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COPD Media Options

COPD Media Options. April 23, 2010. Project Parameters. Objective Help recruit patients into a clinical research study for Chronic Obstructive Pulmonary Disease (COPD) and randomize (qualify and enroll) 10 patients by end of June 2010 Target audience Men and women Ages 62 and up

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COPD Media Options

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  1. COPD Media Options April 23, 2010

  2. Project Parameters • Objective • Help recruit patients into a clinical research study for Chronic Obstructive Pulmonary Disease (COPD) and randomize (qualify and enroll) 10 patients by end of June 2010 • Target audience • Men and women • Ages 62 and up • Medicare A and B recipients • Have tobacco-related COPD (chronic obstructive pulmonary disease) Note: Can target based on age and gender • Geography • SE Michigan and also Flint/Jackson/Toledo potentially • Media vehicles to consider • Radio and newspaper • Media budget • $40,000, including buying fee • Other requirements • Be able to turn placements on/off fairly quickly depending on response • See comments on each slide option about cancellations

  3. Option 1: RadioRecommended • Invest full budget into radio • Detroit market only • Stations like WWJ-AM, WJR-AM, WOMC-FM, etc. • Run :60 live reads • No additional production fee if do not specify talent • Total of approx. 270-300 TRPs • 45-50 TRPs/week for 6 weeks (approx. 33 total spots/week) • Cancellation • 2 weeks prior • Copy due to stations 5/10 based on below schedule • Recommended • Results for UMHS have beenpositive when radio was utilizedon other campaigns • Cost efficient

  4. Option 2: Newspaper • Invest full budget into newspaper • Reach Detroit, Flint, Jackson and Toledo markets • Major dailies in each market • Sunday insertions for largest circulation • Detroit News/Free Press: 560,188 • Flint Journal: 79,632 • Jackson Citizen Patriot: 29,651 • Toledo Blade: 133,847 Note: Circs per their latest published statement (September 2009) • 3 column x 7” ad unit in all newspapers (varies by paper, but is approx. 5.4” x 7” in size) • 3-4 insertions in each newspaper • Cancellation • By close, which is Tuesday prior • Materials due 5/11 based onbelow schedule

  5. Next Steps UMHS to decide on option Week of 4/26 C-E to provide and UMHS to approve media estimate based on selected option Week of 4/26 C-E to negotiate and order media Upon receipt of media estimate approval (Must start no later than 5/3) If radio, C-E to provide radio buy for UMHS approval 5/7 UMHS to provide materials to properties 5/10 or 5/11 (Depending on option)

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