Whether you are a pharmaceutical company, a health care provider, or a health insurance agency, audiences must understand your products or services. Healthcare advertising is more niche than many other advertising categories. It is also heavily based on demographics, with many advertisements targeting senior citizens. Healthcare advertising can be competitive, with similar companies vying for the same audience. How can you reach your target audience and stand out from your competitors?
In this article, you will learn how healthcare advertisers can use Out-of-Home(OOH) to reach their audiences and get them to take action.
OOH is an effective medium for healthcare advertising. It reaches a broad audience in places where they are likely to take notice. It also acts as an additional touchpoint to a media mix. The more that someone sees an ad, the more likely they are to take action on it.
Though it has a broad reach, it can also be targeted. Campaigns can be hyperlocal to suit a specific geographic area and demographic. It is a great way to reach older generations who may not be as digitally savvy as the younger generations. Placing advertisements in areas close to a physical location, such as pharmacies, senior centers, and clinics, helps healthcare advertisers ensure they are hitting their target audience in a time and place where they are more actively thinking about their health and more likely to take action.
Billboards
Billboards are frequently used for wayfinding or to raise brand awareness. A giant Billboard or Bulletin commands the audience's attention. Advertisers place Billboards strategically along a highway or in proximity to their brand's physical location. This encourages viewers to take immediate action on your brand while out and about.
Transit
Transit reaches people while they are moving between locations. Transit advertising can have some form of wayfinding to help audiences find your brand. It also builds general awareness.
It's critical always to use multiple touchpoints in your healthcare advertising strategy. The more places someone sees the media, the more likely they will recall the message later. One of outdoor advertising's main goals is to be where your audience is and in a context relevant to your brand and their needs. Healthcare advertising can be on a national scale but is often hyperlocal - targeting a specific audience in a particular community.
Let's say a senior citizen needs to get to a pharmacy to pick up a prescription. They could take paratransit branded with the messaging. As they are en route, they see bus shelters, Billboards, and Bus Benches with the same message. When they arrive at the pharmacy, they see totems and banners with the advertisement. They take one of the fliers from the totem and sign up for the service.
One interesting form of advertising that is sometimes considered OOH is direct mail. This can be especially useful in targeting older audiences. When targeting older audiences for Medicare services or healthcare services for 65 and older, most advertisers are more interested in outdoor placed-based advertising. They want someone to sign up in person at a physical location or over the phone rather than signing up online. However, healthcare advertisers targeting younger demographics often add online advertising to their media mix.
Many healthcare advertisers want to drive traffic to specific locations or radiuses rather than raise general brand awareness. But some healthcare brands may also opt for a brand awareness campaign.
Billups has experienced OOH specialists all over the globe. We work with many healthcare advertisers in various markets. We understand the nuances involved in your brand category. We can help you fine-tune the details of your campaign, execute it effectively, and provide analytics that shows ROI on your outdoor advertising budget. Reach out today to learn more!
