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Advertising Alone - Case Study 5 (Physician Response)
Study Objective
To determine whether a print advertising campaign in medical journals alone can generate physician response.
Methodology
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The organization Doctors of the World, which had no awareness and no past promotion, was selected.
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A "typical" launch schedule was developed for 6 months (from May through October 1996).
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The campaign was targeted to General Practitioners, Family Physicians, Osteopaths, and Internal Medicine Specialists.
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18 medical publications participated in the test
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Results
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During the test period, 3,338 calls were received by Doctors of the World (800 in the first month).
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After conclusion of the test period, calls continued to increase.
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Source: AMP (Association of Medical Publications)
AHMD (Association of Healthcare Media Directors)
Doctors of the World
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