Target Audience: Key Decision Makers

The AAFP has developed an advertising campaign to introduce, explain and garner support for the “patient-centered medical home.” Using paid media allows us to deliver a targeted message to a specific audience. Unlike news media outreach, our message in paid media is not subject to interpretation by reporters. Used in coordination with other tactics, it can help draw attention to an issue and drive a message.

Following a successful launch during the Scientific Assembly, the advertising campaign is in full swing with the first two ad concepts (“coats” and “in/out box”). These ads are currently running in the following newspapers: USA Today, Wall Street Journal, New York Times, Washington Post, Washington Times. They also appear in these Capitol Hill publications: CQ Weekly, CQ Today, Roll Call, The Hill. In November/December, the ads will run in Forbes, Fortune, Governing, State Legislatures, HR Executive, and Chief Executive Magazine.

The radio portion of the campaign has begun, with morning and evening drive-time sponsorships on NPR’s Marketplace, and 30- and 60-second ads on 71 different XM Satellite and network business radio stations.

An online banner ad campaign is also underway, with banners appearing on 89 sites including Bloomberg.com, TheStreet.com, ABC.com, CBSNews.com and NBC.com.

In addition to the national effort, we are keeping our constituent chapters involved so that they can place the ads in local publications and help keep our shared members informed. Finally, we are placing the ads in AFP and FPM, with a banner indicating which publications they are running in, so members will be sure to see them.