Family Health CenterGroup 5.6

Our Goal To market to pregnant women ages 21

and over who need dental care To increase awareness of Family

Health Center, and provide incentives for pregnant women in need of dental care to seek the services that Family Health Center provides

Description of our project Pregnancy health awareness

day› Bi-annual seminar› Speeches by health

professionals› Child care giveaways › Drawings for larger prizes› Contact information

collected

Description of our project Marketing for Pregnancy health awareness day

› Flyers will be used to advertise for this event These flyers can be distributed to partner agencies of

the Family Health Center, along with local businesses, churches, food stamp centers, and Medicare/Medicaid application centers.

› Custom branded bracelets featuring Family Health Center’s name will also be used for marketing

Each bracelet will be packaged with an information card in English and Spanish talking about the services offered by Family Health Center

Target Market All pregnant women, aged 21 and older.

Specifically those who need dental care and who are living in poverty.› Demographics: Includes women, over the

age of 21 and older, who live in low income households/poverty.

› Psychographics: The motives of this organization are to appeal to low income/poverty families, offering low cost dental care, even going as far to say if you have no way of paying, they will cover you.

› Geographics: Within McLennan County.

Marketing Research Problems and Opportunities

Our group took a trip to a Family Health Center location to interview pregnant women in order to get a deeper insight about how we could enhance our idea› We asked several questions in an attempt

to find out how Family Health Center could better market itself and what would make a pregnancy health seminar more attractive to attend

Marketing Research› While analyzing our data, the first thing

that stood out is that every person we talked to would want to take advantage of the services offered by the FHC if they knew of the services they provide.

› The next trend that we noticed is that most of the subjects interviewed preferred free items to be offered to attend a FHC seminar.

Marketing Research

34%

22%

22%

11%

11%

Marketing Strategies the FHC Should Pursue

Flyers (34%)

Radio (22%)

Local Businesses (22%)

Billboards (11%)

Newspaper (11%)

Distribution Selective distribution

› Flyers and brochures will be distributed to select places such as Family Health Center locations, food stamp centers, and Medicare/Medicaid facilities

› Bracelets will be distributed to Family Health Center locations

Seminar items› Branded toothbrushes and baby

bottles

Branding and Packaging Branding ideas

› Family Health Center’s name on toothbrushes, baby bottles, bracelets.

Packaging ideas› Either specialized plastic bags or baskets for

the toothbrushes and baby bottles › Silicon bracelets will include a Family Health

Center information card in English and Spanish.

Budgeting and Implementation

Budgeting information› Cost per bracelet: 10 cents› Cost per baby bottle and toothbrush: 60

cents› Suggested starting quantity of 500 each

Marketing Implementation› Year round distribution of brochures and

flyers› Bracelets distributed at Family Health

Center locations› Biannual seminars begin August 2011

Q&A

Family Health Center

Group 5.6Deliverable Final

Environmental Analysis

Industry 1500 births/yr Health/ dental care Growing Poverty Dental CareKey Competitors in the Product

Category People don’t understand the importance

and need of dental care during pregnancy

Environmental Analysis

Economic Not having the money to take care of teeth Even with 20 dollar co-pay that money could

go toward other medical bills Unemployment rate 4.8%Political/Legal/Regulatory Universal health care (Obama care) may not

cover pregnancy dental careSocio-cultural Not understanding the importance of dental

care during pregnancy

SWOTStrengths

-Very knowledgeable staff-State of the art technology-Good access to resources-Good financing-Great convenience-Many locations

Opportunities-Expansion of facilities-Possible locations elsewhere-Opportunities for training and interns-More marketing-Getting better capital and equipment

Weaknesses-Lack of advertising/marketing-Inability to get themselves known-Only $49,685 to provide general healthcare to McLennan County

Threats-A need to serve so many women throughout McLennan County, and these women not knowing about Family Health Center-Not having enough capital to serve everyone

Description of our project

To market to pregnant women ages 21 and over who need dental care, we think that the Family Health Center could hold a pregnancy health awareness day on a certain day of every month. It could be a seminar where doctors and professionals focus on dental care but also cover other areas of pregnancy health. There can be incentives for pregnant women to go. After the informative seminar, the women would have to give their contact information before collecting whatever free items are prepared for them. This way, the Family Health Center would be able to follow up on these women and track if they are getting the care that they need. Once they give their contact information and get the free items, the Family Health Center could engage the women by having them play a trivia game about pregnancy health. This gives extra incentives for the women to go.

Description of our project (cont…)

The Family Health Center can use bracelets and flyers to advertise for this event. These flyers and bracelets can be distributed to partner agencies of the Family Health Center, along with local businesses, churches, food stamp centers, and Medicare/Medicaid application centers.

Our Initiative Our goal is to increase the number of

pregnant women who are aware of the services that Family Health Center provides. Also, we want to spread awareness of the dangers of not having proper dental care while pregnant. We are looking to get donations for care baskets. Another goal of ours is to increase the usage of the resources that the Family Health Center provides for the women.

Target Market All pregnant women, aged 21 and older.

Specifically those who need dental care and who are living in poverty. Demographics: Includes women, over the age of

21 and older, who live in low income households/poverty.

Psychographics: The motives of this organization are to appeal to low income/poverty families, offering low cost dental care, even going as far to say if you have no way of paying, they will cover you.

Geographics: Within McLennan County.

Customer Profile The key unmet needs are that these women

need dental care while they are pregnant and they also need to be aware of the problems that exist if they do not maintain good dental hygiene. There are approximately 1,500 births per year that fall into the target market and area that the organization is reaching out to. The target market is low income so the women are going to be spending and eating a lower quality food, and they are not going to have much money to spend on medical expenses.

Perceptual Map High Quality

Low Quality

High CostLow Cost

Hillcrest

Care Net

Family Health Center

Marketing Research Process

Step 1: The problem: There are pregnant women in

need of dental care who lack awareness of the services that the Family Health Center provides. And there is a lack of use of the Family Health Center’s resources.

The opportunity: The Family Health Center has the equipment and capacity to treat these women, whether or not they have healthcare. It just needs to be properly advertised.

Marketing Research Process

Step 2: Research questions (in notes) How/when the data will be gathered▪ -Each group member will conduct one depth interview

with the questions provided in this slide’s notes.▪ -The interviews will take place over the next few

weeks until after spring break. How the data will be analyzed▪ -We will look at the answers to our research questions

in an attempt to find trends ▪ -We want to discover ways that we can make our

project better based on interview answers.

Marketing Research Process

Step 3: Our universe of interest is impoverished

pregnant women over the age of 21. Our sample will be representative of the

population Frame and/or random error may

naturally occur.

Marketing Research Process

Step 4 We sent a team to a FHC location to

interview pregnant women and ask them about how the Family Health Center should go about marketing to pregnant women in need of dental care.

Questions that were asked focused on marketing strategies and what potentially free items people would be most interested in.

Marketing Research Process

Step 5 While analyzing our data, the first thing

that stood out is that every person we talked to would want to take advantage of the services offered by the FHC if they knew of the services they provide.

The next trend that we noticed is that most of the subjects interviewed preferred free items to be offered to attend a FHC seminar.

Marketing Research Process

Step 5 (cont…) Perhaps the most important question

that we asked during our interviews was how the FHC could better market to their target audience. Our findings are shown in the following pie chart:

Marketing Research Process

Marketing Strategies the FHC Should Pursue

Flyers (34%)Radio (22%)Local Businesses (22%)Billboards (11%)Newspaper (11%)

Marketing Research Process

Step 6 – A report of our findings We now know there is a unknown amount of

demand from people who are unaware of the services provided by FHC.

We also know that our seminar needs to offer free items for pregnant women who attend.

Finally, based on our marketing research, we believe that flyers advertising FHC and the services they provide are the best form of advertising to FHC’s target audience. These flyers should be in English and Spanish.

Distribution The distribution method or intensity that will

be used for Family Health Center is selective distribution.

The Family Health Center can create the flyers and brochures to offer them directly to the consumer (pregnant women).

Flyers and brochures will be distributed at key Family Health Center locations to promote our ideas.

Flyers and brochures will also be distributed at other locations to help awareness.

Distribution (cont.) The custom bracelets will be ordered from

24hourwristbands.com, ordered in a batch quantity of 500, and distributed to Family Health Center.

The bracelets will then be distributed to key Family Health Center locations for availability to pregnant women.

Novelty items offered at Family Health Center include: toothbrushes, toothpaste, and baby bottles. Custom toothbrushes and baby bottles with FHC logo

ordered from websites, and delivered to Family Health Center.

Branding

Branding: We are branding the Family Health

Center’s name on different types of merchandise to establish a better way to reach pregnant women in need of dental care.

The Family Health Center name/brand (“FHC”), will be going on rubber bracelets, broachers, flyers and even the toothbrushes and baby bottles that are included in the free basket.

Packaging

Packaging: With our free care baskets that we are

offering at the Family Health Center, we will be packaging them in either heavy plastic bags or wicker baskets. These will contain toothbrushes, toothpaste and baby bottles.

The silicon bracelets will be individually packaged in clear plastic wrapping. Each will include a FHC information card in English and Spanish.

Integrated Marketing Communications

Our marketing strategy consists of promoting Family Health Center through brochures, flyers and custom wristbands at key Family Health Center locations to promote the seminar event to be held. The seminar event will then offer free novelty items to

those who attend

Brochures will be used to gain attention, the flyers and bracelets will create interest for the women to attend, and the free novelty items will spark desire for the women to follow up with Family Health Center.

Budgeting

Bracelets: $.10/bracelet starting out at 500 bracelets being distributed for a total of $50.

Toothbrushes/baby bottles: $.60 for a combined package of two starting out at 500 sets for a total of $300.

TV/radio spots- dependent on time and station

Measured Objectives

Non-profit organizations do not seek to gain a profit, however they do want to cover their expenses.

However, the measured objectives of our project do not need to be measured in strictly financial terms, but instead the number of people that our project is able reach and the effectiveness of our marketing campaign.

Marketing Implementation

Brochures handed out year-round Heavier distribution of flyers up to a

month prior to the seminar. This includes at locations such as local businesses, churches, food stamp centers, and Medicare/Medicaid application centers

Branded bracelets will be distributed by the Family Health Center at their locations

Biannual seminars begin on August of 2011

Measurement of Seminar Effectiveness

In order for the Family Health Center to measure how effective this seminar is, the women will give their contact information as they receive their free items. This contact information includes name,

phone number, address, email address. All of this information will help the FHC

follow-up on the women that attend the event to ensure that they receive the care that they need.