The healthcare sector is one of the biggest spenders in the advertising space, spending nearly $10 billion in 2015, according to data investment management firm Kantar Media. Of course, this trend is not relegated to the United States as similar spending trends have been observed throughout most of Europe as well. Although the healthcare industry is spending a considerable amount on advertising campaigns, it doesn't take away from the seriousness of their overall mission, improving health and saving lives. However, advertising is critical as it helps hospitals, nursing homes, clinics, and the like generate the revenue that they need to provide the best care possible to their patients. In this article, we will detail several ways to be more creative in healthcare advertising as a means of getting the most out of your advertising dollars.
MAXIMIZING YOUR HEALTHCARE ADVERTISING CAMPAIGNS
When it comes to getting the most bang for your buck in the advertising, there are several key factors that you should become familiar with and apply in your campaigns including
- Identifying motivators
- Identifying emotional drivers
- Adopting creative and considerate advertising strategies
These three factors play a critical role in consumer emotions, behavior and, most importantly, purchasing decisions. These general principles in advertising have led to successful campaigns for organizations spanning a variety of industries, and they can work in healthcare advertising as well.
While mass marketing might be effective for most products and services, it may not yield the same results in the healthcare sector. In terms of increasing pharmaceutical sales, for example, studies have shown that consumers are more likely to respond favorably to direct-to-consumer advertising as they believe manufacturers have their best in mind. In fact, studies show that patients are more likely to request prescriptions from their physicians that were part of a direct-to-consumer campaign.
Whether you're operating in the healthcare space or any other industry, human emotion can play a tremendous role in the success of your advertising campaign. In marketing, this concept is described as “breaking the fourth wall.” And yes, it is a highly effective form of advertising. Consumers are generally drawn to product and services that tug at their heartstrings. To help put this into context, some drug manufacturers have used popular social media platforms like Youtube, for example, to share a patient's experience with a particular medication and how it transformed their health.
Not surprisingly, those who can identify with another person's experience will purchase the same product in hopes of experiencing similar results. Although advertising, if done correctly, can reach a lot of people, consumers invariably want to feel like manufacturers are interested in improving or enhancing their lives through the product and services they offer. The same applies to the healthcare industry as well. Consumers want to be assured that the medications, durable medical equipment, and treatments being advertised can add real value to their lives.