Save-A-Limb Fund – Strategic Message Planner

Strategic Message Planner: Save A Limb Fund

Advertising Goal

To help enhance the brand image of Save-A-Limb Fund from local charity to a noteworthy, strong non-profit organization.

Client: Key Facts

  • Save-A-Limb Fund was established in 2001 and supports in the fight to save limbs from amputation and provide hip and knee replacements to patients in need both domestically and abroad.
  • Save-A-Limb Fund works to advance patient care through the research and the work of the physicians and staff of the Rubin Institute for Advanced Orthopedics (RIAO) at Sinai Hospital in Baltimore, Maryland.
  • Save-A-Limb Fund puts their mission FIRST: They provide financial assistance, international outreach and mission work, research, scholarship, and technical improvements.
  • The Save-A-Limb Fund has nine physicians working with them. Five of them are International Center for Limb Lengthening Physicians and four of them are Center for Joint Preservation & Replacement Physicians.
  • Save-A-Limb Fund partners with TransAmerica and Baltimore County Public Schools.

Product: Key Features
What Is the Product?

  • Save-A-Limb Fund supports families of patients in need at the Rubin Institute for Advanced Orthopedics (RIAO) who do not have the financial resources to handle expenses that are not covered by insurance (initial clinical evaluations, transportation, housing costs, wheelchairs, walkers, postoperative care, etc.).
  • Save-A-Limb Fund serve patients abroad by enabling the RIAO’s specialized medical staff to travel to impoverished areas around the world to provide orthopedic treatment.
  • Save-A-Limb Fund support research to improve techniques related to limb lengthening, limb reconstruction, joint preservation and joint reconstruction.
  • Save-A-Limb Fund award one academic scholarship per year to a current or former patient who is pursuing a career in healthcare.
  • Save-A-Limb Fund acquire specialized medical equipment that enhances treatment methods and improves patient outcomes.

What Is the Purpose of the Product?

  • The purpose of Save-A-Limb Fund is to support children and adults who have complex limb and joint disorders by saving their limbs, preserving their joints and enhancing the quality of their lives.

What Is the Product Made of?

  • Save-A-Limb Fund is made up of nine physicians.
  • Save-A-Limb Fund has five International Center for Limb Lengthening Physicians: John E. Herzenberg, M.D., Shawn C. Standard, M.D., Janet D. Conway, M.D., Bradley M. Lamm, D.P.M., and Noman A. Siddiqui, D.P.M.
  • Save-A-Limb Fund also has four Center for Joint Preservation & Replacement Physicians: Michael A. Mont, M.D., Barry J. Waldman, M.D., Ronald E. Delanois, M.D., and James Nace, D.O.
  • Save-A-Limb Fund partners with TransAmerica and Baltimore County Public Schools.

 Who and What Made the Product?

  • The research and work of the physicians and staff of the Rubin Institute for Advanced Orthopedics (RIAO) at Sinai Hospital in Baltimore, Maryland play huge parts in the existence of Save-A-Limb Fund.
  • The RIAO is home to some of the world’s most renowned orthopedic surgeons and offers state-of-the-art treatment in a variety of orthopedic services for both children and adults.
  • RIAO’s medical team performs approximately 4,300 orthopedic procedures annually.
  • The RIAO physicians have earned a global reputation for their limb lengthening expertise as well as their innovative techniques for joint preservation and replacement.

Target Audience: Demographics and Psychographics

The target audience for this ad are adults- male and female – ages 20 to 40 who have a limb deficiency/deformity themselves, or in their family. They typically are in and out of doctors’ offices yet strive to live a fulfilling lifestyle. This audience may have a family of their own and working pay the bills and make ends meet.

The average age of the target audience is 30 years old. Its members either have a limb deficiency/deformity themselves or have a family members or child that has a limb deficiency/deformity. They generally do not have a strong income; money coming from their occupations generally goes right towards bills and doctors’ appointments. During the week, they are attending work and appointments in order to properly care for themselves/their family. Their weekend priority is working, staying healthy, and trying to have some fun all while spending as little money as possible.

This target audience lives throughout the United States thinking about making the move to Maryland for the appropriate care and facilities they/their family need.

The majority of this target audience has been struggling with health issues their entire life. They have researched many programs but haven’t come across the best one for their needs. Save-A-Limb Fund is needs to be advertised on a broader scale so more people can donate and participate in its many functions.

Product Benefits

  • Save-A-Limb Fund is staffed by physicians from the Rubin Institute for Advanced Orthopedics (RIAO) at Sinai Hospital in Baltimore, Maryland.
  • The RIAO medical team of more than 250 professionals performs approximately 4,300 orthopedic procedures and conducts more than 36,000 office visits annually.
  • The RIAO physicians have earned a global reputation and strive to better their patients’ quality of life.
  • Save-A-Limb Fund puts their mission FIRST by providing financial assistance, international outreach and mission work, research, scholarship, and technical improvements.

Direct Competitors and Brand Images
Direct competitors and other hospitals and/or limb deficiency/deformity specialists:

  • Amputee Coalition: The target audience enjoys the opportunity to get comprehensive information and resources free of charge to people with limb loss and their families, friends, and healthcare professionals. However, they don’t provide aid to procedures that could be necessary.
  • The Limb Preservation Foundation: The target audience likes that the mission of this foundation is to support the prevention and treatment of limb threatening conditions to enhance the quality of life and provide hope who individuals who may loose arms or legs to cancer, infection, or trauma. What they don’t recognize is that the Limb Preservation Foundation funds in hope, help, and possibility in the forms of research, education, and patient assistance.

 Indirect Competitors and Brand Images

  • There Goes My Hero: This organization works to find a match for every Leukemia patient and assist their families through a variety of support programs. Their mission is to restore home to Leukemia patients and their families. Although a great cause, there is not much you can do for this organization besides donating bone marrow or donating money.
  • Shannon’s Fund: This organization is established through the Orioles and OriolesREACH in memory of Shannon Obaker. It is a $50,000 endowment at the University of Maryland Medical Center to provide financial assistance to hospital patients and their families. Funds are donated to patients and their family members as need arises. Even though this is a generous and special fund, there are not many opportunities for their fund to potentially help this target audience.

Product Brand Image

  • Current Brand Image: Save-A-Limb Fund is only beneficial to residents of Baltimore, Maryland.
  • Desired Brand Image: Save-A-Limb Fund can help patients all over the United States and even provide financial assistance for expenses not covered by insurance.
  • Brand Image Challenge: The target audience is not aware that Save-A-Limb Fund’s mission is to help patients with financial assistance, serve patients abroad, research, scholarships, and technical improvements.

Strategic Message: The Promise

The Save-A-Limb Fund puts their mission first in order to support children and adults who have complex limb and joint disorders by saving their limbs, preserving their joins, and enhancing the quality of their lives.

Supporting Evidence: The Proof

  • Save-A-Limb Fund has nine outstanding physicians and two partners they work with.
  • Save-A-Limb Fund has a fundraiser called Save-A-Limb Ride and Fun Fest every year.
  • Save-A-Limb Fund works with the Rubin Institute for Advanced Orthopedics (RIAO) at Sinai Hospital which has access to operating rooms and highly specialized teams that exclusively practice orthopedics.
  • Patients receive the full continuum of care including initial consultations, surgical and non-surgical services, hospital stay, and inpatient and outpatient physical therapy.

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