The Physician s Guide to. arketing. Advertising. Helpful hints to support your business

Transcription

1 The Physician s Gide to M arketing & Advertising Helpfl hints to spport yor bsiness

2 Dear Medifast Physician, Enclosed yo will find many helpfl hints and advertising gides to spport yor clinical bsiness. The Medifast Physician s Gide to Marketing and Advertising is a resorce to help yo sccessflly meet indstry challenges. It provides an overview of basic marketing practices to help bild and promote yor Medifast Program. Medifast is committed to the sccess of yor practice and yor patients. Together, we can help people achieve their weight management and ntritional goals. If yo have any qestions or concerns please contact or professional services department at (800) Warmest Regards, Medifast, Inc. Table of Contents Marketing Tools/Materials Advertising Policies & Procedres Finding Yor Target Adience Ways to Boost Yor Bsiness Sample Physician Letter Sample Radio Scripts Sample Press Releases Forms

3 Marketing Tools/Materials print advertisements The Medifast print advertisements are saved on the accompanying advertising CD as Adobe PDF files. These files may be viewed sing Adobe Acrobat Reader. If yo do not have this program it can be downloaded free of charge from Yo may personalize the entire contact information area of the ads. Yo will not be able to save yor personalized ad nless yo have an Adobe Acrobat Writer program. However, yo can send the chosen PDF ad along with yor personalized contact information to the pblication in which yo wish to rn the ad. Typically, they can insert yor contact information. If the pblication cannot perform this service, yo may yor contact information and ad choice to Please allow 1-2 bsiness days for cstomization. Image cd The Medifast Physician Image CD contains many prodct pictres, logos, and other images. If yo have Adobe Photoshop, Qark Xpress, or another design program, yo can se these images to create yor own ads. If yo do not have sch a program, yo may have someone else, sch as an ad agency, se these images to create an ad for yo. Any advertisements not provided by Medifast mst be sbmitted for approval prior to rnning. Please print the Co-op Advertising Agreement Form, Reqest for Advertisement Approval Form, and Fax Cover Sheet, which can be fond on the Advertising CD, or copy them from this book. Please fax yor completed docments to (410) Attention: Marketing. Yo may also proofs to Doctors@ChooseMedifast.com. Corporate copon reimbrsement Sample Advertisement If a patient brings in a Medifast copon issed on a Corporate Medifast advertisement, yo may honor the copon towards Medifast prodcts and complete the Co-op Copon Reimbrsement Claim Form (page 14). Copon reimbrsement claims may be sbmitted at the end of each qarter. Reimbrsement is defined as credit toward a ftre prodct prchase. The company will credit yor accont based on Medifast wholesale pricing schedles. Fax the completed form along with a copy of the patient s invoice and the copon to (410) Attention: Marketing. Please do not honor the copon nless the patient presents it at yor office by the expiration date. 1

4 Advertising Policies and Procedres Medifast has created the Co-op Advertising Program to assist with the promotion of yor Medifast practice and help yor bsiness grow. The Medifast Co-op Advertising Program will provide yor clinic with the competitive edge yo ve been looking for. How it works Medifast credits yor accont for 50% of advertising placement costs, p to 3% of yor net prchases of Medifast prodcts for the calendar year, for eligible clinics and offices. This credit may be sed for ftre Medifast prchases only. For example: If yo prchase $100,000 of Medifast prodcts in 2008 and yo spend $6,000 on advertising, yo wold receive $3,000 in credit towards a ftre Medifast prchase. Eligibility Simply fill ot the Medifast Co-op Advertising Agreement Form (page 13) and fax it to Medifast at (410) for approval. Reimbrsement Medifast will provide reimbrsement for most traditional methods of promotion. Reimbrsement for non-traditional methods of promotion, sch as direct mail, shold be discssed with the Medifast Marketing Department prior to the lanch of yor campaign. Medifast will provide approval for yor advertisement based on or discretion. Simply fill ot the Reqest for Advertisement Approval Form (page 12) and fax it to Medifast at (410) Yo mst sbmit a Co-op Reimbrsement Claim Form by December 1 of each calendar year. Medifast will process yor claim and credit yor accont for ftre prchases by December 15. NOTE: If yo are reqesting reimbrsement for an ad rnning in December, yo are permitted to sbmit a qote from the company with whom yo have prchased the spot as proof of performance. reqirements If yo choose to create yor own ad, fax a Co-op Advertisement Pre-Approval Form to Medifast along with a copy of the ad or script. Approval is reqired prior to pblic display. Failre to have ads preapproved will reslt in ineligibility for reimbrsement. Procedre Fax the signed Reqest for Advertisement Approval Form to the Medifast Marketing Department. Yo will receive an confirmation within three (3) bsiness days. After receiving approval from Medifast yo may place the ad and rn it as many times as yo like. Complete yor Co-op Reimbrsement Claim (to be filed by December 1 of each year). Yo mst provide proof of performance sch as a tear sheet or copy of the ad and invoice. 2

5 Marketing Yor Medifast Program Finding yor target adience It is nlikely that yo wold treat a patient withot knowing his or her medical history. Similarly, yo shold not delve into promoting yor Medifast Program withot knowing yor target adience. Yor target adience is the grop yo want to inform abot a service, prodct, or, in this instance, yor Medifast Program. It is the grop most likely to need and benefit from the services offered throgh yor Medifast Program. Once yo have identified yor adience, yo will be able to develop a marketing plan that effectively combines pblic relations and advertising. developing message points How do yo want to be perceived by yor target adience? What wold yo like to commnicate? Consmers often cannot distingish one weightcontrol program from another. It is yor job to help them nderstand the difference. Develop key message points to convey to yor target adience. These points shold be the nderlying message in every advertisement or commnication tool sed in marketing yor Medifast Program. A few message points that shold be standard for any Medifast practice are: l Medifast is a clinically proven program for the treatment of overweight and obesity, complete with physician spervision and medical monitoring. l Medifast is a weight-management program, not jst a prodct. l If yo are 20% or more over ideal body weight, see yor physician. l The Medifast Program promotes continity of care and the one-on-one relationship between patient and physician. sing the medifast marketing gide Word of moth can be yor best referral sorce or yor worst enemy. Statistics indicate that for every good experience a patient has, he or she will tell five people; for every bad experience, he or she will tell ten people. So keep yor patients happy and informed. Yo may also want to inclde information abot the Medifast Program in yor company or inter-office newsletter. The newsletters shold also be placed in yor waiting room for easy accessibility by all patients, as well as distribted at health fairs and commnity events. issing press releases Press releases serve as teasers to let editors, reporters, and prodcers know that yor Medifast Program is offering something special. Press releases shold be doble spaced and, ideally, no more than one or two pages in length. Yo do not have to pay for placement of a press release, nor is an editor obligated to se the release or prse the story. 3

6 When yo have a press release to isse, follow the steps otlined below to ensre that it is forwarded to the appropriate person. l Contact the newspaper(s) in yor area to identify featre editors and reporters as well as their fax nmbers or . These individals determine which stories will be inclded in varios sections of the newspaper. l Fax or a copy of yor press release to the appropriate person. Always follow p to confirm that the press room received yor release. Yor patients and professional colleages shold be among the first to know that yo are offering Medifast. This gide contains a variety of items to help yo inform them. Sample press releases may be fond on pages Timely tips The following are sggestions for special events and press releases to help bild commnity awareness of yor Medifast Program. The ideas can help increase patient loyalty to yor Medifast Program and leave them with a great feeling abot their Medifast Program. Ideas noted with an asterisk (*) indicate that yo shold write a press release to generate local media interest and coverage. l Sponsor free orientations and health screenings, inclding ntrition assessments.* l Take before and after pictres of Medifast patients to display in yor waiting area. Before yo begin, ask yorself these basic qestions: 1. How large is the commnity where my practice is located? 2. What is the age grop of the commnity? 3. What is the average hosehold income? 4. How far will people travel to seek medical care? 5. Overall, is the commnity active or sedentary? 6. How many other weight-management programs are offered in my target area? l Host a one-month promotion: For every 10 canned goods a prospective patient brings to yor clinic, he will receive a 10 percent discont on the initial medical evalation. In trn, donate the canned goods to a shelter or food bank.* l Set p a speaker brea comprised of physicians, dietitians and, conselors who are qalified to talk abot health and ntrition. Keep the list of names on file with civic organizations, axiliary grops, school associations, chrches, etc. * l Call the Hman Resorces or Personnel Department of nearby corporations to identify whether the corporation has a need for a weight-control program. If they do, work with that company to begin offering Medifast to its employees. l Participate in commnity fairs and health exhibits.* l Arrange for the medical director of yor Medifast Program to participate in grand ronds at the local hospital to present obesity-related health isses to other physicians. 4

7 Sample Radio Scripts Aspects of advertising One way to increase awareness of yor Medifast Program is throgh advertising. This marketing and advertising gide contains an advertising CD with Medifast advertisements, images, and radio scripts. Jst follow these easy steps Contact the newspaper or magazine in which yo wold like to place an ad and reqest a media kit. The media kit contains the pblication s circlation, readership, and demographics. It also contains a rate card with advertising costs. Review the media kit to see if the demographics match yor target adience. Work with the ad department to determine how mch it will cost to rn the ad of yor choice. The cost will vary according to size, placement preference, and color. To prodce a radio spot, call the sales department at the selected station to reqest more information. Most stations offer assistance with talent and advertisements for a minimal charge. When and Where to Rn Yor Advertisements Radio l Monday, Tesday, Wednesday: 6:00 9:00 a.m. (morning drive time); 3:00 7:00 p.m. (afternoon drive time) l High personality stations l By any format except beatifl msic and rban contemporary. (These play all msic with no talk.) l Negotiate based on a 52-week schedle with a two week cancellation clase. l Plan ten 60-second spots per week: Monday, Tesday, Wednesday (6:00 9:00 am) TIP: Emphasize conter-retail schedle (Monday - Wednesday) vs. retail schedle (Thrsday - Satrday). radio Script 1 When yor serios abot weight loss, yo re ready for Medifast. Yo ll lose 2 to 5 ponds a week, and never have to cont calories, carbs or points. Simple, portioncontrolled Medifast Meals are rich in ntrition and easy to bring along, no matter where yor bsy life takes yo. Over a million people have lost weight with Medifast and yo can, too: call (000) now. Radio script 2 If yo re nhappy or nhealthy becase of being overweight, Medifast can help yo take charge now, with a plan that s fast, safe, simple, satisfying and recommended by over 15,000 physicians. Pls, its lower in cost than most other weight loss plans. Call (000) and learn how Medifast can help yo look, feel and live better than ever before. Radio script 3 When yo lose weight with Medifast, yo can lose lots more than ponds, inches and dress sizes. Yo can ct the risk and expense of high blood pressre, heart disease, diabetes and other serios medical conditions. Medifast makes it easy to get to a healthier weight, and stay there, for life. Call (000) and learn how simple, affordable Medifast can help yo reach yor weight loss goals. RAdio script 4 No wonder 15,000 doctors have recommended Medifast to their patients who are serios abot losing weight and restoring their good health. The portioncontrolled Medifast Meals are scientifically formlated to keep yo fll longer, and the Medifast Maintenance and Transition plans help yo keep the weight off once yo ve reached yor goal. Call (000) and make today the first day of a new, healthier life. 5

8 20 Ways to Boost Yor Bsiness Send a letter to physicians in yor area informing them that yo are offering the Medifast Program (inclde a few in-office brochres). Leave a photo albm of sccessfl before and after Medifast patients in yor reception area. Yo might also display pictres of yor patients in varios stages of weight loss on a blletin board in yor waiting area. Place an ad for yor practice in yor local Yellow Pages Directory. Mail a letter containing health and ntrition information. Be sre to remind them that yo offer the Medifast Program. Place before and after ads in yor local newspaper. The best days to rn ads are Snday (TV Book/Lifestyle Section), Monday, and Tesday (Lifestyles Section). Place Medifast literatre, sch as in-office brochres in yor waiting and exam rooms. Dedicate a section of yor practice s newsletter to Medifast. Discss sccessfl patients, yor program, etc. Or, yo may want to se the health/ntrition section to remind yor patients that yo offer the Medifast Program. Condct an Open Hose or Health Awareness Night for yor patients. Discss some of the prodcts/services that yo offer. Offer blood pressre checks, body fat analysis, ntrition assessments, and BMI analysis, etc. Display Medifast prodcts and program materials, and offer prodct samples. Participate in local health fairs or other commnity events. Offer free body fat analysis, ntrition assessments, etc. Display Medifast Program literatre and invite interested individals to sign p for a chance to win a free eight-week Medifast Program. Call to remind patients of their schedled appointments and let them know yo re looking forward to seeing them. If time permits, send a qick note or letter with a Medifast Brochre, and information on yor Medifast Program and Practice. Distribte Medifast gides to patients. These program gides provide a detailed description of the Medifast Program and reinforce yor verbal instrctions. 6

9 20 Ways to Boost Yor Bsiness Provide specific program gides to patients with special health needs. These gides are specialized to meet the needs of patients with special health needs sch as diabetics, seniors and teenagers. Provide patients with prodct variety while on Medifast to assist with compliance and help prevent taste fatige. Provide yor patients with a Medifast Recipe Book when they start the program so they have many flavor options available to them. If a patient skips an appointment, call them to find ot why. Let them know yo re concerned abot them and try to re-schedle the appointment as soon as possible. Call patients or send ot postcards with inspirational or motivational messages to let them know they re doing a great job. Consider letting patients charge the Medifast Program on their VISA or MasterCard. Offer a special redced rate for Medifast if they pay p-front. Plan seminars with gest speakers to aid with patient motivation (i.e., make-p consltants, wardrobe consltants, beaticians, dietitians, etc.) Give yor patients a spermarket tor to assist them in making healthy food choices and reading food labels. Consider offering the following services to yor patients: Walking Grops, Dance Classes, Spport Meetings, etc. 7

10 Sample Physician Letter Janary 1, 2008 John P. Smith, M.D Main Street Anytown, NY Dear Dr. Smith: For the last three years, it has been my privilege to serve a growing nmber of physicians by providing a resorce to treat overweight patients, especially those whose excess weight cases or exacerbates other medical conditions. I offer a complete physician-spervised weight-control program called Medifast. The niqeness of the Medifast Program enables me to strctre a weight-management modle to meet a patient s individal needs. Depending on a patient s preference, I also provide the option of participating in grop or individal spport sessions taght by a registered dietitian and a psychologist. I wold like to offer my services to yor patients. If yo have patients that wold benefit from this program, I ask that yo refer them to me. At the end of each month, yo will receive a complete report detailing reslts from a Chem-12 screen and CBC. Yo will also receive a smmary of yor patient s weight-loss progress, general health changes, and medication adjstments, which will be recorded dring weekly office visits. If yo wold like additional details abot the benefits of the Medifast Program for yo and yor patients, please call me at (000) I wold be happy to meet or talk with yo. Sincerely, John M. Doe, M.D. John M. Doe, M.D. Family Practitioner 8

11 Sample Press Releases Press release 1 For Immediate Release Contact: Jane Doe, RN, Program Coordinator (000) Advertising Tips to Remember l Depending on yor target adience and area yo are located, print and radio advertising sally prove to be the most cost-effective forms. Statistics show that to remember an ad, a reader needs to see it an average of 7 9 times. Jst One Little Bite (Elmira, N.Y., Febrary 18, 2008) Have a little piece, jst one bite. How many times has yor spose or friend echoed those tempting words when yo were in the middle of a major weight loss program? While the words are seemingly innocent, they often signal someone s deliberate or sbconscios efforts to sabotage yor program, according to John Doe, M.D., a Medifast Program physician and obesity treatment specialist. Losing weight can be a rewarding experience for patients, bt very threatening for sposes, friends, or a relative accstomed to having the secrity of an overweight loved one, Dr. Doe says. Instead of receiving encoragement to stick with the weight loss program, patients often receive sbtle invitations or temptations that destroy it. l Remember that the bigger the ad, the better the ad and the longer the spot, the better the spot are not always tre. l Rn-of-Stations (ROS) airtime is one of the most inexpensive ways to advertise on the radio. If yo prchase ROS airtime, radio stations may choose to broadcast yor advertisements in the time slots they select. l Develop an internal system to track the nmber of patients referred to yo as a reslt of the ad. If yo are not receiving a good response from one form of advertising, invest yor money into another form of advertising; be sre to track those reslts, too. l Newspapers can often give fixed position for Rn-of-Paper (ROP) rate savings. Jst ask! To help combat diet sabotaging, Dr. Doe encoraged patients to bring sposes, friends, or other relatives to a special spport session held as a rotine part of his Medifast Program. Rather than pit patients against their loved ones, it s better to engage their loved ones in the process and teach them together how the Medifast Program can benefit their health, Dr. Doe says. His next spport session is at 7 p.m. on Wednesday, Febrary 27 at 100 Main Street. This session is open to the pblic. For more information log onto or call Jane Doe, RN at (000) Press release 2 For Immediate Release Contact: Jane Doe, RN, Program Coordinator (000) Family Practitioner Adds Medifast Program (Baltimore, Md., Febrary 13, 2008) Medifast, a leading portion-controlled, clinically proven weight loss program, will soon be offered throgh the Baltimore office of John Doe, M.D., family practitioner. Doe will mark the grand opening with a free orientation from 6-7 p.m. on Wednesday, Febrary 27. The orientation will inclde free ntrition assessments and health screenings. Join Dr. Doe at his office, 2200 Anywhere Drive. For more information log onto or call Jane Doe at (000) Medifast has been recommended by over 15,000 physicians nationwide for over 26 years. The Medifast Program is proven to provide significant weight loss of 2-5 ponds per week. 9

12 Sample Press Releases Press release 3 For Immediate Release Contact: Jane Doe, RN Program Coordinator (000) Immobilized Mother of Two Sheds Half Her Weight, Tells Her Story to Help Others (Owings Mills, Md., November 23, 2007) Two years ago, Maria Smith was on bed rest for a minimm of 5 hors a day. Maria was severely afflicted with got and high blood pressre and cold barely manage to care for her two small children. After beginning the Medifast Program at Care For Yo Practice, Jones is 250 ponds lighter and 34 waist inches smaller. She is now mobile and spending more time with her children. For the first time in 10 years, the Owings Mills resident is healthy and comfortable enogh to help others afflicted with the problems cased by being severely overweight. I never flly realized how mch my weight hindered me from doing the simplest tasks, even toching my toes, the five-foot for-inch Jones says. For years, I was embarrassed to go ot, and p ntil two years ago, my weight affected my health to the point where I coldn t move to go anywhere. That s when I knew I needed to get help. Jones soght the help of her physician, John Doe, M.D., a family practitioner in Baltimore. Under Dr. Doe s care, she participated in the Medifast Program. The once-shy Jones attended spport classes with Dr. Doe and a registered dietitian and, pon completion of the program, volnteered to talk to commnity organizations and civic grops abot the importance of weight management. My weight loss literally has given me a new life, Jones says. I believe if I can reach ot to one other person who needs to lose weight, it s worth my time and effort. Editor s Note: Jones and her physician, Dr. John Doe, will be speaking to the Owings Mills Garden Clb at 2 p.m. on Snday, March 8 at the Beatifl Contry Clb, 3000 Pretty Drive. Reporters and photographers are invited to attend. For details or to arrange an interview, call Jane Doe at (000)

13 Reqest for AdveRtisement AppRovAl ATTN: Marketing Representative Fax To: (410) No. of Pages (incl. Cover) Contact Name Cstomer # Address City State Zip Phone No. Fax No. Please inclde a copy of the advertisement or commercial script that reqires approval. Please complete the following: Type of Advertising Pblication/Media Rn Dates Adience Additional Comments In order to expedite yor reqest, be sre to inclde a copy of the ad. Please allow 2-5 bsiness days for yor reqest to be processed. For Office Use Only: Date Received Approved by Cronhill Drive l Owings Mills, MD l l (800) phone l (410) fax 11

14 Co-op Advertising Agreement ATTN: Marketing Representative Fax To: (410) Contact Name Cstomer # Address City State Zip Phone No. Fax No. I/We agree to comply with the terms and conditions set forth within the Medifast Co-op Advertising Policy and Procedres. I/We nderstand that failre to comply will void this contract and ths reslt in ineligibility for any reimbrsement. Medifast will provide reimbrsement for most traditional methods of promotion, which incldes print, radio, and television advertisements. Reimbrsement for non-traditional methods of promotion shold be discssed with the Medifast Marketing Department prior to the lanch of yor campaign. Medifast reserves the right to deny any inappropriate or qestionable form of promotion or advertising. SIGNATURE DATE PRINTED NAME SIGNATURE DATE PRINTED NAME Please Note: Each advertisement yo sbmit for Co-op Advertising Reimbrsement mst be approved by the Medifast Marketing Department prior to being placed/ rn in the media chosen. Acceptance into the Medifast Co-op Advertising Program does not garantee approval of all advertising initiatives. For Office Use Only: Date Received Approved by Cronhill Drive l Owings Mills, MD l l (800) phone l (410) fax

15 Co-op Copon ReimbRsement Claim FoRm ATTN: Marketing Representative Fax To: (410) Contact Name Cstomer # Address City State Zip Phone No. Fax No. If a patient brings in a Medifast copon issed on a Corporate Medifast advertisement and reqests the discont on Medifast prodcts, yo may honor the copon toward Medifast prodcts and complete this form. Copon reimbrsement claims may only be sbmitted once per calendar year, and mst be received by December 1. Reimbrsement is defined as a credit toward ftre prodct prchase. The company will credit yor accont based on Medifast wholesale pricing schedles, and the credit will be placed in yor accont by the 15th of the month following each qarter. For example, the $25 off a prchase of $75 or more copon wold be eligible for a $10 reimbrsement, based on the wholesale cost of prodcts. For reimbrsement, mail the completed form along with a copy of the patient s invoice and the redeemed copon to the Medifast Corporate Office, ATTN: Marketing, or fax it to (410) , ATTN: Marketing. Please do not honor the copon nless the patient presents it at yor office and meets the prodct sales reqirements before the copon s expiration date. Please provide a brief description of each copon yo are reqesting reimbrsement for Copon # of Copons Description Copon # of Copons Description Copon # of Copons Description Copon # of Copons Description Copon # of Copons Description Copon # of Copons Description Copon # of Copons Description Copon # of Copons Description In order to expedite yor reqest, please attach a copy of the patient s invoice and the redeemed copon. Reqest forms not inclding proof of performance will not be processed. For Office Use Only: Date Received Approved by Cronhill Drive l Owings Mills, MD l l (800) phone l (410) fax

16 Call s for more information on how we can benefit yor practice at (800) or s at Doctors@ChooseMedifast.com. Choose Health. Choose Medifast.