And now a word from our sponsor: Medical practice branding using cable television

MGMA Connexion, Aug 2004 by Miaoulis, George Jr, Kissinger, Mark, Fiorilli, Mary Ann

Genesis Medical Group is an independent primary care practice with nine locations in the affluent North Hills suburbs of Pittsburgh. The organization, with 18 physicians and six nonphysician providers, has strong professional management and physician leadership.

Competitive pressure prompted us to develop an identity and awareness program to set us apart. The idea for "branding" the Genesis Medical Group began at a Pittsburgh Pirates baseball game, when a fan sitting near one of the physicians said, "You're that doctor I see on television." The doctor, who appears in a nursing home commercial on cable TV, realized that the medium could allow Genesis to increase its reach. Our physicians and management liked his idea and agreed to a branding campaign.

What is branding and why is it important?

Branding is the process of developing an identification, awareness and added value for a product or service beyond its basic function. Brand personality is the set of human characteristics associated with a product or service. Brand equity is the value derived by the consumer from a product or service beyond the functional benefits provided.

The consumer receives value from a product or service beyond its functional benefits. For example, a first-time cancer patient is more likely to seek a well-known cancer center than a specific physician. The patient attaches added value to the organization because of its perceived expertise and quality.

Genesis' branding goals

In management team meetings, Genesis Medical Group identified goals for its branding strategy:

* Improve/develop awareness of Genesis among existing clients as a patient-centered primary care practice with high-quaiity physicians and strong patient-physician relationships;

* Let current patients know that if they relocate or seek a different provider style, they can visit a different Genesis location;

* Develop positive awareness and name recognition among potential new patients, especially young families;

* Create practice pride among the 152 employees;

* Develop positive awareness and name recognition among community and academic physicians and health care administrators to enhance physician recruitment from nearby residency programs;

* Develop positive awareness and name recognition among insurers to strengthen our position in contract negotiations; and

* Support an independent practice that encourages individual physician styles and goals.

Although we had used local newspapers to announce new physicians to the community and promote events, such as a physician speaking at a health fair, we had not measured the cost/benefit relationship of advertising.

Because our management team conceptualized the advertising goals clearly, our physicians quickly approved the campaign.

Scheduling the advertisement

With the local television provider, we decided on continuous scheduling as the best strategy. This approach is suitable for products and services that consumers routinely purchase and use year 'round.

Viewership data showed that our primary target market is women with children at home, who typically make 80 percent to 85 percent of the family health care decisions. We chose CNN, ABC Family, Nickelodeon, TNT, TBS, History, MSNBC and Lifetime for programming options.

We negotiated an affordable media plan:

* 5,460 thirty-second spots over 12 months;

* Three time slots per day for a total of 15 spots per day; and

* $5.35 per spot airtime cost = $28,000 per year (not including $3,000 production cost).

We then selected a production company with experience producing health care commercials. Our ad began airing in mid-October 2003.

Message strategy, supplemental advertising

We knew that relying on a single television commercial is risky - after all, the average consumer sees thousands of commercial messages a day. Therefore, we decided to supplement it to strengthen its impact. We:

* Showed an 800 number for the practice on the bottom of the screen of the commercial;

* Provided a welcome package for people responding to the ad and to new patients;

* Showed the commercial on the Genesis Web site;

* Held an all-staff event to show the commercial, answer questions and provide employees with answers to patient questions;

* Sent videotapes of the commercial to administrators at area hospitals and directors of family practice residency programs;

* Surveyed current patients for their reactions to the commercial; and

* Asked new patients if they have seen the commercial and how they respond to it.

Initial results

Although it is too soon to show dramatic results - this article was written about three months after the commercial first aired - this is what we can attribute to the advertisement:

* Physicians and staff have a renewed sense of pride and energy - so much so that this alone is worth the cost of the commercial;

* Patients like the commercial and seem more satisfied with the practice's services;

* Word-of-mouth referrals are increasing;

* The 800 number receives 15 to 20 calls per month; and

* The practice's management team and physicians have a broader understanding of the role of advertising and marketing in a medical practice.