The healthcare category houses a wide swath of advertisers, featuring the likes of health insurance providers, Medicare and Medicaid services, medical facilities and hospitals, Lasik surgery providers, cancer treatment centers, plastic surgeons and those ubiquitous clinics providing assistance for men with Low-T.
“If you have the right campaign, right message and the right solution, Digital Media can be particularly productive for healthcare businesses to break through the clutter,” says Lonnie Hirsch, founder & CEO of Hirsch Healthcare Consulting.
Agreed, says Lonnie Hirsch, founder & CEO of Hirsch Healthcare Consulting. “Unless you have a huge enterprise all over the country, most healthcare marketing and advertising is going to be local—which is an advantage for targeted LOCAL Digital Media. For the buyers who have multiple locations in the same market, Digital Media (Mobile Solutions) is an excellent means to reach a targeted audience.”
There is also a seasonal bent to healthcare advertising. Lasik is pretty much year-round, but in the spring and summer, when people are out in shorts and more revealing clothing, there is a definite emphasis from many of these advertisers. Spring is a pretty good time for a lot of the healthcare businesses, particularly those promoting aesthetics, plastic surgery, weight loss and skin treatments.”
Opportunities are also mounting since the dawn of the Obama Administration’s Affordable Healthcare Act, as insurers vie for new customers, including college graduates and Millennials. For those who have not previously had health insurance, there’s a whole new audience of potential consumers. Because so many of the health plans have a high deductible, consumers are becoming more discretionary about who they sign with. This is where health providers are utilizing Digital Media Solutions to get their brands established in the memory of the audience.
Source: Inside Radio