The Scientific Approach to Marketing Effectiveness Jeffrey Spiegel, - - PDF document
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?
Professor Boston University School of Medicine
Brand=Experience
972‐976.
– Magazine Ads: 35% – Television Shows: 34% – Television Ads: 28% – Newspaper Ads: 23% – Internet: 18%
– Family / Friend: 69% – PCP: 58% – Internet: 17% – Phone Book: 1% – Television Show: 0.5%
Depth Analysis. Aesthetic Surgery Journal 30(5) 735‐743, 2010.
Experimental Consumer Psychology at Bangor University. (2010)
choosing a plastic surgeon. Annals of Plastic Surgery. 66(6) June 2011.
Journal of Health Communication, 16:54‐75, 2012.
“Ad Liking”, and willingness to visit for consultation when exposed to a celebrity endorser with an emotional message rather than a rational one.
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.
Academy of Advertising Conference Proceedings (201).
Akshay Sanan B.A., Candace Quinn B.S., M.M, Jeffrey Spiegel M.D.* Accepted for Publication: Aesthetic Surgery Journal
– What is your overall impression? – What do you not like about the ad? – If you liked nothing about the ad, tells us why.
EveryBODY is beautiful – universal appeal. Nice colors. Nice photography of the women. Natural. Relatable. Good credentials.
Models – not real, no men, no procedure list, motto misleading.
– 60% ‐ somewhat.
– 51% ‐ somewhat.
– 41% ‐ somewhat. – 39% ‐ definitely.
– 46% ‐ somewhat. – 34% ‐ definitely.
– 43% ‐ somewhat. – 34% ‐ definitely.
– 48% ‐ somewhat.
Good motto, good photo, looks professional, good credentials
Feels fake, feels stages, feels too professional to be real, too many men, too serious.
– 50% ‐ somewhat. (60) – 40% ‐ definitely.
– 43% ‐ somewhat. (51) – 34% definitely.
– 45% ‐ somewhat. (41) – 33% ‐ definitely. (39)
– 46% ‐ somewhat. (46)
– 44 ‐ somewhat. (43)
– 45% ‐ somewhat. (48)
Before / after photos of real patients, physician in action is good
Before and after pictures good – but patients weren’t attractive enough before surgery, working physician too dramatic, no credentials listed
– 50% ‐ somewhat. (60, 50)
– 42% ‐ somewhat. (51, 43)
– 43% ‐ somewhat. (41, 45)
– 47% ‐ somewhat. (46, 46)
– 48% ‐ no.
– 49% ‐ no.
Simple, short message, beautiful woman, discount, credentials, doctor seems young.
Many negative comments: Distasteful representation of the woman and her breasts, scantily clad, model, distasteful and discrediting to offer a coupon.
– 52% ‐ somewhat. (60, 50, 50)
– 52% ‐ not at all. (51, 43, 42 ‐ somewhat)
– 37% ‐ somewhat. (41, 45, 43) – 43% ‐ not at all.
– 37% ‐ somewhat. (46, 46, 47) – 48% ‐ not at all.
– 53% ‐ no. (48)
– 53% ‐ no. (49)
Motto, comfort and privacy, color, image, procedure list, credentials, MFA seal
Old fashioned, motto too lofty, credential list too long, doctors of too many specialities.
– 61% ‐ somewhat. (60, 50, 50, 52)
– 47% ‐ not at all. (51, 43, 42 ‐ somewhat)
– 46% ‐ somewhat. (41, 45, 43, 37) – 30% ‐ not at all.
– 44% ‐ somewhat. (46, 46, 47, 37) – 30% ‐ not at all.
– 40% ‐ somewhat
– 45% ‐ somewhat.