NEW YORK, Aug. 18 /PRNewswire-HISPANIC PR WIRE/ — With the advent of a volatile economy, a cluttered advertising space and consumers that simply don’t “buy it” any longer, new marketing paradigms have swiftly come into play. The traditional advertising model is no more, and fresh, new approaches that consider accountability for marketing dollars have entered the playing field.
SouVez, Inc., a New York-based marketing communications firm specializing in healthcare and multi-ethnic markets, has successfully reinvented the typical model with the introduction of the health record, an alternative media program that speaks volumes to its target audience — new moms.
Building Relationships with Moms
Pre-launched in 2008, the health record has reached over 350,000 moms across the country. With a major launch set to roll out in 2009, the program is expected to cover 25% of the new mom market nationwide — more than
1.2 million new moms in 40 states — via the program’s 600-plus hospital partners. Undoubtedly a breakthrough in marketing to moms, the program is enjoying a great deal of success at the pre-launch stage, with the launch stage set to see even greater results.
the health record is a bilingual journal, personally signed and hand-delivered by a healthcare professional to new moms in hospitals. Created to help ensure every child in the U.S. receives the most appropriate care, it empowers moms by helping them keep an organized, documented record of their child’s health and development, including immunizations, illnesses, hospitalization and emergency records, as well as medical providers and key medical guidelines. Ready information is in hand when visiting medical professionals at every stage of their child’s life.
Speaking to moms; valued by healthcare providers
Valued by new moms receiving it, the health record is equally valued by hospitals delivering it. Says Stephanie Zinn, Marketing Manager of Gerber Memorial Health Services, “We feel the material is of such value that we are discontinuing our ‘moms and baby book’ that we usually hand out, and are presenting the health record to our new moms.” Brunella A. Ibarrola, MS, RD, CD-A, Hartford Hospital, Connecticut agrees. “Unlike the other stuff we give out, I love the health record because it’s so presentable and not something parents will throw away.”
Considering that moms are increasingly difficult to reach through traditional media, “the health record program helps advertisers tap into the mom market easily and efficiently, initiating relationships with this dynamic and influential consumer,” says Daniel Velez, Managing Director of SouVez. “the health record program offers advertisers a unique approach and opportunity to partner with moms and to do so at the right time, in the right way, and in the right place.”
In an industry that imposes strict guidelines and bans, many advertisers, hospitals are embracing the health record as a baby-friendly, mom-empowering tool that breaks down the communication gap between doctors and mothers, and presents valuable offers that moms can use.
the health record is a “sticky” medium, as it’s used by moms from the birth of their child through their teenage years. It also offers numerous leveraging opportunities for advertisers, as the program is measurable and fully integrated, and includes a database for future marketing efforts, couponing, logo brand placement and messaging with CSR functionality. Advertisers can present a range of products or several brands to new mothers via one platform while delivering value to the mom, child and family, or sponsor a public relations or CSR campaign around the health record.
The pre-launch sponsor, Rite Aid Corporation, has already reaped the benefits of the health record program — delivering Rite Aid’s message in to the hands of new moms and families. “Rite Aid is making a lifetime commitment to supporting new parents and the well being of each child. Healthy babies, healthy communities and healthy families is what Rite Aid is all about,” says John Learish, Rite Aid Senior Vice President, Marketing. “Rite Aid Pharmacy is proud to sponsor the health record program.”
Phyllis S. Butterworth, Director, Public Relations & Marketing, Marion General, sums it up perfectly: “I cannot tell you how grateful I am for the health record and many thanks to Rite Aid. I have become a fan for life!”
For more information about the health record program, including sponsorship and coupons placement, visit: www.thehealthrecord.com
About Rite Aid
Rite Aid Corporation is one of the nation’s leading drugstore chains with approximately 5,000 stores in 31 states and the District of Columbia with fiscal 2008 annual sales of more than $24.3 billion. Information about Rite Aid, including corporate background and press releases, is available through the company’s website at http://www.riteaid.com .