Posts Tagged Radio Commercials
Remaining relevant and up-to-date on all digital platforms is essential for healthcare advertisers and providers’ long term success. For some, this includes having an app, which more and more hospitals are beginning to implement. But before investing time and dollars into app development, there are questions to ask to determine if an app is the best healthcare marketing solution. Based on the hospital’s marketing goals and objectives, is an app effective? Is it worth the cost? Is it App Worthy? Below are 3 Steps to help you answer these key questions and prepare for an effective hospital app strategy:
Step 1: Establish web presence that translates across all devices and has strong mobile visitorship, and review Google analytics and traffic trends to uncover patient, staff and community mobile behavior and needs. Websites for hospitals and healthcare organizations play a significant role in patient experience and in managing the hospital’s brand perception in the marketplace. Learn more here.
Step 2: Develop an app concept that addresses needs of the mobile or tablet-based user that are not and cannot be met by the optimized website, and therefore, will offer a new or different experience to patients and the community. For a hospital or healthcare provider, this experience could be scheduling an appointment, real-time Emergency Room or Urgent Care wait time updates, or an interactive physician referral tool. There must be a strategic, defined purpose for an app that will enhance an individual’s life, in a way that is unique, not provided anywhere else, and is true to the brand and brand strategy.
Step 3: Allocate the necessary resources for ongoing app management. For example, if the app is for appointment-setting, will the software between the mobile app and in-office desktops sync? If there are bugs, is IT or another vendor available to address issues in real time? If for a physician referral platform, is there a designated process for updating physician information and insurances accepted as changes occur? Plan ahead to ensure that the app will run smoothly, otherwise you risk the integrity of the user experience.
When used correctly, radio can be one of the most effective advertising vehicles available. Why you ask? Sit back, relax and let us explain how radio can be used to produce powerful results for your company.
“Theater of the Mind”- One of the top attributes of radio is its ability to produce what is commonly referred to as the “Theater of the Mind.” Let us explain… One of the most interesting things about sound is just how much it can convey. Sound can evoke emotions and images in the listeners’ minds. For advertisers, this means that the listeners’ mind can take a well-produced radio commercial and create a favorable image suited to their individual taste.
Radio is Intrusive- We understand that the word “intrusive” may seem harsh, but don’t let it scare you. You want your advertising to “intrude” into peoples’ lives in order to be noticed. Due to the nature of its portability, radio is considered one of the most intrusive mediums. Radio can influence listeners while they are living their busy lives. Radio is also a form of entertainment, meaning that the majority of listeners are not only choosing to listen to radio, but are also “actively” listening and are therefore engaged.
Targeted- Radio presents the ability to target audiences based on geographic, demographic and psychographic listener characteristics. Made possible by Arbitron Inc., an international media research firm that measures the network and local market radio audiences, advertisers can obtain qualitative and quantitative information regarding listeners. This data allows advertisers to effectively reach the listeners that will benefit from their message. Oh and don’t worry, they aren’t enlisting spies, this information is freely given.
Direct Response Medium- Direct response advertising is the communication of a message that elicits action. Contrary to branding ads which serve to drive market awareness, direct response ads provide a specific call-to-action, typically in the form of either a phone number or URL. Results of the commercial can be tracked in terms of calls, orders, customers, leads, sales, revenue and profits generated from the airing of those ads.