SOURCE: AccentHealth

November 01, 2005 09:06 ET

AccentHealth Reaches Target Consumers of Newly Launched Barilla PLUS

Integrated Media Campaign Measured by NOP World Health Demonstrates Success for Food Products with a Health Message

TAMPA, FL -- (MARKET WIRE) -- November 1, 2005 --. AcccentHealth, America's #1 Integrated Health Media Company, has demonstrated that the doctor's office is an ideal environment in which to reach consumers of healthy food products. In May of this year, AccentHealth teamed up with Barilla to generate consumer awareness about the health benefits of Barilla PLUS, a newly launched multi-grain pasta brand. The brand offers consumers a great tasting alternative to regular pasta with the added nutritional benefits of protein, fiber and healthy ALA omega-3 fatty acids. The campaign, included air-time on AccentHealth's General Health and Pediatric doctor's office TV networks, and a supplementary professional fax to 6000 doctors. TV viewership among A18+, as measured by Nielsen, was 22,464,000; 70% of which were women.

Working with leading research company NOP World, AccentHealth measured the campaign's effectiveness. Brand awareness, ad recall, usage intent and custom questions from the brand team were all included in the study. Findings demonstrated that nearly 50% were aware of the Barilla PLUS ad with 32% recalling the ad unaided. The advertising also demonstrated a significant effect on top-of-mind awareness with 60% of ad aware viewers naming Barilla when asked for a pasta brand top-of-mind (vs. 26% among those not aware of the ad). Additionally, the study found that 72% of those aware of the Barilla brand said they are likely to use Barilla PLUS for their pasta needs.

"AccentHealth has been studying the impact of advertising in the waiting room environment for 10 years. We have consistently seen ad recall scores twice as high as TV advertising at home, and have demonstrated a positive effect on purchase intent," said Edith Hodkinson, EVP, AccentHealth. "With 84% of our audience planning to shop after leaving the office, and the benefit of implied physician endorsement on brand messages, our platform offers healthy brand marketers a significant advantage," she continued.

Concurrent to the launch of the TV campaign, AccentHealth distributed a "Professional Fax" to meet Barilla's physician education goals. Patient nutrition information was faxed to 6000 offices in which the commercial was aired to explain product benefits to physicians. The fax included a form to request product samples. Within hours, the fax generated a significant 10% response rate for Barilla.

About AccentHealth LLC

AccentHealth is America's #1 Integrated Health Media Company offering advertisers multiple consumer touch points in physician waiting rooms. The AccentHealth Waiting Room TV Network, produced in conjunction with CNN, reaches 100 million viewers annually in 185 Nielsen markets. The programming features customized content on a variety of topics, including medical breakthroughs, parenting issues, nutrition, fitness, safety and wellness. The program has won recognition from the Telly Awards, the Cindy Awards, the American Academy of Nursing, the Health Information Awards and the Society of Professional Journalists. Our integrated office promotions further engage our viewers and provide advertisers additional exposure in targeted physician practices. Visit www.accenthealth.com.

Contact Information

  • Contact:
    Edith Hodkinson
    AccentHealth LLC
    (212) 763-5102
    Email Contact