Marketing homework

· Media Expenses:

Budget: $40,000/year-Sole Proprietorship ($70,000/year-Partnership)

$4,000/months in the first year

$5,700/month for the second year

· Advertising Rates:

Categories	Monthly Rates	# of ad days	Production rate	Total
TV	$200-$3,000 30 seconds TV spot	60	$1,500-$150,000	$400-$6,000 (+production costs)
Comcast Spotlight	Starting from $175 for 30 second spot	60	$1,500-$150,000	$5,600-$8,000 (+one-time production cost)
Radio	$800-$20,000	60	$300-$1,000	$1,600-$40,000 (+one-time production cost)
Billboard	$700-$3,000 per ad/month	60	$64-$336 8’ by 16’-14’by 48’	$1,400-$6,000 (+one-time production cost)
Magazine	$500-$20,000	60	None	$1,000-$40,000
Social Media (Facebook, Twitter, Pinterest, Instagram)	$500 (CPC=$0.31- $0.61)	180	One-time set up fee of $200	$3,200
Google Adwords and Display	$700 (CPC=$2.62 on the search network and 0.63 on the display network)	180 (6 ads)	None	$4,300

· Traditional Media Marketing Strategy

Effective campaign would include use of Cable TV with about 100 30-seconds spots per month during prime-time. Prime-time setting is $175-$200 per spot.

Cable TV

· Cable TV usage is highest among adults with income over 75K during prime-time (44%)

· Adults 35-49 represent the largest segment of the Cable TV audience in Hillsboro and surrounding areas (29%)

· Cable reaches over 90% of TV Households

· Consumers spend over 99 hrs per month with cable on TV and Internet combined

· Digital Media Marketing Strategy

The Website marketing strategy will be focused on increasing placement in search engines. The major content of the website will be information about the clinic, hours of operation, location, biographical information about the surgeons, procedures, insurance accepted and appointment scheduling. The Website will allow to connect with current and potential patients and develop relationships that encourage patients to use services provided by the clinic. We’ll use multiple social media platforms such as Facebook, Twitter, Pinterest and Instagram to promote our clinic.

The statistics show that social media can be a vehicle to help scale both positive and negative word of mouth, which makes it an important channel for an individual or organization in the healthcare industry to focus on to attract and retain patients. Doctors as respected members of society are also highly revered for their opinions when they are shared on social media.

Social Media

· 60% of social media users are the most likely to trust social media posts and activity by doctors over any other group

· 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility

· 30% of adults are likely to share information about their health on social media sites with other patients, 47% with doctors, 43% with hospitals, 38% with a health insurance company

· 28% of health-related conversations on Facebook are supporting health-related causes, followed by 27% of people commenting on health experiences or updates

· 53% of physician practices in the United States have a Facebook page

https://getreferralmd.com/2013/09/healthcare-social-media-statistics/

Google AdWords

· 80% of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study released Wednesday by the Pew Internet & American Life Project

· Health and Medical business boasts one of the highest CTRs (Click-through rate) in search (possibly due to medical ad formats with strong visual appeal)

· The average conversion rate in AdWords across all industries is 3.75% for search and 0.77% for display

http://www.nbcnews.com/id/3077086/t/more-people-search-health-online/#.W-s6kJNKg2w