Big Picture Agency 

Presents 
 
 
History of Nursing Central  

Unbound Medicine continues to take strides in redefining medicine since entering the

industry in 1999. With its innovative digital and mobile applications, a passion for medical

advancement and a commitment to excellence, Unbound Medicine quickly established itself as

an industry leader.

Enhancing the next generation of medical professionals, Unbound Medicine released

Nursing Central in 2016. This digital and mobile application features a wide array of tools and

resources to assist nurses from their schooling to their professional careers. Featuring a

comprehensive database of 5,000 drugs and more than 65,000 dictionary terms, Nursing Central

provides nurses with accurate on-the-job referencing.

1 
 Primary Research 
 
Method: ​Online Survey for 26 current undergraduate nursing students (Cooper Medical School 
of Rowan University, Rowan University School of Osteopathic Medicine, Rutgers School of 
Nursing- Blackwood Campus, Fairfield University, The College of New Jersey, and Widener 
University) 

Results:​ ​Students from Cooper Medical School of Rowan University, Rowan University’s 
School of Osteopathic Medicine, Rutgers Blackwood School of Nursing, Fairfield, The College 
of New Jersey and Widener responded to an online survey. The results emphasized the value 
students place on online resources, such as Google, when completing homework and study 
guides. Interestingly, no respondents viewed general online search engines, like Google, reliable 
for obtaining medical information. However, 40 percent refer to search engines at least once a 
day for medical information. This indicates considerable cognitive dissonance in survey 
respondents.  
Another insight derived from the survey indicated 70 percent of participants prefer an 
online resource over a physical textbook. Many respondents referenced the easy accessibility, 
frequent updates and search features as justifications for this preference.  
In addition to the above, many participants identified Grey’s Anatomy as a medical TV 
show they follow. This information helps with learning what media students prefer and accept to 
listen to medical jargon and what medical channels they idolize and identify with.  
Overall, the survey demonstrates nursing students consistently use online resources 
throughout their education. However, they prefer using those devices to access online textbooks 
to at least double check research and information they gain through those online resources. 
 
  

2 
Method:​ ​Online survey for 13 current undergraduate nursing school faculty (Cooper Medical 

School of Rowan University and Rowan University School of Osteopathic Medicine) 

Results:​ ​From our research, we found online resources will help with the learning process. 

Many stated it will be beneficial due to its easy access, constant availability, and endless 

resources. One respondent stated, “Working as a nurse practitioner I use my iPad and iPhone to 

access evidence-based databases to help diagnose, prescribe and treat. It allows easy access 

without the need to carry a lot of books or reference materials.” Another respondent stated that as 

long as the program is easy to use, it is helpful. Another respondent mentioned formatting is very 

important. Also to provide content in a variety of formats whenever possible matters with as little 

restrictions as possible.  

We also found out of our 13 respondents, 100 percent do not require their students to 

purchase physical textbooks as most prefer and rely on e-books.  

We sought to discover if faculty members trusted online search engines such as Google 

for quick medical referrals. The overwhelming majority was highly against using Google. Yet, 

most people mentioned if you know where and what to search you can use Google. For example, 

one respondent said, “SEO is not designed to give you the most trustworthy information first. It's 

very important to know what sources medical information is coming from. There is so much 

untrue information about medical topics available on the internet!” As a result, we learned less 

than three percent have heard of Nursing Central. 

3 
Method: ​Interviews with five current nurses 
 
Results: ​The nurses interviewed utilized various resources in school, but unanimously agreed 
hands-on learning was the most helpful to them.  
One participant used PubMed often for quick access to medical journals as well as Google. 
Others mentioned a preference for online learning because of the ability to find many 
perspectives on one subject from nurses, professors, and doctors. Research highlights mobile 
application’s ability to teach content in a variety of styles as well as provide deeper 
clarifications on specific topics.  
When asked if they wished an app existed to help their studying, 80 percent of 
participants expressed a desire for that to make the learning process easier and much quicker to 
access. The last 20 percent sees online learning as taking away the person-to-person contact that 
comes along with technology.  
Though none of the participants ever heard of Nursing Central specifically, their 
description of an ideal app lined up directly with what Nursing Central offers: specialty related 
information, updated research, and study guides. They also unanimously agreed all students 
would benefit from having an app like Nursing Central. Phones aren’t permitted in the 
classrooms, making the use of Nursing Central difficult.  
 
 
 
 
 
 
 
 

4 
Method: ​Website Audit 
 
Results:​ ​Our team conducted an audit of both websites, Nursing Central and Unbound 
Medicine. Unbound Medicine’s website provides an effective and well-integrated search 
function for consumers.  
Findings showed both websites and logos differ in color schemes. Nursing Central’s logo 
appears differently on both its application and its website. The differentiation in color schemes 
potentially causes graphic noise, affecting navigation and the viewer’s mood. The variation in 
logos can negatively affect Unbound Medicine for brand recognition. 
The font is small and packed tightly with a heavy word count causing potential distress 
on the consumer’s eyes. Navigating through the sidebar is efficient, however, the reading level 
within “features” may be too difficult for consumers new to the industry.  

 
 
 
 
 
 
 
 
 
 
 
 
 
5 
  
Primary Research Conclusion 
 
Much of the information founded from the primary research is used throughout the plan. 
Results on students viewing search engines such as Google as unreliable, perferring online 
resources rather than physical textbooks and interview participants being unaware of what 
Nursing Central is, set the tone and overall goal of the plan of reaching out to faculty and 
students to better the classroom experience.  
 
Our public relations team believes Nursing Central’s website has potential to fit the 
vision and identity of Unbound Medicine. The overall design of the site is text-heavy and dull. 
The differing colors and themes of Unbound Medicine and Nursing Central may lead to 
consumer confusion and brand parity.  
 

6 
  
Secondary Research 
 
Method:​ ​Media Audit 
 
Results: ​After researching the Nursing Central application on multiple interfaces, results show 
an excellent user experience, application functionality, and search functions. Consumers praised 
Nursing Central’s ability to integrate substantial amounts of information into a single app. 
Unbound Medicine’s website provides an effective and well-integrated search function for 
consumers.  
However, the results also showed the apps lacked customization. The reviews discuss 
limited organizational options within the density of the app which hinders a user-friendly 
experience. Other issues and complaints relate to technical problems.  
After conducting an analysis of the reviews for both the Apple and Google store versions 
results showed the apps lacked key functionality in one area. Due to the cultured and dense 
nature of the app, users requested more customization and organizational options to optimize 
their experience. We also recommend changes to Unbound Medicine’s website and applications 
to distinguish the differences between them since many reviews confused the company name 
with the product name. 

7 
Google Play Store Analysis   
Average Review: 4.4 
The following chart represents an analysis of Nursing Central reviews given by past and 
previous users. The table is organized by the number of stars given from consumers and shows 
trends differentiating through each consumer ranking recorded on the Google Play Store.  
 

Stars   Number of  Analysis of Reviews  

  Reviews  

Five  170  The Reviewers use three buzzwords resourceful, helpful, and 
convenient. Some reviewers also expressed that the app had great 
built-in value 

Four  24  Most of these reviews are generally positive and mostly 
complement the app. Some reviewers had slight problems but 
received great help from the customer support team. An issue some 
of the reviewers mentioned revolved around the cost of the app.  

Three  13  Most of these reviews deal with what reviewers believe are key 
missing features. However, it appears that most if not all of what 
people had problems with already existed in the app. That may 
indicate a need for a more in-depth tutorial for the whole app rather 
than the individual tutorials scattered within the app. An Interesting 
issue reviewers brought up involved the cost of re-up saying the app 
was great, but the re-up costs felt too high. 

Two  9  Most of these reviews seem to deal with mostly technical and app 
issues. No complaints about any missing features. Unbound also 
responded to all of these reviews with advice and help which 
showed great customer service.  

One   18  Most of these reviews dealt with mostly technical and app issues. 
  None of the reviews talked about feature related problems or 
content problems. Unbound medicine did respond to all of the 
reviews in this category with advice and even added numbers and 
contact times for vocal customer support. In addition, The support 
team also tried to replicate issues, and when they can't, let the 
reviews know they made the attempt.  

8 
 
 
Apple Store Analysis 
Average Review: 4.8 

The following chart represents an analysis of Nursing Central reviews by past and 
previous users. The table is organized by the number of stars given from consumers and shows 
trends differentiating through each consumer ranking recorded on the Apple Store.  
 

Stars  Number of  Analysis of Reviews 

Reviews 

Five  2,612  Consumers raved over the convenience of their ability to search 
everything in one place, without carrying bundles of books. The 
application; mostly described as easy to use, and very helpful in 
clinical settings. The drug guide and calculation section were often 
mentioned. 

Four  124  Overall described as a great application with a straight to the point 
format. The word convenient was often used. Price was mentioned 
often; however it was referred to as worth it. Very helpful tool, and 
best purchase consumers made in nursing school. 

Three  30  Reviews showed the consumers love for the app, however revealed 
they could not afford it. Davis Drug Guide was also frequently 
mentioned because of its disappearance. The dictionary was also 
described as very slow. However, there was a lot of praise for the 
information and its overall substance. 

Two  20  Consumers expressed the app is not user friendly, with a high cost. A 
lot of the negativity derived from switching IPhones and losing 
subscription services with the need to re-purchase what they had 
already paid for. Slow updates and compatibility issues with older 
phones. 

One  46  Mostly complaints referencing the price, technical issues and 
renewing the application yearly. 

9 
Method: ​Review of Apple’s​ iPad in Education Results 
 
Results:​ ​After reviewing this secondary research source, it became apparent that a potential 
link between the usage of computer-based learning tools and increased test scores exists. The 
study presents a handful of test cases demonstrating an increase of performance across different 
grades and a variety of subjects.  
The Montlieu Academy of Technology High Point in North Carolina implemented a 
one-to-one iPad program to its curriculum. Five years later, academic scores increased by 44.9 
percent in the subject reading and over 55 percent in math and science. This is one of many 
examples that highlights and provides numerical evidence of the benefits learning through apps.  
 
Link to original study:  
https://www.apple.com/in/education/docs/ipad-in-education-results.pdf​.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 

10 
  

Secondary Research Conclusion  

 
Most of the problems affecting the app and lowering its rating involved technical or user 
issues. These all seemed to be handled with great care by the support team. The other minor 
challenge that arose related to the high cost of the app. Also, some reviews mentioned the 
company should offer some discounts for graduating students entering the professional world 
who use the app extensively. Overall, the reviews sounded positive with many people 
highlighting how resourceful, helpful, and convenient the app was. 
 
The Apple Store reviews revealed consumers were happy with Nursing Central. 
Consumers value Nursing Central as an easy to use product helping them find results every day. 
Nursing Central is described as a helpful alternative to heavy textbooks with all the information 
in one search. The majority of the issues pertaining to the application were associated with slow 
processing features, frequent updates, crashing and high expenses. Most of the technical issues 
were mentioned over five years ago when Apple released iPhone 5 and 6. Throughout the 
reviews, a visible pattern of technical issues associated with previous generations of iPhones. 
Recent reviews reflect much more positivity on Nursing Central. 
 
The research implies positive correlation between increased scores and updated 
application technology. Emphasizing the correlation between mobile learning resources and 
increased test scores will motivate consumers to purchase and recommend Nursing Central to 
others.  
 
 
 
 
 
 

11 
 

Important Research Takeaways  

➢ Students show cognitive dissonance with the use of Google 

➢ Student preference for online resources 

➢ University professors utilize online resources more than physical ones 

➢ Current nurses couldn’t use phones in class 

➢ Correlation between higher testing scores and the use of apps  

 
 

12 
 

Global Ambition 

This plan will help Unbound Medicine create an awareness campaign that promotes one 

of its applications, Nursing Central. As awareness rises, Unbound Medicine will not only have a 

solid and positive image but will no longer confuse customers with various name combinations. 

Ultimately, Unbound Medicine’s consumers will know the difference between all applications 

and will view Nursing Central as the must-have application in the nursing field.  

Positioning Statement 

By plan’s end, Unbound Medicine will position itself as a resource to not only a wide

array of nursing students, but also among professional nurses in the field. Consumers will be able

to distinguish what application matches their organizational needs. The public will recognize the

difference between Unbound Medicine and Nursing Central and will view the company as a

modern necessity in the medical industry.  

13 
  
 
Audience Identification 
 
Internal   External   Intermediary  Special 

Unbound Medicine  Nursing Students  Social Media  Media  

Employees    Influencers 
  University   
Administrators and  Medical TV Show 
Deans   Producers (reality and 
scripted) 
 
Professors   

 
 
 
Audience Ranking   

Must Influence  Should Influence 

Likely to Influence  Nursing Students  Media 
   
University  Unbound Medicine 
Administrators and  Employees 
Deans   
 
Professors 
 

Unlikely to  Social Media Influencers  Medical TV Shows Producers 

Influence    (both reality and scripted) 
 

14 
 

Definitions for Audience Message Choices 

Force Field:​ ​A force field chart examines the motivating and restraining factors that will affect 
the audience’s ability to receive and act on the message’s call to action. The driving and 
restraining forces can either be attitudes or actions within the same category or state of mind. 
The higher the number on either side of the chart, the stronger the opinion or attitude the 
audience holds toward that statement. The overall message derived from the force field will be a 
statement talking directly to the consumer.  

Messaging Chart:​ ​A messaging chart shows how the brand and/or product is currently 
perceived by the target audience. With the correct message put in place, the organization’s state 
will change in the mind of the consumer. The message here will be a specific message in the 
third person to reach the desired state.  

MAC Triad: ​A MAC Triad examines the carry out of a message by showing its intended 
audiences and choice of channels. This visual chart helps understand the choice of message for a 
specific consumer group as well as the best option to reach this audience. The message here will 
be a general message.  
 
 
 
 
 
 
 
 
 

15 
  
Audience 1: Nursing Students  
 
Force Field Chart
Driving Forces   Restraining Forces  
Helpful in-app resources  Students don’t use medical apps 
---------------------------->  < ------------------------------------------- 

Easily accessible via phone and tablet  Phone restrictions within the classroom 
------------------------------------>  <------------- 

Content custom to nursing students   Limited extended customization on app  

---------------------------->  <------------------------- 

1 2 3 4 5 5 4 3 2 1

Message:​ ​Nursing Central provides an easily accessible comprehensive medical app 

with content customized for medical students. Nursing Central helps you not only 
survive, but thrive within the classroom and throughout their careers. 

Change Agent Messaging Chart 

Present State  Message  Desired State 

Nursing students don’t know  The easy accessibility,  Nursing students prefer 
the benefits of Nursing  frequent updates and search  Nursing Central because they 
Central and don’t use it.  features of Nursing Central  see it as a valuable resource. 
  help students excel in the  They will subscribe and 
classroom and their field.  recommend Nursing Central 
  to others.   
 
 
 
 
 
 
 

16 
MAC Triad 

Message  Audience  Channel 

Nursing Central is a  Nursing Students  Social media, tech and trade 
must-have application to  outlets (​CNet, Tech Crunch, 
succeed in any nursing  and Science Daily) 
program.  
 

Audience 2: University Administrators and Deans

Force Field Chart

Driving Forces   Restraining Forces 

Save money when buying in bulk  Lack of funds 

------------------>  <--------------------------------------------​- 

Innovative learning resource  Fear of change 

--------------------------->  <------------------------- 

Online resources may lead to higher  Fear of online resources creating 

NCLEX scores  classroom distractions. 
--------------------------->  <----------------------------------------------  

1 2 3 4 5  5 4 3 2 1 
 

Message​:​ ​Nursing Central provides an innovative learning resource which may 

improve NCLEX scores, providing a strong value for your students.  

17 
 

Change Agent Messaging Chart 

Present State  Message  Desired State 

Nursing Central is not  Nursing Central is vital to  University administrators and 
well-known and not used  teaching the most successful  deans will invest time and 
widely  nurses, positioning your  money in Nursing Central and 
school/program with higher  recommend to others 
NCLEX scores   
 
 
MAC Triad 
 
 
Message  Audience  Channel 
Nursing Central is an  University Administrators  Email blasts, scholarly 
innovative learning resource  and Deans  journals, medical magazines 
with strong correlations to 
higher NCLEX scores, 
making our app price 
invaluable for our student’s 
success.  
 

18 
 

Audience 3: Nursing School Professors 

Force Field Chart  

Driving Forces Restraining Forces

Provides an affordable comprehensive Expensive for students if not required
school resource <----------------------------------
------------------------->

Professors can implement requirements Students can postpone buying

for class application
-------------------------> <----------------------------

Nursing Central can guide students Print or other digital applications can be
through their college career a guide
------------------------------------> <-------------------

1 2 3 4 5 5 4 3 2 1

Message​:​ Nursing Central is a helpful classroom tool for nursing students. Students will 

be less stressed and more educated with Nursing Central as a guide to help with 

homework, clinical and NCLEX exams. 

Change Agent Messaging Chart 

Present State  Message  Desired State 

Nursing Central is not
well-known therefore, used at
a few schools.
Nursing Central is a tool that
will have every nursing
student thankful and relieved
once downloaded.
Professors will recommend or
require Nursing Central as an
important tool throughout
nursing school and
recommend it to other
faculty.

19 
MAC Triad 

Message  Audience  Channel 

Nursing Central is a guide  Professors  Email blasts, scholarly 

every nursing student should  journals, medical magazines, 
retain throughout his/her  Youtube 
college careers.    
 

20 
 Channel & Media Selection  

Nursing Students-​ ​Students are the the main audience to Nursing Central. Obtaining nursing 
students to notice and take interest in the application is essential to the app’s lifeline. Students 
will use the app for educational purposes and carry it with them through their professional 
careers. 
 

University Administrators and Deans -​ ​Administrators and deans are significant

influencers within universities. Not only can they recommend the use of Nursing Central to 
faculty but they can make it a requirement. Administrators and deans are constantly looking for 
convenient, positive ways to advance their school. 
 
Professors-​​ ​Professors. As influencers, have the power to recommend or make it a requirement 
for their students to get textbooks and other necessary tools for class. Students look up to their 
professors and consider their advice. Professors will consider requiring Nursing Central as a 
lifelong guide for students. 
 
Media​-​ ​The media is a key component to the plan due to the audience always being on their 
device and constantly being influenced by things they see on the mediums they use. By grabbing 
nursing students attention on this, it will lead to the call of action of purchasing Nursing Central.  
 
 
 
 
 

21 
  

Issues and Correlating Objectives at a Glance 

 
 

Issues  Correlating Objectives 

   

   
Similar medical applications deter institutions  Objective 1.0:​​ Increase sales of Nursing 
from purchasing Nursing Central.  Central among nursing students by 15% in 15 
months.  
 

   
Nursing institutions fail to recognize the  Objective 2.0:​​ Persuade university 
correlation between in-hand medical  administrators and deans to implement 
applications and increased test scores.  Nursing Central into 10 curriculums in 18 
months. 
 

   
Students are hesitant to purchase educational  Objective 3.0:​​ Incorporate Nursing Central 
resources unless required for courses  into 15 University syllabi nationally over the 
  next 24 months. 
   

   
Unbound Medicine and Nursing Central lack  Objective 4.0:​​ Increase brand recognition of 
distinguishable attributes, resulting in  Nursing Central among current and 
consumer confusion.  prospective users by 30% in 18 months.  
 
 
 
 

22 
  

Public Relations Plan Outline  

 
Objective 1.0​ ​Increase sales of Nursing Central among nursing students by 15% in 15 months. 
 
Strategy 1.1​ ​Portray academic benefits of Nursing Central to current nursing students  
through testimonials expressing the ease and necessity of the app. 
 
Tactic 1.1.1​ ​Create digital (when not an option, print) ads near public  
transportation and billboards near medical schools and hospitals featuring 
student testimonials of Nursing Central. 
 
Tactic 1.1.2​ ​Recruit social media influencers through LinkedIn, Instagram, and  
Twitter to speak highly of Nursing Central. 
 
Tactic 1.1.3​ ​Feature Youtube ad video comparing the reliability of search  
engines like Google to Nursing Central. 
 
Tactic 1.1.4​ ​Create a celebrity endorsement through popular medical drama  
series actors (i.e. Ellen Pompeo, Zach Braff, Patrick Dempsey, etc) 
 
 
 
 
 
 

23 
  
 
 
Objective 2.0​ ​Persuade university administrators and deans to implement Nursing  
Central into 10 curriculums in 18 months. 
 
Strategy2.1​ E​ducatemedicalinstitutionsonthesignificantcorrelationbetween  
educational apps and increased test scores. 
 
Tactic 2.1.1​ ​Create an infographic depicting the relation between  
educational apps and increased test scores and distribute through  
targeted email blasts. 
 
Tactic 2.1.2​ ​Write a press release​ on Nursing Central (Philadelphia  
Business Journal, Health PR Agencies) 
 
Tactic 2.1.3​ ​Produce Youtube video depicting correlation between  
educational mobile applications and higher test scores. 
 
 
 
 
 
 
 
 
 
 

24 
  
 
 
 
Objective 3.0​ ​Incorporate Nursing Central into 15 University syllabi nationally over the next  
24 months. 
 
Strategy 3.1​ ​Persuade professors to mandate Nursing Central as required course content  
by emphasizing the app’s academic benefits of the app. 
 
Tactic 3.1.1​ ​Design a persuasive infographic depicting correlations between use  
of apps and higher test scores in scholarly journals and medical  
magazines. 
 
  Tactic 3.1.2​ ​Produce a Youtube video series using professors and students to  
talk about Nursing Central’s success in their classrooms. 
 
 
 
 
 
 
 
 
 
 
 
 

25 
  
 
 
Objective 4.0​ ​Increase brand recognition of Nursing Central among current and prospective  
users by 30% in 18 months. 
 
Strategy 4.1​ ​Distinguish Nursing Central as a product of Unbound Medicine through  
updated branding. 
 
Tactic 4.1.1​ R​edesign current logos and application cover art to make Unbound  
Medicine and Nursing Central distinguishable as related but not the same. 
 
  Tactic 4.1.2​ Update the Unbound Medicine website by consolidating text-heavy  
information and updating fonts to be easier to read. 
 
​Tactic 4.1.3​ ​Create a slogan to differentiate Nursing Central from Unbound  
Medicine.  
 
 
 
 
 

26 
  

Timing 
 

Strategies and tactics will begin May 2019. In the next 24 months, the Nursing Central 

application will be marketed to university administrators, deans, faculty and nursing students 

across the country. The use of all tactics are explained in the plan. Starting with an update of 

branding to give Nursing Central a pleasing feel and look for users ending with the recruitment 

of social media influencer and medical drama series, the timing of the tactics are arranged laid to 

reach each audience to when they would take interest in the application. 

27 
  

28 
 

Budget 
 

Print ads of student testimonials on public transportation $3,000

Billboards of student testimonials $2,500

Social media influencer sponsorship $1,000

Youtube in-stream advertisements $1,500

Infographic in scholarly journals and medical magazines $400

Redesigning of logo $100

Redesigning of website $200

Agency Fees $2,000

Total $10,700

 
 

29 
 

Nursing Student Online Survey Questions 

1. What school/university do you represent? 

2. On a scale of 1-5, 1 being not reliable at all and 5 being very reliable, how reliable do you 

believe online browsers like Google are for obtaining medical information? 

3. On a scale of 1-5, 1 being once a month and 5 being multiple times a day, how frequently 

do you reference Google for medical information?  

4. Which would you prefer: an online resource or a physical textbook? Please briefly 

explain your preference. 

5. Check all that you refer to for medical journals, online textbooks, etc.  

a. Computer 

b. Phone 

c. Tablet 

d. I do not refer to any of the above 

6. What medical media influencers or medical TV shows do you follow, if any? (i.e. 

scripted dramas, comedies, reality, talk shows, etc.) Please write all that apply.  

30 
 

Faculty Online Survey Questions 

1. Do you think online resources on mobile devices help or hinder education? Why? 

2. Do you require students to have physical textbooks? If no, what alternatives do you 

require? 

3. Do you believe online search engines, like Google, are trustworthy for quick medical 

referrals? Why or why not?  

4. Have you heard of Nursing Central or UCentral? If so, how?  

5. Have you heard of Unbound Medicine? If so, how? 

31 
 

Current Nurses Interview Questions 

1. What kind of resources did you use in nursing school and what resources do you wish 

you had? 

2. Did you ever use online resources to help you with your homework instead of using your 

textbooks? If so, how often and how effective? 

3. Do you wish you had an app to help you out with your studies while in school? 

4. Were you allowed to use cell phones or electronic devices while you were in school 

during class as a resource? If so, what were you allowed to use? 

5. Do you think it is a good idea to have nursing students download a nursing resources 

app? Why or why not? 

6. Have you ever heard of anything like this? If so, what?  

7. Do you feel that online nursing resources are positive or negative for nursing?  

       

   

32