The Scientific Approach to Marketing Effectiveness Jeffrey Spiegel, MD, FACS Professor Boston University School of Medicine Candace A. Quinn, MM, BS Brand=Experience Questions about Advertising • Should I advertise? • How much should I spend? • Where? – Internet – Social Media – Print – Radio – TV • What should my ad look like? 1
Social Media • What is it? • Who’s using it? – Young, employed, educated individuals. 60 ‐ 70% said they would use the internet as a source of information on plastic surgeons and surgical procedures. Wong, WW. Gupta, SC. Plastic Surgery Marketing in a Generation of “Tweeting”. Aesthetic Surgery Journal 31(8) • 972 ‐ 976. Social Media! 2
Social Media • Who’s using it? – Most: Miami, FL (50% , 46% ) – Least: Last Vegas, NV (21% ,11% ) • What are they saying? – NY: I was in a magazine (56%) – Beverly Hills: I was on TV! (54%) What about Print Advertising? People learn about plastic surgeons in different ways: • – Magazine Ads: 35% – Television Shows: 34% – Television Ads: 28% – Newspaper Ads: 23% – Internet: 18% Where would you go to find a surgeon? • – Family / Friend: 69% – PCP: 58% – Internet: 17% – Phone Book: 1% – Television Show: 0.5% Wong WW, Camp MC, Camp JS, Gupta SC. The Quality of Internet Advertising in Aesthetic Surgery: An In ‐ • Depth Analysis. Aesthetic Surgery Journal 30(5) 735 ‐ 743, 2010. 3
Is Print Still Valuable? Using Neuroscience to Understand the Role of Direct Mail. Millward Brown and the Centre for • Experimental Consumer Psychology at Bangor University. (2010) – Tangible Materials leave a deeper footprint in the brain (not just because of sense of touch). – Physical Material is better connected to memory. – Physical Material involves more emotional processing – important for memory and brand associations. – Physical Materials produce more brain responses connected with internal feelings. Ads are “internalized” more. What do patients care about? Rank these… • Travel Distance • Years in Practice • Board Certification • Method of Referral • Office Décor • Cost Waltzman JT, Scholtz T, Evans GRD. What patients look for when • choosing a plastic surgeon. Annals of Plastic Surgery. 66(6) June 2011. 4
Does this effect your advertising? • Board Certification: 40% • Referral: 24% (MD > friend) • Distance: 13% (30 minutes) • Décor: 9% • Years in practice: 8% • Cost: 7% (values represent relative importance) Considerations in Construction of an Advertisement • Endorsement – Celebrity vs Expert (e.g. MD) • Framing – Positive or Negative Positive: “Will make you look five years younger.” Negative: “If you don’t do this, you’ll look older than ever.” • Rewards – Extrinsic vs Intrinsic Extrinsic: “All of your friends will be jealous.” Intrinsic: “You’ll feel better about yourself.” So what works? 5
Want people to like your Ad? • Highest Ad Likability with celebrity endorser, using positive framing and extrinsic reward. Wu WY, Linn CT, Fu CS, Sukoco BM. The Role of Endorsers, Framing, and Rewards on the Effectiveness of Dietary Supplement Advertisements. • Journal of Health Communication, 16:54 ‐ 75, 2012. What about for Cosmetic Surgery? Women, aged 20 ‐ 30, were most likely to report high • “Ad Liking”, and willingness to visit for consultation when exposed to a celebrity endorser with an emotional message rather than a rational one. There is a significant interaction effect • on intent to visit the advertised clinic for a consultation for an ad with a celebrity spokesperson with an emotional message as opposed to an ad with a non ‐ celebrity spokesperson and a rational message. Kang M, Goodman JR. Effects of Spokesperson and Message Type on Cosmetic Surgery Advertising Among Korean Women. American • Academy of Advertising Conference Proceedings (201). 6
Considerations for Advertisements Millward ‐ Brown: Engaging Consumer’s Brains: The Latest Learning, 2007. • • Need engagement – need to have observers use mental energy on your ad • Must be relevant at the time and place of observation. – Where is your ad? • Consider “Content related advertising”. – What are people looking to do while watching TV versus reading or surfing the web? • Entertainment vs information as a goal. • Getting in the way has a negative effect. • Don’t overwhelm… Keep it Simple. Creating a Good Cosmetic Surgery Advertisement • But there’s so much more to consider! – Color, layout, images, promotions, credentials, “before and after” pictures, model or real patients, services, discount physician image… 7
What Features of An Advertisement are Preferred by Prospective Patients? • Patient Preferences in Print Advertisement Marketing for Plastic Surgery Akshay Sanan B.A., Candace Quinn B.S., M.M, Jeffrey Spiegel M.D.* Accepted for Publication: Aesthetic Surgery Journal Methods • Paid Research Survey by Professional Market Research Firm. Screened for likely or experienced cosmetic surgery patients in affluent areas of Atlanta, Boston, Chicago, Dallas, Denver, Las Vegas, Los Angeles, Miami, New York City, Phoenix/Scottsdale, Seattle, and Washington, DC, with the majority of participants from the NYC and LA markets. 8
Five Published (or created) Advertisements Demographics • 404 Respondents – 80% women, typically aged 35 ‐ 65, 50% had a procedure in last 5 years, all remaining likely or very likely to have one in the next 2 ‐ 5 years. – 87% Caucasian – 71% with 4 ‐ yr college degree or more – All household incomes >$75,000 9
Questions What is the main message of the ad? • Open ended Questions about the ad • What is your overall impression? – What do you not like about the ad? – If you liked nothing about the ad, tells us why. – Is this ad believable? • Does it differentiated from other ads? • Does the ad have a message worth remembering? • Does the ad speak to things you care about? • Does the ad make you curious to learn more about the practice / physician? • Does the ad give you good reason to use this doctor group? • Select three words that express your emotions after reading this advertisement.. • Give the ad an overall grade. • What is the main message here? • Being Beautiful is Possible (49%) • I could be Beautiful (31%) • Being Beautiful is important (21%) 10
Overall Impression? EveryBODY is beautiful – universal appeal. Nice colors. Nice photography of the women. Natural. Relatable. Good credentials. What don’t you like? Models – not real, no men, no procedure list, motto misleading. 11
More Comments Believable? • – 60% ‐ somewhat. Differentiated from other ads? • – 51% ‐ somewhat. Message worth remembering? • – 41% ‐ somewhat. – 39% ‐ definitely. Spoke to things you care about? • – 46% ‐ somewhat. – 34% ‐ definitely. Curious to learn more? • – 43% ‐ somewhat. – 34% ‐ definitely. Good reason to use this doctor / group? • – 48% ‐ somewhat. Final Impressions • Three words that express your emotions after reading this ad… – Comfortable – Hopeful – Respected – Confident – Supported • Describe this ad: “easy to follow”, “nice”, “fresh”, engaging, “interesting”. • Overall grade: A ‐ 12
What is the main message here? • Being Beautfiul is possible • I need surgery from this group • I could be beautiful • “none of the above” Overall Impression? Good motto, good photo, looks professional, good credentials 13
What don’t you like? Feels fake, feels stages, feels too professional to be real, too many men, too serious. More comments Believable? • – 50% ‐ somewhat. (60) – 40% ‐ definitely. Differentiated from other ads? • – 43% ‐ somewhat. (51) – 34% definitely. Message worth remembering? • – 45% ‐ somewhat. (41) – 33% ‐ definitely. (39) Spoke to things you care about? • – 46% ‐ somewhat. (46) Curious to learn more? • – 44 ‐ somewhat. (43) Good reason to use this doctor / group? • – 45% ‐ somewhat. (48) 14
Final Impressions • Three words that express your emotions after reading this ad… – Confident – Knowledgeable – Comfortable • Describe this ad: “easy to follow”, “nice”, engaging, “interesting”. • Overall grade: B What is the main message here? • Being Beautfiul is possible • Some people need surgery to be Beautiful • I could be beautiful 15
Overall Impression? Before / after photos of real patients, physician in action is good What don’t you like? Before and after pictures good – but patients weren’t attractive enough before surgery, working physician too dramatic, no credentials listed 16
More comments • Believable? – 50% ‐ somewhat. (60, 50) • Differentiated from other ads? – 42% ‐ somewhat. (51, 43) • Message worth remembering? – 43% ‐ somewhat. (41, 45) • Spoke to things you care about? – 47% ‐ somewhat. (46, 46) • Curious to learn more? – 48% ‐ no. • Good reason to use this doctor / group? – 49% ‐ no. Final Impressions • Three words that express your emotions after reading this ad… – hopeful – skeptical – neutral • Describe this ad: “easy to follow”, “cheesy”, “interesting”. • Overall grade: C+ 17
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