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Michael T. BellJune 2, 2008
Mayfair Medical Group – founded in 1985
Dr. Thomas Amason , Dr. Harry Register, Dr. Judith Habeeb, Dr. Richard Huie
Children’s Health System acquires practice in 1998, for an undisclosed amount.
Medical office - renovated and expanded
New Patient enrollment has become stagnant.
Current patients are becoming ineligible for pediatric care because of age.
Begin a positive public relations campaign to increase new pediatric patients.
Retain children from infancy until college graduation; at which time pediatric care ends.
Become more known to the community.
In order to achieve the goals of the campaign, the objective is to advertise Children’s Homewood Office through various media outlets and special seasonal community events.
The first media outlet would be a website tailored to the practices needs.
Television commercials and radio spots would be used.
Greeting cards would be used to invite friends and family of current patients to come visit the doctor of their choice at a discounted rate for initial appointment.
Newspaper and magazine articles will be placed in the local print media about the practice and each individual physician.
The main audience will be families in the Homewood, Hoover, Mountain Brook, Vestavia Hills and Southside/Downtown area.
Special emphasis will be placed on new parents.
Start campaign with a summer “PR Blitz” that will use television and radio ads to emphasis the importance of healthcare during the summer months.
New website opened with “PR Blitz”.
Host community events starting with picnic and fun-day for families in Homewood Park.
Begin to use mailers to encourage area families to bring in their children for discounted yearly check-ups before returning to school.
Submit articles to The Birmingham News, Lipstick Magazine, The Birmingham Times, Birmingham Magazine, etc.
The campaign will last 5 months
June – Beginning of “PR Blitz”television and radio website
July – Community Picnic at Homewood Parkmail cards to area familiesNewspaper articles
August – Back to School Family Outing at Oak Mountain State ParkMagazine articles
September – In-school seminars for students about health issues
October – Healthy Halloween Masquerade Ball for families and the Museum of Art
MEDIA COST
Website $500
TV Commercials $1000
Radio Ads $500
Mailers $300
Articles $0
EVENT COST
Picnic @ Homewood Park $1000 food, $1000 ent., $150 rental
Back to School @ Oak Mountain $1000 food, $1000 ent., $500 rental, $500 miscellaneous
Seminars $500 gas, $1000 pamphlets - prizes
Healthy Halloween Ball $1000 food, $1000 decorations, $1000 staff, $2500 jazz band, $1000 gifts
TOTALS
MEDIA - $2,300
EVENTS - $13,150
TOTAL - $15,450
POLLS
SURVEYS
NEW PATIENTS
Amason, Dr. Thomos G. (2008, May 28). [Increasing New Patients]
Bell, Etta R. (R.N.) (2008, May 28). [Increasing New Patients]
Mayfair Medical Group. (2008, May 28). Mayfair Medical Group Overview 1996
