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• W1509326344 abstract "This case study designs and builds an operational model for media mix determination for a private-practice physician’s office. The recommended advertising plan is determined via goal programming in order to balance the key issues of size-of-audience reached versus annual and quarterly advertising budgets. Post-optimality / sensitivity analysis is conducted on selected parameters of the model in order to gauge the robustness of the recommended media mix. A Goal Programming Approach to a Media Mix Advertising Plan: A Case Study of a Private-Practice Health Care Provider INTRODUCTION and PURPOSE It has been more than 30 years since the use of media advertising by professional service providers (accountants, attorneys, physicians) was formally sanctioned. Historically, many professional associations had prohibited their licensed members from engaging in speech activities that suggested a commercial transaction i.e. advertising [4]. They argued that advertising would have an adverse impact on the image of their profession. Typically, such opposition to physician advertising has focused on such image and ethical issues, while current arguments favoring physician advertising focus on information needs, revenue and competitive issues. The current status of professional-services advertising came about as a result of the application of existing anti-trust laws and an interpretation of First Amendment to commercial speech. In the mid-‘70s, the anti-trust laws were used to strike down the anti-competitive “Code of Ethics”, which had allowed professional associations to discipline members who advertised. A landmark Supreme Court ruling [3] established that the anti-trust laws did indeed apply to the ‘learned professions’ and such professions were engaged in ‘commerce’. By 1977, the Supreme Court had further ruled that commercial speech was a protected form of expression under the First Amendment; thus states and agencies empowered to act for states (such as professional licensing boards) were prohibited from banning advertising by practicing professionals [5, 2]. The Federal Trade Commission found the American Medical Association had indeed caused substantial harm to the public by restricting advertising by physicians because such restrictions “...served to deprive consumers of the free flow of information about the availability of health care services...” and had suppressed “...the offering of innovative forms of health care...” [1]. The FTC decision was not intended to compel physicians to advertise; rather, it was merely intended to modify the AMA’s code of ethics to permit enough advertising to provide patients with “a decisional basis for selecting one doctor as opposed to another.” Today private practice health care providers, like most businesses, will use advertising in order to attract potential customers to its products or services. Media selection involves the allocation of an advertising budget among a variety of media options in such a way as to maximize the number of potential customers reached. Both linear programming and goal programming, have been applied to the purpose of selecting media purchases. Over the last three decades, advertising has become a key component of the business plan of many professionals, who confront many of the same business issues faced by traditional firms, including increased competition, greater knowledge and demands by customers (patients), and a very dynamic economic environment. In this case study, a particular physician’s office is seeking to design and implement an advertising campaign that will enable it to reach the greatest number of potential patients, consistent with its budget. In the past, the media planner simply assessed the available advertising options and chose a mix based upon the subjective analysis, often resulting in a costly advertising program that yielded very small returns. The purpose of this paper is to apply goal programming, as a tool for managing the relationship between exposures and expenses, in determining the optimal selection of media mix for the privatepractice office. ASSUMPTIONS The data regarding the various media options were obtained from the media sources themselves. It is assumed that the data is true and accurate. Most of the data given was measured monthly, so the model relies upon the ability to extrapolate the data over a three-month period and over a 12month period. A significant assumption made in the model formulation is that the past number of exposures from the different media alternatives will remain consistent for the next year. The model also assumes that each exposure on a potential customer has a constant impact, yielding consistent response rates from the audience. Audience duplication and repetition are not taken into consideration in the model, although repetition is typically good. An annual budget is given for the project, and it is assumed that the yearly budget can be divided evenly among each quarter as no seasonal pattern is presumed. VARIABLE EXPLANATION The control variables in this case study are the various media alternatives, from which the physician’s office must choose, in order to develop a local advertising campaign. The variables consist of the number of ads placed with specific local media during each of the four quarters of the next fiscal year. The candidate media include local radio stations, local periodical print media (newspapers and magazines), internet website listings, church bulletins, and the local philharmonic publication. Most variables will be restricted to be general counting integers, while some are simple binary variables. The model is built with 18 possible media and four quarters, and consequently, a total of 72 variables. The various media sources were surveyed to determine the number of exposures per month (extrapolated over a three-month period) and the cost per ad, displayed in Table 1 below. Because the number of exposures and the cost per ad remains constant for each quarter for every media source except the Philharmonic books, only the data for Quarter 1 is shown in the table. The same values were used for Quarters 2, 3, and 4." @default.
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• W1509326344 date "2009-01-01" @default.
• W1509326344 modified "2023-09-27" @default.
• W1509326344 title "A goal programming approach to a media mix advertising plan: A case study of a private-practice health care provider" @default.
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