What else do you think would be important to ask in a food & mood app?

1.
You represent a marketing agency that has been recently hired at a local hospital to help create awareness about the resources offered by the hospital for those with food addiction. The hospital has an outpatient center dedicated to helping people recover from food addictions and disorders. The hospital is not very active on social media and currently has poor engagement.
Your agency team meets with the hospital team and determines that the first task should be to increase awareness of a “Food & Mood” App that supports people in stages 1 and 2 of the Transtheoretical Model (Stages of Change) in making healthy diet changes.
You are then tasked with designing an awareness campaign to accomplish the goal of:
Increasing awareness by 20% of the Food and Mood App by Hospital Clients
After completing the food tracking app, your agency decided to design a short campaign for the hospital and are ready to determine how much to spend on it based upon how long they expect customers to remain with the hospital’s food addiction program.
Use the CLV formula to determine the total income that each client represents to the hospital: ( the results are in bold)
Each visit by a patient brings in: $115
Direct Costs Per Visit: $49
Contribution Margin (CM) Per Visit: $ _66____
Projected Lifetime Visits: 1 visits per month x 8 months = ___8_
Customer Lifetime Value (LTV): 66 CM/visit x _8___ visits per year = $___528___ LTV per patient
3. Answer the following questions in the discussion post:
After tracking your food intake in the App, what patterns, issues, concerns, holes, etc., did you notice about your own food consumption?
What were you surprised about?
What else do you think would be important to ask in a food & mood app?
In the campaign, what is the projected lifetime value of a customer?
What % percentage and $ amount of the final LTV will you recommend spending on the promotional campaign for the hospital and discuss why. (Generally from 5-25% of LTV)
How would you pitch the campaign and its costs to the hospital?

Last Completed Projects