fks campaigns book final
TRANSCRIPT
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e areFORKS, KNIVES & SPOONSA 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.
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MENU
of the
DAY
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Table of Contents
DRINKS
Executive Summary
P. 1
COLD CUTSMarketing Plan
P. 30-33
COFFEE
Plan Evaluation
P. 74-75
STARTERS
Situation AnalysisP. 2-21
FISHIMC
P. 38-41
COCKTAILS
Other Recommendations
P. 76-79
SOUP & SALAD
Research
P. 22-29
MEATS
Creative
P. 40-57
KIDS MENU
AppendixP. 80-107
MELTSSWOT
P. 34-37
DESSERT
Media Plan
P. 58-73
THANK YOU
Come Back Soon
P. 102- 107
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LETS START
with
SOME DRINKS
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1OverviewEXECUTIVE SUMMARY
THIS CAMPAIGN SEEKS TO FULFILL THE GOALS MEREDITHpresented 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 providingrecommendations 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 followtheir 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 sportsmedicine 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 accuracyand 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 office in Boynton
Beach. The area matches the affluence level of
the ARC demographic and provides a closeproximity 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
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HOW ABOUT
a few
STARTERS
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3Industry AnalysisSITUATION ANALYSIS
THE HEALTHCARE INDUSTRY ENCOMPASSES A WIDE RANGE
of services and professionals. In the UnitedStates alone, the healthcare sector includes
780,000 facilities ranging from hospitals to
doctors offices 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 andindustry 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 theybelieve 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 medicineindustry 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 predominantlya 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
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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 financial and
administrative information (IBISWorld).
Sports participation is also increasing dueto 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 tryto 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 fight 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.
ADVANCED RHEUMATOLOGY CENTER IS AN ARTHRITISand 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 state-
of-the-art care with a personalized, patient-
centered 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 AdvancedRheumatology 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 toour 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 five 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)-819-
3119. 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,
COMPANY ANALYSIS
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5
pain management, radiology and traditional
rheumatology, and they offer a plethora of
options and treatments for their patients
consisting of diagnostic and therapeutictreatment 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 Certified Internal Medicine and
Rheumatology Physicians Clients product
characteristics, benefits, 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-Office Treatments. As
stated before, Advanced Rheumatology
Center is the only medical office in Florida
that is accredited to use the musculoskeletalultrasound 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 procedureoffers the added benefit 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
Company AnalysisSITUATION ANALYSIS
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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 defines 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 havea 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-Office
Treatments. These treatments are tailored
specifically to their patients needs. Dr. Hirsh,
Dr. Hutton and Dr. Alvarez will discuss all of
the treatment options and the potential benefits
and risks of each treatment selection witheach patient to find 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 gel-
like substances into a joint to supplement the
viscous properties of synovial fluid. (Advanced
Rheumatology Center, 2010). Steroid
injections can be used to target effective anti-inflammatory treatment to a specific 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).
THEHEALTHCARE INDUSTRYASAWHOLE ISNOTNORMALLY
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 benefits 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 toservice. 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 first glance, ARC does seem to have a
ARC CREATIVE CRITIQUE
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7
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
wordy. The information and
copy should be simplified.
Furthermore, their choice of
stock photos is also very genericas are the portraits of the
doctors. Putting a face to the
doctors is a good idea, but the
execution of some of them is off
putting. ARCs work needs to
be professional, yet creative and
visually appealing. It needs to
be comforting and trustworthy
with simplified information.
When looking through
ARCs print material we were
surprised at the amount of
collateral that had been created.
It is great that many efforts havebeen made to inform people of
ARCs service and mission,
however the execution of these
efforts is overwhelming and
unattractive. Some common
themes and issues seen in
ARCs past print work are
un-cohesive use of branding,
lack of visual hierarchy, poor
layouts, an overwhelming
PRPPlatelet Rich Plasma Therapy
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.
,
. .
I have been an avid tennis player my entire lie. I wasrecommended to Dr. Hirsh by my physical therapist.Dr. Hirsh elt I was the perect candidate or PRP andafer speaking with my sister, who is a doctor as welland had heard o PRP, I decided to give it a try. Teprocedure is quick, and as the days go by, you start toeel progressively better. I love Dr. Hirsh and am happywith my results. Its good to have someone like him onyour side.
Charlotte, Boca Raton
I have had long-standing knee pain rom wear andtear. I had surgery on one knee and I injured my otherknee training or a marathon. Other treatments Ivetried are physical therapy, lots o NSAIDs andchanging my activities. I have known Dr. Hirsh since2003 and heard people talking about PRP, so I askedDr. Hirsh or more details. I had three PRP treatmentsor each knee. oday, Im doing things that I haventbeen able to do in years. Im in the process o going toa Navy Seal training camp in San Diego and running5 miles while wearing a 20 pound pack.
Dr. Wirtschafer, Boca Raton
Oh my gosh, i I hadnt done PRP I would still bein constant pain. It was worth every bit o it. It wasa totally positive experience, and Ive been tellingeveryone about PRP and Dr. Hirsh.
Success Stories
MarcJ.Hirsh,MD,FACPBoardCertified
BrettHutton,MD, FACPBoardCertified
AlainAlvarez, MDBoardCertified
Marc J. Hirsh, MD, FACPf
15300 Jog Road, Delray Beach | www.arcdelray.com
NON-Surgical Optionsarthritissports injuriesjoint diseasesplantar fasciitisrotator cuff tendonitistennis & golfers elbow
goutsciaticatrigger fingerspine arthritisshoulder & knee injuriescarpel tunnel syndrome
Successfully Treating...
(56l) 8l9-3l00
ARC Creative CritiqueSITUATION ANALYSIS
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Caring for you...so you canCARE
for themSuccessfullyTreating:
561-819-310015300 Jog Road
Delray Beachwww.arcdelray.com
Marc
J.
Hirsh,
MD
B
rett Hutton, MD AlainAlva
rez,
MD
Firstan
dOnlyM
edicalC
enteri
nFlorid
aAwarde
d
Musculo
skeleta
lUltraso
undAcc
reditati
on
arthritiship painjoint p ain
plantar fasciitisshoulder & knee pain
carpal tunnel syndrometennis & golfers elbow
sports injuriestrigger finger
back pain
Arthritis
Joint Diseases
Sports Injuries
Tennis & Golfers Elbow
Trigger Finger
Spine Arthritis
Shoulder & Knee Injuries
Carpel Tunnel Syndrome
NON-Surgical OptionsSuccessfully Treating...
Same Day Appointments
(561) 819-310015300 Jog Road, Delray Beach www.arcdelray.com
Marc J. Hirsh, MD, FACP
Board Certified
Alain Alvarez, MD
Board Certified
Brett Hutton, MD, FACP
Board Certified
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 CREATINGa 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
below from three of ARCs past print ads.
Hierarchy / Layout
LAYOUTOF INFORMATIONISIMPORTANTTOCREATEVISUALhierarchy. 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
to read first. 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.
Information
THROUGHOUT ALL OF ARCS BROCHURES, PRINT ADSand 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 thepatient 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
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9
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 simplified
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
AFEWOFTHEIMAGESUSEDINPASTADSare 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 chosenare very stock photo posed and
unrealistic.
Website
THE NEED TO HAVE A FUNCTIONINGwebsite and proper domain
has become vital to success
of modern businesses. When
looking at www.arcdelray.com,
its easy to see that ARC has
put time into creating a cohesive
website. However, when first
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 differenttreatments 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 informationare presented at once making it
impossible for viewer to digest
and understand the content.
ARC Creative CritiqueSITUATION ANALYSIS
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Social Media
DESPITEITSCAPABILITIESASAFREESOURCEOFADVERTISING,ARC has not engaged users on social media.
Currently, they have not established themselveson 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
INVOLVEDINANUMBEROFEVENTS, ARCDEFINITELYATTEMPTSto 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 THEcurrent 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 five 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 five 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
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11
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
offices, 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 iscurrently 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.
COMPETITIVE ANALYSIS
FORKS, KNIVES & SPOONS REACHED OUT TO THE CLIENT,Meredith, to determine specific 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.
Hospitals
Arthritis Associates of Florida
www.arthritisassociatessfl.com5130 Linton Blvd.
Unit F-1Delray Beach, FL 33484
ARTHRITIS ASSOCIATES OF FLORIDA ADVERTISESthemselves as board-certified, and they
make sure to include in their advertising
that they specialize in adult and pediatric
rheumatology. They treat all types of arthritisand 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 noYelp 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.arthritisassociatessfl.com).
Creative Critique
THEWEBSITEFOLLOWSADARKBLUEONBLUECOLORSCHEME,like many healthcare providers. Its tranquil but
there is very little contrast in the scheme they
Competitive AnalysisSITUATION ANALYSIS
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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
Diagnostic Professionals Inc.
Location addresses are on website.
www.diagnosticprofessionals.com
DPIOFFERSMRI, BREASTMRI, MRA, CT, CTA,Ultrasound,Dexa scans (Bone Scans), X-Ray, and Nuclear
Imaging. The Radiologists and Cardiologists
are Board Certified and the Technologists are
State and Nationally Certified. 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 office, or toyour 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 staffas friendly, efficient and always working to
meet the corporate mission. Transportation is
provided for their clients.
Creative Critique
THEWEBSITEISEASYTOUSEANDHASSEVERALPAGESTHAT
clients can browse through. They have relevantadvertising 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
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.
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13
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 fluffy 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.
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RHEUMATOLOGISTS OF SOUTH FLORIDA DEFINE WHAT THEY
do and inform the client of the potential oftheir 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. CharlesKahn 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 efficiency 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.
Creative Critique
THE ONLY CREATIVE OF RHEUMATOLOGISTS SOUTHFlorida 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.
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.
THE HOSPITAL IS A NON-PROFIT CATHOLIC HOSPITALsponsored 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
Rheumatologists South Florida
http://www.southflorida
rheumatology.com
Holy Cross Hospital
4725 N. Federal HwyFort Lauderdale, FL 33308
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15
Center, Harry T. Mangurian
Jr. Diagnostic Imaging Center,
Zachariah Family Wellness
Pavilion and the FeldmanCenter for Optimal Health.
Creative Critique
THE MAIN WEBSITE HAS A SLIDER AT
the top to cover many servicesthat the hospital provides. One
of them specifically focuses on
their Orthopedic Institute withthe 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 first
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.
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DR. ELANSCHRIER ISTHEONLYPRACTICINGPHYSICIANATthe 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 office.
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
Schrier Family Chiropractic
245 SE 5th Ave.
Delray Beach, FL 33483
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 andthey 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 OPENhis site. Though this is a creative idea for
encouraging new business, it is incrediblytacky 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-
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17
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 profile picture. Additionally, it utilizes
the applications function to show testimonials,
the new patient deal and email sign ups.
Doctors
DR. PURITA IS KNOWN FOR BEING A PIONEER IN THE
use of the laser in orthopedic surgery, andhe graduated from Georgetown University
Medical School. He served his surgical
internship at the University of Florida
Medical Center. He completed his residency
Dr. Jace Provo
Dr. Provo is a physician at the West BocaMedical 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. Joseph PuritaPurita is a part of The Institute ofRegenerative and Molecular Orthopedics.Location: 660 Glades Road,Boca Raton,Fl 33431
in orthopedic surgery at University of Miami-
Jackson 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 orthopedicsurgery at a variety of area hospitals.
Creative Critique
THE INSTITUTE OF REGENERATIVE AND MOLECULARorthopedics 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 onthe 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.
WEST BOCA ORTHOPEDIC IS A DEPARTMENT WITHIN THEWest Boca Medical center. The West Boca
Medical Center Orthopedics and Sports
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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 orthopedictreatments 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 office.
The website for Sports & Orthopedics
Center, like many other practices, utilizes asliding banner at the top to provide visuals
likability and professionalism.
The website also displays their non-profit
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 IS A COMPREHENSIVE
orthopedic surgery and care center in PalmBeach 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 pain-
free and active again. They serve the areas of
Delray Beach, Boynton Beach, Wellington,Boca Raton and all of Palm Beach County.
South Palm Orthopedics
4800 Linton Blvd,
Delray Beach,FLwww.southpalmorthopedics.com
for various services. Rather than using stock
images, all images are of the doctors around
the office and with patients. There are also
more casual images of the doctors outside of
the office and with atheletes, adding to their
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19
Orthopedic Center of PalmBeach County
4801 S. Congress Ave #100,
Lake Worth, FL 33461
http://www.ocpbc.com/
Creative Critique
THE LOGO MATCHES THE TROPICAL NATURE OF SOUTHPalm, and the runner combined with the
stripes creates a feeling of motion. T h esite 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 profile 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 providersutilize 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.
ACCORDING TO THE SITE, THEY ARE PROUD TO HAVEserved Palm Beach County for over 60 years,
and they provide the best orthopedic and
podiatric care. Their team is Board Certified/
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-the-
art,comprehensive musculoskeletal care to
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 efficient and proper
manner for their body.
Creative Critique
ALL OF THEIR CREATIVE OUTLETS ADD TO THE LEGITIMACYand 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 andindividual doctors come into direct and indirect
competition with ARCs various services. As
Advanced Rheumatology Clinic expands
services to cover many pain management-
related, non-surgical methods, it can look
to other Orthopedic and sports medicine
practices for positioning and opportunities for
expansion.
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As ARC begins to reach for a younger
demographic, specifically 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, utilizeimages 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 official. 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, specifically Dr. Elan Schrier,
was anything that cheapened the look of the
practice. Any sort of sloppiness in websitedisplay 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.
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21Competitive AnalysisSITUATION ANALYSIS
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SOUP
and
SALAD
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23RESEARCHPrimary Research
PRIMARY RESEARCH
FORKS, KNIVES&SPOONSCREATEDANONLINESURVEYTOidentify 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 distributedit 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.
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.
RESULTS
ATTHEBEGINNINGOFTHESURVEY, ITWAS IMPORTANTTOidentify 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 fit 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
fit, 54% stated they have been injured in a
sports related activity. Most injuries includedsprained 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-five 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
Research
SURVEY RESPONDANTS BREAKDOWN
Age
16-19
20-2425-34
35-44
45-54
55-64
%
2%
22%
4%
7%
46%
19%
Bar visualization
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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
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 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 significant as
ARC is only one of 16 accredited sites and
the only one in Florida to be certified in using
the ultrasound technology.
Seventy-four percent of respondents had
heard of rheumatology, which is positive
feedback for ARC. Of that group, 31% heardof 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 field. 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 in-
office treatment, and surgery. 75% would
prefer physical therapy as their first choice.80% of respondents had injections and in-
office 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
important that a doctor takes their type of health
insurance. When ranking the importance from0 (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
RESPONDANTS TYPICALLY
TRAVEL FOR HEALTHCARE
Answer: Minutes
1-10
11-20
20-30
30-45
45
%
14%
50%
21%
12%
3%
Bar visualization
WHEN SEEKING MEDICAL CARE, HOWIMPORTANT IS IT THAT THEDOCTOR IS ACCREDITED?(0 Not Important - 10 Extremely Important)
Answer: Average
8.64
Visualization:
notimportant
extremelyimportant
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
WHEN SEEKING MEDICAL CARE,RESPONDANTS....Answer:
Follow their physiciansrecommendations
Research a potential Doctor
Ask family or friendsfor a referral
Respond to advertising
%
57%
8%35%
0%
Bar visualization
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25
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 theSouth 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 55-
64, 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 fits with ARCs desired clientele of
affluent 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 findings 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 theirnon-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.
RESEARCH
Primary Research
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SECONDARY RESEARCH:
SPORTS MEDICINEThe purpose of this research is to summarize
the growing field of sports medicine as a whole,
while taking some extra attention to highlight
specific areas pertinent to this campaign.
Break Down
SPORTSMEDICINEISAIMEDATKEEPINGTHEFUNCTIONALITY
of the body working harmoniously forrecreational 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
certification in sports medicine. All five groups
received their certification in 1992, and theindustry 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 defined 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 field but
has seen tremendous growth year after year(Sports Medicine, 2007).
Specific injuries can be more likely depending
on the specific 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, onlyrequiring 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 fixed-in cleat and pedal interface,
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27Secondary ResearchRESEARCH
where the rider experiences pain, heat and
numbness from riding. More importantly for
Advanced Rheumatology Center (ARC), the
diagnosis of Mortons neuroma, a perineural
fibroma 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 WITHand 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 specific
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 practiceis 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
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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 benefit 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 TIcan 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 fixed 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 thatTI 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
field. 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 efficacy. 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 beneficial.
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 Efficacy of Palpation versus
Image-Guided Peripheral Injections in SportsMedicine, 2013).
As mentioned at the beginning, the sports
medicine field 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 betweenthe 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).
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29
The Business of
Sports Medicine
FROM AN ECONOMIC STANDPOINT, THE SPORTS MARKET IS
A 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 populationadmittedly 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 areanother 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 specifically or would
rather ignore it than to see a doctor about pain
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 painwith 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 specifically treat their injuries.
To break this commonality in people the
answer then becomes that a two-part campaign
is needed. Part one focusing on informingindividuals what treatments are available,
specifically 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).
Secondary ResearchRESEARCH
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THE
cold
CUTS
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31ProductMARKETING PLAN
TARGET MARKET
& OBJECTIVES
THE TARGET MARKET FOR THE CAMPAIGN DESIGNED FORAdvanced Rheumatology Center (ARC)
consists of men and woman aged 25-55,
affluent, white and located in the South
Florida area, including the counties of Miami-
Dade, Broward and Palm Beach. This targetmarket 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 traffic, 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 ultrasoundtechnology.
PRODUCT
THEPRODUCTSADVANCEDRHEUMATOLOGYCENTERPROVIDESare 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 TunnelSyndrome, 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 & In-
Office Treatments. Advanced Rheumatology
Center is the only medical office in Floridathat 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 benefit 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
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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 defines 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 offertheir 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-Office
Treatments. These treatments are tailored
specifically to their patients needs. Dr. Hirsh,
Dr. Hutton and Dr. Alvarez will discuss all of
the treatment options and the potential benefitsand risks of each treatment selection with
each patient to find 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 gel-
like substances into a joint to supplement the
viscous properties of synovial fluid (Advanced
Rheumatology Center, 2010). Steroid
injections can be used to target effective anti-
inflammatory treatment to a specific 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 fit, 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 thatsports injuries are common among the selected
target audience and advertising the different
treatment options Advanced Rheumatology
Center offers will benefit 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 significant as our
client is only one of 16 sites and the only one in
Florida to be certified in using the ultrasoundtechnology. When asking our respondents
if they had even heard of rheumatology,
74% answered yes. Based on these findings,
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
PRICINGFORTHESEDIFFERENTPROCEDURESVARIESBASEDon the patient and their insurance coverage. In
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33
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.
PLACEMENT
THE PLACEMENT FOR ARC IS CONVENIENT, BECAUSEall of their services and procedures are
currently located under one roof. The three
rheumatologists, one physician assistant and23 clinical and administrative personnel work
at one 3,400 square foot office in Delray
Beach. The exact address is 15300 Jog Road,
Suite 101, Delray Beach, FL 33446. T