MAHPRM SHOW-ME EXCELLENCE AWARDS
2017 Call for Entries
Narrative Template
Category (See Call for Entries)3—Advertising—PRINT
Division (See Call for Entries)
B—production cost greater than $1,500
Entry Number (See Entry Form)
SM660
Entry/Project Name
Mizzou BioJoint Center
Entrant’s Name and Organization
MU Health
Project Goals and Objectives
The goals of the Mizzou BioJoint Center print pieces were to:
· Increase awareness and knowledge of the technique
· Increase call volumes
· Increase the number of surgeries performed
Statement of Opportunity
MU Health Care’s Missouri Orthopaedic Institute houses the first and only BioJoint Center in the nation.
Mizzou BioJointSM brings biological solutions to knee, hip, shoulder, ankle and other joint problems. The difference being in the restoration process. Our surgeons utilize natural tissue grafts of tendons, ligaments, cartilage, menisci and/or bone to improve joint function in individuals. There is no metal or plastic involved.
To increase awareness of the Mizzou BioJoint Center as well as the procedure, the marketing department worked with an ad agency to create a multichannel campaign featuring three Mizzou BioJoint Center patients: Adyson Sullivan, David Burris and Loren Figuero. Using Mizzou BioJoint Center patients allowed the consumer to see how the Mizzou BioJoint Center helped each individual go from injury to returning back to their normal daily activities.
Project Goals and Objectives
The goals of the Mizzou BioJoint Center print pieces were to:
· Increase awareness and knowledge of the technique
· Increase call volumes
· Increase the number of surgeries performed
Project Implementation
For print locally, our target audience was adults 35-49 who are health care decision makers and influencers (athletic coaches, sports agents, parents). When looking at channels of communication for our local audience, our marketing research showed that newspaper indexed high with this target; our audience was 24% more likely than the average adult to be a heavy consumer of print newspaper. They are also 10% more likely than the average adult to be considered a heavy user of magazine. With this information, we placed our three ads in a variety of local publications, including, Inside Columbia and Missouri Medicine, as well as Columbia’s local newspaper, the Columbia Daily Tribune.
To promote regionally with print, we promoted in a Men’s Lifestyle magazine bundle. The bundle included Esquire, Forbes, Fortune 500, Men’s Journal and Sports Illustrated. The Men’s Lifestyle audience is active with a high house hold income. Knowing this we placed Loren’s ad in the first quarter bundle and David’s ad in the second quarter bundle. Loren’s story focuses on going from acute cartilage loss to being an All-American diver and David’s focuses on having a destroyed meniscus to being deployed for duty. Both stories portrayed around active lifestyles.
For a global reach, we placed an editorial in Sky Magazine that is provided on all Delta flights worldwide. Sky delivers 5.4 million monthly readers with a median age of 45, and delivers highly valued consumers who are affluent, decision makers, vacation travelers, adventurous, loyal, socially active and quality-conscious (2016 Fall/Spring GfK MRI).
Results and Evaluation
The Mizzou BioJoint Center print ads have reached a large number of individuals which in turn has increased call volumes and surgeries performed.
· We saw a notable increase in call volumes when advertising, averaging 20-40 calls per week.
· To date, the center has completed 121 BioJoint surgeries. Patients have come from 15 different states and 4 countries, showing that this technique has made an impact not only on those nationally but internationally as well.
· The Mizzou BioJoint Center has also increased referrals across all services provided at the Missouri Orthopaedic Institute. To date, 39 referrals have been made to providers outside of Mizzou BioJoint.
· There were 3,876,199+ impressions from print ads
A few of these include:
Inside Columbia—54,415 readership
Regional “Men’s Lifestyle” bundle—3,207,000 circulation
Delta Sky—604,892 circulation
Missouri Medicine—4,500 circulation
Columbia Tribune—59,807 circulation