Lucida Healthcare Group Takes 'Going Mobile' To A New Level

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Lucida Healthcare Group, a Reading, MA-based healthcare staff augmentation and consulting firm, has launched an advertising campaign that combines three mobile components -- text messaging technology, mobile billboards and a GPS tracking system -- in an unusual and highly innovative way.

The majority of today's workforce is cell phone enabled and text savvy, and their 'mobile' is a very personal item for them -- it's a way of connecting with the world

Lucida Healthcare Group, a Reading, MA-based healthcare staff augmentation and consulting firm, has launched an advertising campaign that combines three mobile components -- text messaging technology, mobile billboards and a GPS tracking system -- in a highly innovative way. Designed as a travel nurse recruitment tool for the Lucida Healthcare Traveler division, the mobile billboard campaign incorporates the overlap of technologies to allow for real-time campaign monitoring -- opening the door for every marketers' dream -- "on the fly" message and placement adjustments during the campaign.

According to company chairman Bruce Cerullo, what began as a desire to recruit travel nurses through the use of a mobile billboard quickly became a marriage of technologies, once the potential of each component was realized. A text messaging response option on the mobile billboard (Text TRAVEL to 78247) provides nurses with a quick and easy way to learn more about the company, through an automated text reply that lists the company Web site, phone number and additional recruitment incentives.

But the technology does not stop there. Cerullo explains, "When we discovered that the Guerrilla Billboards truck came equipped with a GPS tracking system, we worked with Qtags, the text messaging company, to devise a way to overlay the GPS report with the cell phone records. This strategy allows us to pinpoint exactly where and when our advertising is connecting with our target audience -- nurses." If the Lucida marketing team determines that the route of the mobile billboard truck is not producing an acceptable number of incoming text messages, the data can be quickly reviewed and the billboard rerouted to areas that have proven to elicit the desired level of response.

Allison Gower, President of Qtags LLC, believes that Lucida's combination use of cell phone data and GPS tracking is inspired, innovative advertising. "The majority of today's workforce is cell phone enabled and text savvy, and their 'mobile' is a very personal item for them -- it's a way of connecting with the world," she says. "Because this campaign strategy can be altered on the fly based on live, precise data, Lucida is able to reach out and connect with their target in an unprecedented, personal fashion."

Lucida's mobile billboard can be seen traveling the streets of greater Boston through mid-August.

About Lucida Healthcare Group - Lucida (LOO-sid-a) http://www.lucidahealthcare.com, is a staff augmentation and consulting firm offering RN and Allied Health travel assignments via its Healthcare Traveler division, and contractual engagements and permanent placement service to Healthcare IT and Clinical Informatics professionals via its Lucida Healthcare IT group. The company brings highly customized service and personalized attention to healthcare professionals, IT consultants, and hospital employers. Consistent with its mission statement, "Be Good, Do Good," Lucida has also established The Lucida Foundation; a registered, charitable foundation to which it will annually donate a meaningful portion of the company's operating profits. The foundation will aid and promote children's health, well-being and education.

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GWEN DARLING

Allison Gower
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