In 2007 MediaComp was brought on board to be part of a team of four agencies (including creative, PR and digital) to do media planning and buying that would help build brand awareness and increase new-patient counts for US Oncology and Texas Oncology (TXO), a state-wide medical practice.
We developed plans based on recommended levels for each market—depending on the market size and population characteristics. These plans not only set expectations for marketing goals, but also revealed expansion markets that were over-and-under saturated with physicians. The results of this process would help guide future growth strategies.
The practice, at that time and now, is represented in most Texas markets, both large and small. We cross evaluated a number of mediums: TV, Radio, OOH, Print, Digital etc. to determine which would work best in each market and at the budgets provided. We ended up with a custom plan for each market. The final media campaign was a multi-platform approach tailored to each market’s nuance, while maintaining the brand integrity across all mediums. We then took a very small percent of total dollars to use for a state-wide buy.
After the first year, brand awareness was up 8-34% in varying markets. After the third year, TXO’s share in Houston (MD Anderson home market) had increased 4%. In 2011 MediaComp was part of the team that won a Crystal Award from American Marketing Association (AMA), which as you may know, is awarded based on results, not just creative. Each year the client experienced growth in all markets without increasing budgets. We were very proud to be part of this team and growing organization.
• Abilene – TV
• Amarillo – TV
• Austin – TV, Cable, Radio, Outdoor
• Beaumont – TV
•Dallas – TV, Cable, Radio, Outdoor
• El Paso – TV, Radio and Print
• Harlingen-Weslaco-Brownsville-McAllen – TV
• Houston – TV, Cable, Radio, Outdoor
• Odessa-Midland – TV
• Tyler-Longview – TV, Outdoor
• Waco-Temple-Bryan –TV, Cable
• Statewide Print – NPR