Advertising Opportunity Proposal
Every year St. Luke’s receives hundreds of proposals for advertising opportunities. So that we can thoroughly and fairly evaluate the proposals we receive, and make the best use of our resources, please complete the proposal process outlined below.
Advertising Opportunity Proposal (AOP) Process
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- Advertising vendor fills out AOP and submits via fax or email.
- AOP is reviewed and evaluated for completeness and alignment with a St. Luke’s goal as stated below.
- Meetings are scheduled with the AOP vendor representative, if appropriate, or if more information is needed.
- A decision is made and the vendor is notified.
We review and evaluate proposals on the first and third Thursday of every month. Decisions are made and vendors are notified by the second and fourth Friday of every month.
As a 501(c)3 and a trusted health care provider, it is important that we are good stewards of our advertising dollars. We do not take this responsibility lightly. Our primary focus is on advertising opportunities that:
- Are Cost-effective: We look for advertising opportunities that reach the greatest number of target audience members at the most efficient cost.
- Reach a Targeted and Measurable Audience:
- Measurable – We prefer paid, subscription-based publications, or those whose audiences have been audited by an established, credible third party.
Print. When an audience subscribes to a publication and pays for it, we have a high confidence that the publication is being read, which increases the likelihood of our ad being read. If the publication is not subscription-based, we look for a third-party analysis of circulation such as an audit by the Audit Bureau of Circulations. This analysis assures that the publication is being read, not just distributed.
Broadcast. For broadcast media, we review Nielsen, Arbitron, or Eastlan data for listenership/viewership numbers and ask the media to perform a post-buy analysis to measure if the audience was delivered as purchased.
- Targeted – Has health care content and is non-advertorial in nature.
- Accomplish a Specific Marketing Goal:
- Our primary goals for the next fiscal year are:
- Increase patient volume at St. Luke’s Clinics that have capacity. Emphasis on families (for family medicine clinics) and women (for OB/GYN clinics). Primary target is women aged 21-35.
- Increase preference for and awareness of Idaho’s ONLY Children’s Hospital.
- Increase philanthropy to St. Luke’s Children’s Hospital.
- Increase awareness of and preference for St. Luke’s Heart by the community.
- Increase/strengthen doctor referrals to St. Luke’s Heart physicians.
- Promote St. Luke’s Heart clinical outcomes – removing the need for patients to leave Idaho for cardiac, thoracic, and vascular services.
- Educate consumers about cancer prevention and screening guidelines (encouraging follow-up), especially in our western service areas (Canyon County, Fruitland/Ontario, Baker City, and surrounding counties).
- Promote the new St. Luke’s Mountain States Tumor Institute (MSTI) cancer center in Twin Falls.
Note: If you are requesting a sponsorship instead of an advertisement, please go to stlukesonline.org/giving and follow the process to apply for sponsorship through the community health improvement fund.
If you have questions, please leave a message on our Advertising Proposal line at 381-9055. Messages are returned regularly, usually within a day or two.
