Problem How does a hospital system efficiently target the consumers closest to each of its locations? Solution Use OOH Ratings to develop a media plan that maximizes reach in key zip codes. Background Advocate Health Care is based in the Chicagoland area and has been named one of the top 100 hospitals in the United States. In 2009, Advocate Health Care was spending about $700,000 on out of home each year. Since then, the company has slowly built its program & increased its spending in all media, expanding to posters, bulletins & Metra (rail/transit) buys in the Chicago market. In October 2011, the agency approached all out of home vendors in the Chicago DMA and asked them to pitch for the system- wide Advocate business. At that time, the agency stipulated they only wanted to propos

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