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Building Outdoor Advertising Campaigns for Healthcare

August 9, 2023

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.

Why is OOH Effective for Healthcare Advertising?

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.

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Best Formats and Placements for OOH Healthcare Advertising

There are a variety of OOH formats that Healthcare advertisers can use. Here are a few of the most popular and impactful:

Place-based Media
Place-based media is the top type of outdoor advertising for healthcare advertisers. Here are some of the best places for healthcare brands to showcase their ads:
  • Grocery Stores and Retail Media: Grocery stores, convenience stores, and other retail outlets with pharmacies can be especially effective placements. Some stores have health assessment kiosks. These kiosks display ads while consumers fill their prescriptions or browse for health products.
  • Pharmacies: Banner stands and digital displays in independent pharmacies raise awareness of your brand. Some pharmacies may have branded pharmacy bags or sanitizing stations.
  • Testing Facilities: Testing facilities often have waiting room screens that show where patients are in line. These can have ads displayed.
  • Laundromats: Laundromats will sometimes have areas where healthcare advertisers can place their advertisements.
  • Doctors' Offices: Doctors' offices reach audiences already taking action on their health. Insurance brands should remember that not all doctor offices accept other insurance brands.
  • Senior Centers: Senior centers can be a great way to reach those 65+. One way that many advertisers reach audiences in these places is through totems with rack cards. These are poles with a rack of cards or brochures that audiences can take with them. The advertisements contain more information about the brand and how they can take action.
  • Paratransit: Paratransit shuttles aid disabled individuals in traveling from their homes, assisted living facilities, pharmacies, grocery stores, doctors, and more. Three-quarters of these riders are 70 or older. These branded buses can display helpful ads for senior citizens.

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 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.


How Does Healthcare OOH Follow the Customer Journey?

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.

Goals of Healthcare Advertisers

There are a variety of KPIs healthcare advertisers want to achieve through their outdoor advertising. Here are some of the most common objectives we see at Billups:
  • Drive traffic to open enrollment websites.
  • Drive traffic to specific locations.
  • Scan a QR code for more information on the website, download an app, or sign up.

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.


What are Healthcare Advertising Best Practices in OOH?

Healthcare advertisers should know where their audience is and how to follow the customer journey. Here are a few other best practices for healthcare advertisers:
  • Know your audience: Have details ready on the specific demographic you want to target. Your demographic informs where you place your media. It drives placements geographically and what places the audience frequents. These places may include laundromats, pharmacies, or grocery stores. When driving traffic to a location, you will want to target a minimal geographic area.
  • Know what media is available: Some markets may have limited outdoor advertising opportunities. Advertisers often hire fleets such as Mobile Billboards to drive around and spread the message in these areas.
  • Consider your messaging: Depending on your message; you may only be able to run your ad during certain times. For example, an open enrollment advertisement should only run during open enrollment. Media Owners also have final approval on all ads that appear on their units. Some messaging that may be controversial may not be accepted depending on the Media Owner and the location of the unit. Be aware of local and federal rules and regulations that may affect your advertising.
  • Think about your competition: Many other advertisers may be vying for your same audience with similar products or services. Ensure that your creative stands out and determine an effective strategy.

Work With Billups on Your Next Healthcare Advertising 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!

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