Consumer research showed that it is widely believed by both women and men that women make the best caregivers. Moreover that it is the mother who most often takes a child to the pediatrician. It followed that by suggesting women are the best choice when it comes to caring for the health of children, this all female pediatrics practice would gain a significant advantage.

Johnson & Johnson had been running cough medicine ads for years featuring a character they called Dr. Mom. In-fact J&J holds a trademark on the name in association with cough medicines. However when the trademark attorney ran a search for it and the name was clear for the State of Florida, a unique logo was designed and a radio spot created.

Saturday morning PBS children’s programming was then booked for Dr. Mom along with a schedule on Radio Disney for 13 weeks.

At the end of the campaign period, the pediatrician, much to her surprise, was receiving referrals from area male family physicians she had never even met.  And Pediatric Associates of Jacksonville had come to be regarded as Dr. Mom’s office.

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