Creative Brief

Client: Ampcare

Background/Overview:

Ampcares FDA cleared Effective Swallowing Protocol (ESP) provides clinicians an innovative
treatment for dysphagia. Ampcares biggest competitor is VitalStim due to its higher brand
recognition and upper hand of having an established client base. Ampcares market is very
niche oriented; therefore, its best way to increase awareness is through key thought leaders in
hospitals and long-term care facilities. Ampcare is a two-part company, providing both its ESP
products and training services to clinicians. The ESP product must be used by trained clinicians
who have completed the eight-hour training provided by the Ampcare staff. Out of the 901
clinicians that have gone through the Ampcare training, seventy percent of those clinicians have
purchased the ESP product and are now active users of Ampcares ESP product.

Ampcares vision is to eliminate pneumonia and the use of feeding tubes resulting from
swallowing problems by improving the options and availability of dysphagia treatment
techniques.

Objectives:

Increase brand awareness by fifteen percent among key thought leaders in the medical
sector, in hospitals and long term care facilities.
Increase clinician attendance at training events by five percent by Dec. 6, 2017.
Increase online brand presence through Instagram and Facebook.
Develop a more consistent brand identity with a coherent message represented
throughout website.

Target audience:

Ampcare primarily aims to target key thought leaders in long term care and hospitals such as
CEOs, presidents, and supervisors. Seventy-five percent of all clinicians work in an
organization where management makes the key decisions, especially about the products they use.
It is important that these key thought leaders are responsible for delegating clinicians to
mandatory trainings. Ampcare wants to target top to bottom, because of Ampcares cost
effectiveness and quick turnaround time with patients. On average Ampcares ESP treatment
takes half the time than its leading competitor, VitalStim.

Ampcares secondary target audience is going to be the clinicians, the ones physically doing the
ESP treatment on clients. This is the remaining twenty-five percent of clinicians who have some
role in influencing decisions about products. This is the more challenging target market because
from a clinician standpoint the ESP product requires more hands-on work and continuous check
ups on the patient. In order to effectively reach our secondary target market, Roxo must
promote the benefits to clinicians and how can using Ampcares ESP product can benefit
clinicians in their own career.
Consumer need/problem:

Roxo needs to address Ampcares advertising with a rational appeal when targeting their
primary audience of key thought leaders. The key thought leaders in the medical industry are
more likely to make the switch from the trusted VitalStim to the innovative Ampcare because of
fiscal reasons. However, when targeting the secondary audience, clinicians, the advertising
should primarily appeal to clinicians self interests and how using this product can help them
stay ahead in their career. It should secondarily appeal to emotions and emphasize that
Ampcare offers the best possible treatment for their patients with dysphagia. The problem at
hand is the lack of brand awareness of the groundbreaking ESP treatment.

Positioning:

Ampcares Effective Swallowing Protocol product is a revolutionary, innovative device that can
help make a major difference in giving back patients ability to swallow normal foods again.
Ampcares ESP product is faster, cheaper and proves to have only positive results on its
patients. Using Ampcares ESP product can help improve a clinicians position relative to other
professionals in the industry.

Key Insight:

Ampcares overall strategy should be built around the idea of Enriching your career through
innovative technology that restores the quality of lives of patients. This campaign should
identify Ampcare as a forerunner in dysphagia treatments, that allows for a win-win situation.
The patient is able to salvage their quality of life and the clinician is able to use cutting edge
technology to enhance their own profession.

Placement:

The message will be communicated through social media. Roxo will use Ampcares Facebook,
Twitter and Instagram platform to improve brand recognition with clinicians. Roxo will be
posting about training certification courses, conferences and other company related news. Its
Linkedin page will be used to increase brand awareness and grow business contacts with key
opinion leaders. In addition, videos will be created to use on social media, training certification
and at client presentations.

Tonality:

The tone of this advertising should be aspirational, empowering and humane. Ampcare aims to
inspire clinicians and key thought leaders to make the switch to Ampcares groundbreaking ESP
product. Roxo must also reinforce words that would appeal to clinicians personal motives, that
using this product could help advance their careers. When appealing to clinicians, use words
that highlight the ESP products specifications and how these product benefits advance
clinicians careers. Deliverables will use a secondary appeal to emotion when focusing on how
Ampcare restores the lives of patients suffering from dysphagia.