A medical group recently conducted an advertising campaign for its new pediatric orthopedics department. After 4 weeks, a telephone survey found that 42% of the families with children under the age of 18 years were aware of the service. Six months later, it found that 12% had actually used the service and 3% said they were regular users of the facility for their children’s orthopedic needs. Compare this organization’s advertising performance to that of the hospital discussed in Table 14-7 in this chapter. How does this organization compare in terms of its media, creative, and service effectiveness ratios? Where might the medical group need to make adjustments?

  

 

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Albare Monitoring Advertising Campaigns Total Families in Target Population Aware of Service Tried Service Use Service Regularly Media Effectiveness Ratio (B/A) Creative Effectiveness Ratio (C/B) Service Effectiveness Ratio (D/C) Media Service Effectiveness Rates Neighborhood A Neighborhood 100% 100 88% 11% 43 86% 12.5% 36.4% 255 19.7% 16.7% Albare Monitoring Advertising Campaigns Total Families in Target Population Aware of Service Tried Service Use Service Regularly Media Effectiveness Ratio (B/A) Creative Effectiveness Ratio (C/B) Service Effectiveness Ratio (D/C) Media Service Effectiveness Rates Neighborhood A Neighborhood 100% 100 88% 11% 43 86% 12.5% 36.4% 255 19.7% 16.7%

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