressions during the course of the year.
KEY FACTS

- Need to hire local company to create graphics for ARC - Can use graphics for several years to come, long shelf-life

MEDIA PLAN

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69

- Potential Reach:10,000+ - Estimated Advertisement Price: $5,000.00

KEY FACTS

ARC Materials
ARC MUST CONTINUE TO PROVIDE MATERIALS TO EMPLOYEES

- Maintain company aesthetic and branding for patient base - Increase awareness among local doctors - Potential Reach:10,000+ - Estimated Advertisement Price: $13,242.22

and patients with the ARC logo. A percentage of the budget was allocated to maintaining the ARC supplies.

Miscellaneous
WE HAVE SET ASIDE $12,306.14 OF THE $100,000.00 BUDGET

Seascoast Uniforms Contact: Dawn Mason Dawn@seascoastuniforms.com T: 561-439-8005, ext 101 Amsterdam Printing Contact: Kimberly Soodsma ksoodsman@taylorcorp.com T: 1-800-833-6231
ARC SHOULD CONTINUE ITS USE OF ARC PRESCRIPTION

for miscellaneous marketing needs. This extra money in the budget can go toward additional advertising needs throughout the course of the year.

bags, employee uniforms/scrubs, tote bags, dufe bags, employee polo shirts, water bottles and holiday gifts for doctors. Below are prices listed on a contractual basis. - Prescription Bags: $751.09 - Employee Scrubs: $3,417.19 - Tote Bags: $2,496.37 - Dufe Bags: $304.73 - Uniforms/Polos: $779.60 - Water bottles: $493.24 - New gifts for doctors every year: Approximately $5,000.00

Impressions CPM 5,000 $0.90 May Jun $0.25 $0.55 $0.31 $0.08 $0.09 $0.57 $0.02 $12.60 $1.41 $0.20 $0.14 $0.83

Apr Jul Aug Sept Oct Nov Dec Jan Feb Mar

Rationale

Atl. Ave Magazine S. FL Biz Journal Bones & Joints

10,000

40,000

Postcards

2,500

MEDIA SCHEDULE

Sun Sentinel/Online Jewish Journal

75,000

50,000

Website Design

15,000

SEO

15,000

YP.com

1,000

Distributed monthly/contract. Distributed weekly/contract. Distributed quarterly Continuous with pulse summer Continuous with pulse-peak Continuous with pulse-peak One time expense Continuous w/ varied payments 1-year contract

Events

480

Bus Shelter

Year-round w/ pulse summer 2-year contract

Brochure

30,000 4,000

Graphic Design

6,000

Miscellaneous

n/a

n/a

One time expense, may need more One time expense, may need maintenance Will need extra $ from budget

Total Impressions: 253,980

MEDIA PLAN

Tactics

71

BUDGET
THE BUDGET FOR THE CAMPAIGN IS $100,000 AND RUNS

for 12 months. The budget has been split up among mediums that will be efcient and affective in achieving media objective goals. All budget allocations were decided upon with conservative measures, but there is enough exible room for adjustments and added costs throughout the year time frame. The following budget allocations are made from approximate quotes by mediums. The approximate costs may vary and differ from current quotes given at the time of the advertising request. Our team is not responsible for price adjustments and differing quotes made by advertisers. All suggested budget allocations were made from research completed during October 2013.

PURCHASE
Magazines Direct Mail Newspapers Online & Directories Special Events & Outdoor Advertising Company Promotional Materials Miscellaneous

COST
$7,003 $22,955 $11,000 $21,400 $6,525 $5,568.64 $25,548

PERCENTAGE OF BUDGET
7.02% 22.95% 11% 21.4% 6.52% 5.57% 25.54%

Total

$100,000

100%

Overview

BUDGET

73

BUDGET

dinner

AFTER

COFFEE

Plan Evaluation
THE CAMPAIGN OBJECTIVE IS TO INCREASE PATIENT TRAFFIC AND PROFIT BY 10% OVER THE COURSE

of a year. This goal will be dependent on increased awareness created by the placement of the new creative, social media usage and increase SEO. Though it is not immediately clear what medium causes increased protability, simply inquiring how new patients heard about ARC or returning patients discovered new services will determine the success of the various outlets. Tracking the success of print is not realistic, but the various digital outlets utilized can be tracked. While the print and new creative aims to bring in sports medicine customers and to promote PRP , the site redesign and use of digital aim to increase engagement. In tracking the Google Analytics of the site redesign, ARC can monitor increases in SEO and click through rates. Facebook provides similar analytics to track the success of a page. It regularly sends out these statistics to the managers of the page. Increased social usage can engage a variety of demographics and can digitalize word of mouth among customers and their friends. To determine the success of the plan, Advanced Rheumatology Center will have to keep track of patient trafc and prots from April 2014-March 2015. Therefore, a staff member at ARC can track patient intake and report whether or not there was an increase of 10% during the course of the year.

PLAN EVALUATION

Overview

75

ADDITIONAL RECOMENDATIONS

BUDGET

dinner

AFTER

DRINKS

Other Recommendations
TO GAIN FURTHER EXPOSURE AMONG ACTIVE ADULTS, FORKS, KNIVES & SPOONS WOULD ALSO

recommend reaching out to gyms and sports teams for sponsorship and gym advertising. As detailed in the IMC portion, Forks, Knives & Spoons does recommend opening an additional space in Boynton Beach. With this expansion, ARC should also consider a rebranding. Though this is not an immediate need, the name Advanced Rheumatology Center does not encompass every service ARC provides. Because of the advanced technology, ARC can service traditional rheumatology along with sports medicine and pain management. A more imminent issue relating to the expansion is the website domain. Forks, Knives & Spoons would recommend that ARC buys multiple domains relating to their business and to have them all reroute to one main domain. Seeing as the company will have locations in more than just Delray, arcdelray.com will no longer sufce. Forks, Knives & Spoons would recommend the use of social media, especially in targeting the sports medicine demographic. To maintain all of our recommendations, Forks, Knives & Spoons would recommend utilizing FAU for an intern for social and web design. The appendix has a proposed application for interns.

OTHER RECOMMENDATIONS

Overview

77

Boynton Beach

YOUR NEW LOCATION

FORKS, KNIVES & SPOONS SUGGEST BOYNTON BEACH FOR ARCS SECOND LOCATION TO OPEN
in 2015. Having a second location close to ARCs Delray Beach location would create a larger prot than a location in another state of farther away in Florida. The two locations could utilize all the doctors and staff and existing machinery, like the lab, diagnostic ultrasound, MRI, physical therapy equipment, etc. Also, ARCs biggest problem is branding. With a second location close to ARC, the clinic is able to reach a new demographic of people, but it is close enough to expand the brand and be related back to the rst location. The distance between the two locations could be anywhere from 5 miles to 15 or 20 miles. The average age in Boynton Beach is 42, 21.4% of people are aged 65 and older, and 62.5% of people are Caucasian (Census Viewer). Boynton Beach is the 37th most populated city in Florida out of 910 cities (Florida Demographics) and its community of older, active and afuent people mirrors Delray Beach and shows promise for a successful clinic. The demographics and lifestyle in Boynton Beach are similar to Delray Beach, so the advertisements made for the Delray Beach area could also be used by the second location, also saving money on design and advertising work.

Say hello to

OTHER RECOMMENDATIONS

New Location

79

ADDITIONAL RECOMENDATIONS

FOR
BUDGET

the

KIDS

Appendix
SOURCES
IBISWorld. Industry Report OD4156: Sports Medicine Practitioners. Retrieved September 29, 2013 from IBIS World Database. http://clients1.ibisworld.com.lp.hscl.u.edu/reports/us/industry/ default.aspx?entid=4156 Statista. Industry Report 2013 - Health Care. Retrieved October 2, 2013 from Statista Database. http://www.statista.com.lp.hscl.u.edu/study/15826/industry-report--health-care/ Adams, Susan. Sports Medicines Rich Little Secret. Retrieved October 1, 2013 from Business Source Premier Database. https://web-ebscohost-com.lp.hscl.u.edu/ehost/ detail?vid=4&sid=8be03b04-9a88-40d7-af85-9b1cbe8c9d4e%40sessionmgr12&hid=24& bdata=JkF1dGhUeXBlPWlwLHVpZCZzaXRlPWVob3N0LWxpdmU%3d#db=buh& AN=90384589 Hoovers. Health Care Sector. Retrieved September 30, 2013 from Hoovers Database. http:// subscriber.hoovers.com.lp.hscl.u.edu/H/industry360/overview.html?industryId=1374 SuburbanStats. Current Delray Beach, Florida Population, Demographics and Stats. Web. 07 Oct. 2013. <http://suburbanstats.org/population/orida/how-many-people-live-in-delray-beach>. MintelOxygen. Consumer Choices in Healthcare - US - January 2010. Retrieved October, 10, 2013 from Mintel Oxygen Database. http://academic.mintel.com.lp.hscl.u.edu/display/504010/ ?highlight=true#hit1 Welcome to Advanced Rheumatology Center. Advanced Rheumatology Center. Advanced Rheumatology Center, 2010. Web. 1 Oct. 2013. <http://www.arcdelray.com/>. Palm Beach County. Http://edr.state..us/. Florida Legislator, Sept. 2013. Web. 20 Oct. 2013. <http://edr.state..us/content/area-proles/county/palmbeach.pdf>. Census Viewer 2010 Census Population of Boynton Beach, FL. Web. 23 Oct. 2013. http:// censusviewer.com/city/FL/Boynton%20Beach/2010 Florida Demographics. Web. 25 Oct. 2013. http://www.orida-demographics.com/boynton-beachdemographics Competitors: http://www.arthritisassociatess.com http://www.diagnosticprofessionals.com
APPENDIX

Sources

81

http://www.southoridarheumatology.com www.holy-cross.com drelan.com http://www.stemcellorthopedic.com/ http://www.sportsorthocenter.com/ http://www.southpalmorthopedics.com/ http://www.ocpbc.com/ Sports Medicine: https://www.abem.org/public/subspecialty-certication/sports-medicine/sports-medicine-overview Bak, M. J., and T. D. Doerr. Craniomaxillofacial Fractures during Recreational Baseball and Softball. Journal of Oral and Maxillofacial Surgery 62 (October 2004): 1209-1212. Conne, J.M., J.L. Annest, and J. Gilchrist. Sports and Recreation Related Injury Episodes in the U.S. Population. Injury Prevention June 2003: 117. Humphreys, Brad R., Ruseski, Jane E. Estimates of the Dimensions of the Sports Market in the US. International Journal of Sport Finance 4 no 2 94-113 May 2009. Costello, Joseph, Stewart, Ian B., Selfe, James, Donnelly, Alan E. Use of Thermal Imaging in Sports Medicine research. A short report. International SportMed Journal June 2013, Vol.14, issue 2, p94. Hall, Merderic m. MD, The Accuracy and Efcacy of Palpation versus Image-Guided Peripheral Injections in Sports Medicine Current Sports Medicine Reports. Volume 12(5) September/ October 2013. p296-303 Silberman, Marc R. MD, Bicycling Injuries Current Sports Medicine Reports. Volume 12(5) September/October 2013, p337-345 Jayanthi, Neeru MD, USPTA Racket Sports, Current Sports Medicine Reports. Volume 12(5) September/October 2013, p329-336 Yasui, Kenji, A new Manual Method for Assessing Elbow Valgus Laxity Sports Medicine Arthroscopy Rehabilitation Therapy Technology (SMARTT) 2013 American Academy of Orthopaedic Surgeons, Sports Medicine Media Guide Fall 2011. www. orthoinfo.org Minigh, Jennifer L., Sports Medicine, Health & Medical Issues Today, Greenwood press 2007, p143-146

1. Welcome to the University of Florida ADV4800 Campaigns Class Survey!Thank you for agreeing to complete this survey. We are a group of seven advertising students from the University of Florida. For our Campaigns class, we are conducting this research survey to understand our target market and to better serve our client with making a new advertising campaign for their company. This survey should take no longer than 10 minutes to complete. Please note your answers will be kept confidential. To begin, please press the arrow in the bottom right corner.
Text Response Statistic Total Responses Value 0

Last Modified: 09/28/2013

My Report

2. Would you consider yourself athletic and fit? On a scale from 0 (inactive) to 10 (extremely active).
# 1 Answer Min Value Max Value 10.00 Slide Bar 1.00 Average Value 6.05 Standard Deviation 2.24 Responses 128 % 19% 81% 100% Value 1 2 1.81 0.16 0.39 95

3. Are you a part of an organized athletic team?

# 1 2 Answer Yes No Total

Response 18 77 95

4. What sport(s) do you play?

Text Response Soccer and kickball ultimate Frisbee swimming Dance tennis Tennis dance Tennis

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

APPENDIX

Survey

83

Martial Arts kickball Tennis Football, kickball, soccer Soccer, Basketball and Kickball Softball swim, walk, bike golf Cycling Tennis, softball soccer, track and field, swimming

5. Please list the physical activities you enjoy.

Statistic Total Responses

Value 18

Text Response Volleyball, football, running Running, Spinning, Walking jogging swimming, dancing, working out at gym Yoga, spin class, weights, biking, walking, swimming, hiking Swimming, running, biking, tennis, skiing, diving running and lifting weights Running Raquetball Treadmill Eliptical Running Biking Weightlifting Walking, Tredmill, Hiking while hunting and some stationary bike. Walking jogging swimming golfing Workout at the gym, walking, riding bicycle Running Walking a bridge pushing a baby in a stroller several days a week; about 2 miles total. Snow skiing annually Heavy yard work monthly Carrying around a toddler five days a week Golf Jogging, Softball, Tennis, Running, walking, going to the gym Running, yoga, weights, occasionally swimming Yoga, running Swimming Football Basketbal Weightlifting working out at the gym, going swimming at the beach, playing golf Walking Yoga Elliptical Treadmill Weightlifting Golf Tennis Walking yoga spinning running

-Dance -Volleyball Walking, biking, kayaking and hiking. Tennis gym jogging Running, biking, tennis, stand up paddle boarding, yoga Running (road and trail), mountain biking jogging, bike riding, light weight training running, biking, hiking, Walking, Zumba Class, Resistance training 3 days/week Walking, swimming, biking Running Yoga Swimming Biking, walking, occasioal weights and eliptical machine. biking, walking, swimming Walking Biking, running, tennis, swimming tenis golf hiking biking swimmimg paddle boarding tennis, walking Swim, bike Elliptical Excercising running Jogging walking golfing snow skiing basketball, running, weights Working in the yard. Walking. Hiking. Occasional light running. Sleeping Walking treadmill, stationary bike --both at gym walking Lap swimming biking aqua aerobics dog walking Walking Running Walking biking Golf, hiking Running, Soccer, working out, Eliptical Running , Hiking, frisbee Walking on treadmill. Surfing the web. :) Swimming, treadmill, lift weights, elliptical machine Yoga, Pilates, Spinning, Swimming 30 - 45 minutes of Cardio every day (It varies as to what I do, run, elliptical machine, swimming ) weights for 30 minutes, 4 times a week tennis working out walking, tennis Running, cycling, crossfit Running, walking, biking, basketball, roller-blading, softball....lifting weights, elliptical machine.... P90X

APPENDIX

Survey

85

Walking. Pilates, bootcamp training, walking kick boxing, power walking, gardening Cardio kickboxing, yoga, spinning , running , and weight resistance exercise Trx, running, Zumba, weights, spinning Statistic Total Responses # 1 2 Value 73 % 54% 46% 100% Value 1 2 1.46 0.25 0.50 91

6. Have you been injured in a sports related activity?

Answer Yes No Total

Response 49 42 91

7. What was the injury? Please explain.

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Text Response Sprained right ankle Sprained my knee and dislocated a disc in my back Broken wrist, rollerblading. tendon snapped during cheerleading sprained ankle sprained ankle from yoga Broke clavicle in bike accident Broke foot surfing While skiing, acl rupture (knee) I fell on my knee, straight to the ground and it was injured for a while. I also have developed a bulging disc in my back from participating in this activity for 15 years. calf Hip injury Ruptured my Achilles Tendon playing flag football during our annual Turkey Bowl that we played each weekend during Thanksgiving. I was able to recover and continue to play Softball regularly for a few more years. Minor injuries like shin splints and painful knees

Tendant Plantar Faciatis, torn labram broke my wrist in 2 places Sprained Ankle Cuts Dislocated Shoulder basketball--knee injury Golf related sprained muscle I may or may not have dislocated my left shoulder. Split Open Lip, Permanent Scar. Have Broken A Couple Toes And fingers Rolled Ankle Back and groin pull Fractured finger Broken shoulder and AC separation twisted ankle, pulled hamstring, plantar fasciitis, moderate lower back strain Torn ACL (Knee) and sprained ankles My knee had a torn ligament and a torn meniscus as well as a stress fracture. Skiing and running (knee). Torn PCL, while dirt bike racing on a track. I tore my medial meniscus in 2007, which required surgery in 2010 I partially tore my ACL but did not have time to have surgery and played tennis and skied with a brace. last month 4/2013 I completely tore my ACL and partially tore my MCL and both menicuses which did require surgery I am off work for 2-3 mos to go to physical therapy and rehab the right knee skiing accident I was surfing and came off my board and broke my foot Stress fracture Broken both of my wrists snow boarding and diving Torn rotator cuff Sprained ankle Fractured lower vertebrae knee injury during a wrestling exhibition knee injury, shoulder injury broken wrist, pulled muscles, torn achilles torn acl sprained ankles and wrists Acl Tenniselbow torn rotator cuff, torn plantar fascia - tennis, back injury - water skiing Knee injury from too much running

Statistic Total Responses

Value 48

APPENDIX

Survey

87

8. When you were injured from a sports related activity, how soon did you seek medical assistance?
# 1 2 3 4 5 Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Answer Within 3 days Within 1 week Within 1 month Longer than 2 months Never Total Response 27 3 5 6 7 48 Value 1 5 2.23 2.48 1.57 48

% 56% 6% 10% 13% 15% 100%

9. Have you received medical assistance for multiple sports related injuries?
# 1 2 Answer Yes No Total Response 19 29 48

% 40% 60% 100%

10. Have you in the past or do you currently experience joint pain?
# 1 2 Answer Yes No Total Response 34 41 75

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.60 0.24 0.49 48

% 45% 55% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.55 0.25 0.50 75

11. Have you sought medical assistance for the joint pain?
# 1 2 Answer Yes No Total Response 17 17 34

% 50% 50% 100%

12. Who did you see for medical assistance?

# 1 2 3 Other rheumatologist Rheumatologist Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses # 1 Answer Primary Physician Orthopedist Other Total

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 2 1.50 0.26 0.51 34 Response 3 10 4 17 % 18% 59% 24% 100%

13. When seeking medical care do you:

Answer Follow your physicians recommendation/ referral Research a potential doctor Ask friends or family for referrals Respond to advertising Total

Value 1 3 2.06 0.43 0.66 17 Response 69 % 57%

2 3 4

10 43 0 122

8% 35% 0% 100%

Statistic Min Value Max Value

Value 1 3

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Survey

89

14. Whowould your primary physician refer you to for joint or tissue pain?
# 1 2 3 Answer An orthopedist A rheumatologist Other Total

Mean Variance Standard Deviation Total Responses

1.79 0.88 0.94 122

Response 27 8 4 39

% 69% 21% 10% 100%

Other Physical Therapist Chiropractor Chiropractor Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value 1 3 1.41 0.46 0.68 39

15. When seeking medical care, is it important that the doctor is accredited? On a scale from 0 (not important) to 10 (extremely important)
# 1 Answer Min Value Max Value 10.00 Doctor Accreditation 0.00 Average Value 8.64 Standard Deviation 2.07

Responses 121

16. Have you heard of rheumatology?

# 1 2 Answer Yes No Total

Response 90 31 121 Value 1 2 1.26 0.19 0.44 121

% 74% 26% 100%

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

17. Where have you heard of rheumatology?

# 1 2 Answer Personal experience with joint or tissue pain Family members experience with joint or tissue pain Friends experience with joint or tissue pain Other Total

Response 11 28

% 12% 31%

3 4

17 34 90

19% 38% 100%

Other Professi I dont recall. Television General knowledge My profession school I have co-developed two anti-inflammatory products articles commercial Google I work in medical field Only Read About it unknown Arthritis foundation Anatomy class Webmd Web, commercials Schooling horrible tv ads clients with pain general knowledge articles ive read etc Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value 1 4 2.82 1.16 1.08 90

18. Would you recommend rheumatology to a fam-

APPENDIX

Survey

91

ily member or friend?

# 1 2 Answer Yes No Total

Response 86 35 121 Value 1 2 1.29 0.21 0.46 121

% 71% 29% 100%

19. Please order the treatments of joint or tissue pain you would prefer from 1 the most preferred, to 3 the least preferred.
# 1 2 3 Answer 1 2 3 Surgical Injections and In Office Treatments Physical Therapy Total 11 19 88 118 Surgical 1 3 2.75 0.38 0.62 118 8 94 16 118 99 5 14 118

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Total Responses 118 118 118 -

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses # 1 2 3

20. What type of health insurance do you have?

Answer HMO, health maintenance organization PPO, preferred provider organization Not covered by health insurance Total

Injections and In Office Treatments 1 3 1.88 0.19 0.44 118

Physical Therapy 1 3 1.37 0.48 0.69 118 Response 28 85 6 119

Value 1 3 1.82

% 24% 71% 5% 100%

Statistic Min Value Max Value Mean

21. How important is it that a doctor takes your type of health insurance? On a scale from 0 (not important) to 10 (extremely important)
# 1 Answer Min Value Max Value 10.00 Health Insurance for Payments 1.00 Average Value 9.21 Standard Deviation 1.60

Variance Standard Deviation Total Responses

0.25 0.50 119

Responses 119

22. How far do you typically travel for medical care?

# 1 2 3 4 5 Answer 1 to 10 minutes 11 to 20 minutes 20 to 30 minutes 30 to 45 minutes 45+ minutes Total

Response 16 58 24 14 4 116 Value 1 5 2.41 0.98 0.99 116

% 14% 50% 21% 12% 3% 100%

23. When seeking medical care, what is most important to you about the practice? Please rank the following items from most important (top) to least important (bottom)
# 1 2 3 4 5 Answer 1 2 3 4 6 38 10 39 23 5 4 38 0 37 37 Accredited Doctors Price What insurance they take Location Latest medical technology Total 52 5 47 3 9 35 14 33 15 19 19 21 26 22 28

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Total Responses 116 116 116 116 116

116

116

116

116

116

Statistic Min Value Max Value

Accredited Doctors 1 5

Price 1 5

What insurance they take 1 4

Location 1 5

Latest medical technology 1 5

APPENDIX

Survey

93

24. Please rank these social media sites you use most often (top) to least often (bottom)
# 1 2 3 4 Answer 1 2 3 4 Facebook Twitter Instagram LinkedIn Total 91 6 9 7 113 17 53 25 18 113 Twitter 1 4 2.61 0.72 0.85 113 2 33 61 17 113 Instagram 1 4 2.78 0.66 0.81 113 3 21 18 71 113

Mean Variance Standard Deviation Total Responses

1.92 1.13 1.06 116

3.78 1.34 1.16 116

1.99 0.98 0.99 116

3.79 1.23 1.11 116

3.52 1.70 1.30 116

Total Responses 113 113 113 113 -

25. Please rank the mediums you engage in most frequently from 1 (most often) to 6 (least often)
# 1 2 3 4 Answer 1 2 3 4 7 19 42 25 5 7 11 18 45 6 2 16 22 24 Television Radio Newspaper Nationwide magazines Local magazines or journals Internet Total 35 4 3 2 43 24 9 7 18 38 18 9 Total Responses 112 112 112 112

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Facebook 1 4 1.27 0.39 0.63 113

LinkedIn 1 4 3.35 0.92 0.96 113

16

17

26

42

112

63 112

23 112

13 112

2 112

5 112

6 112

112 -

Statistic

Television

Radio

Newspaper

Nationwide magazines 1 6 4.57 1.44 1.20 112

26. What is your gender?

# 1 2 Answer Male Female Total

Min Value Max Value Mean Variance Standard Deviation Total Responses

1 6 2.23 1.53 1.24 112

1 6 3.51 1.96 1.40 112

1 6 4.15 1.66 1.29 112

Local magazines or journals 1 6 4.60 2.15 1.47 112

Internet

1 6 1.94 2.02 1.42 112

Response 37 75 112 Value 1 2 1.67 0.22 0.47 112 Response 0 2 25 5 8 51 21 0 112 Value 2 7 5.29 2.24 1.50 112

% 33% 67% 100%

27. What is your current age? (U.S. Census)

# 1 2 3 4 5 6 7 8 Answer Less than 16 16 to 19 20 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over Total

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

% 0% 2% 22% 4% 7% 46% 19% 0% 100%

28. What is your annual household income in U.S.

dollars?
# Answer Response

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

APPENDIX

Survey

95

1 2 3 4 5 6 7 8 9 Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

$0 - $25,000 $25,001 $50,000 $50,001 $75,000 $75,001 $100,000 $100,001 $125,000 $125,001 $150,000 $150,001 $175,000 $175,001 $200,000 $200,001+ Total

12 12 7 14 17 15 7 5 23 112 Value 1 9 5.21 7.14 2.67 112

11% 11% 6% 13% 15% 13% 6% 4% 21% 100%

29. Where do you currently live?

Text Response Miami Georgia Gainesville New York City Arlington, tx Florida Miami miami south florida central florida Jensen Beach, FL Yulee, FL Key Largo FL Miami Florida Fort Lauderdale, FL Miami Port St Lucie FL Homestead Fl. Florida Miami Fernandina beach Fernandina Beach Fl. Florida

Gainesville, FL Florida Miami, fl texas Coral Gables, FL. Miami, FL Atlanta Weston fl Miami Tampa Miami US longwood fl Tequesta Florida West Palm Beach Gainesville, FL Gainesville Orlando Delray Beach west palm beach Gainesville, FL Palm Beach Gardens FL Gainesville, FL Palm beach gardens Florida Miami arlington Yulee, FL FLorida Florida Naples, FL Fort Myers, Florida Jacksonville Beach, FL Fleming Island, Florida Florida Palm Beach FL Gainesville, fl Jacksonville, FL Miami Florida Florida fl ft.Lauderdale,FL Miami Ft lauderdale, Fl Ft lauderdale, fl Texas Jacksonville Miami atlanta ga Miami, Florida jacksonville FL Boca Miami

APPENDIX

Survey

97

Tallahassee, FL Jacksonville FL Ripley WV Florida Ohio coral springs, fl At home Jacksonville FL Miami Yulee, FL Jacksonville, fl Hilliard, fl Pembroke Pines fl Gainesville, FL Fernandina beach fl Miami Beach, FL Plantation Jacksonville, fl Yulee, Florida 32097 Brooklyn, NY HILLIARD, FLORIDA, USA Bay Harbor Pembroke Pines, FL hallandale beach, fl

30. What is your race?

# 1 2 3 4 5 6 7

Statistic Total Responses

Value 109 Response 84 1 18 2 0 1 3 109 % 77% 1% 17% 2% 0% 1% 3% 100%

Answer White/Caucasian African American Hispanic Asian Native American Pacific Islander Other Total

Other white/Hispanic White Hispanic Mixed

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses Value 1 7 1.61 1.70 1.31 109

31. Please indicate your marital status:

# 1 2 3 4 5 6 Answer Single Married Separated Divorced Widowed Never Married Total

Response 34 66 0 6 3 0 109 Value 1 5 1.88 0.77 0.88 109 Response 31 7 12 57 2 0 109 Value 1 5 2.93 1.81 1.35 109

% 31% 61% 0% 6% 3% 0% 100%

32. Please indicate your current family structure.

# 1 2 3 4 5 6 Answer Single without children Single with children Married without children Married with children Life partner without children Life partner with children Total

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

% 28% 6% 11% 52% 2% 0% 100%

33. Please indicate your religious beliefs.

# 1 2 3 4 Answer Christian Jewish Roman Catholic Other Total

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Response 46 23 26 13 108

% 43% 21% 24% 12% 100%

Other None Catholic Mixed N/A

APPENDIX

Survey

99

Unitarian Universalist athiest None Heathen Atheist Pandiestic Agnostic Athiest

Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses

Value 1 4 2.06 1.16 1.08 108

APPENDIX

Sources

101

ADDITIONAL RECOMENDATIONS

COME
BUDGET

back

SOON

FORKS, KNIVES & SPOONS

SAVOR THIS .

Thank you from

We tossed out the recipe book and tackled this campaign using our gut, our experience and our skills. We stirred, blended and added a little salt when needed. We made something were very proud of and cant thank you enough for giving us this opportunity. We made a campaign that we hope exceeds your tastebud expectations. We gave it our all. It has been a pleasure serving you. Enjoy!

THANK YOU

FK&S

103

Whos in the Kitchen

NINA GOLIK
Nina Golik here. Senior Advertising student at the University of Floridas College of Journalism and Communications with an outside concentration in art. Lover of great danes, goat cheese, graphic design, advertising and ray bans. Aspiring Art Director. Maker of ideas. Blond-er of hair. Cuban of Miami. Beans to your burrito and the Rheuma to your tology. Take a gander of some of my work at www. ninagolik.com

JENNIE CLARK
Im a fth-year advertising senior from the backwoods of Yulee, Florida. I hope to work in the fashion industry after graduation, and I recently completed an internship with Barneys New York. Im interested in the account management part of advertising, and Im really excited to create a campaign for your company. On the weekends you can nd me watching Mad Men, cheering on the Gators in The Swamp or dancing to some country music.

MEREDITH ROWE
I am a fourth year advertising student, and I interned in New York this past summer on the Guinness account at BBDO. I often get compared to Peggy of Mad Men fame, which I have come to love. My initial interest regarding advertising was in fact copywriting, so she is a bit of an inspiration.

COLE BROWN
I am a fth-year advertising student with a passion for design and graphics. I was born and raised in Jacksonville Beach and knew one thing growing up, that I wanted to go to UF. Ive worked for magazines and ad agencies in the Jacksonville and Gainesville area. On any given weekend you can nd me at church, rooting for my Gators and going on adventures.

JONNY MUENCH
Im a lmer, photographer and graphic designer with an eye for art and a love for skateboarding. I try to get involved and work with anything that interests me. Currently, I am a Senior Advertising student and aspiring Art Director here at UF. Whether its helping foster dogs or taking a spontaneous trip to Puerto Rico for my 21st Birthday, my interests always determine which path I will take. Check out my work at jonnymuench.com

JENNIFER MCMANN
Im a fourth-year advertising major from Orlando, and most enjoy the research and strategy aspects of advertising. I am interested in international marketing and global companies. I love my friends and family, dancing, hummus, the beach and music festivals.

AMANDA FRANK
I am a fourth yeardouble major in Marketing andAdvertising. I really enjoy completing primary research like creating surveys and conducting focus groups, etc. I enjoy interacting with potential consumers. My dream job would be to become the Chief Marketing Ofcer of Disney! I want to work for an international company one day, focusing on how consumer tastes and needs differ around the world. I love to be with my family, of course Disney, shopping, and going to the Melting Pot.