fks campaigns book final

8/13/2019 FKS Campaigns Book Final

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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.



26/113

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


28/113

SOUP

and

SALAD


29/113

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

fks campaigns book final

Documents