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?

  

 

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%