Traditional media is still an important component in the hospital marketing media mix. There is power and scale in newspaper, television and radio advertising for healthcare marketers. But the data-driven opportunities available in the digital space and the ability for precise targeting are just not as sophisticated and advanced in traditional channels – until now.
Major Media Companies Offering New Data-Driven Targetability Tools
Hoping to close the gap between the benefits offered by traditional advertising and those offered by online advertising, both Time Warner Inc.’s Turner Broadcasting and NBCUniversal (owner of channels including USA, Bravo and E!), have recently unveiled new tools that offer more precise targetability and believe marketers will no longer have to choose between the reach of traditional and the data-driven opportunities online.
Turner is offering a product called “Audience Now” that will help advertisers reach specific audiences likely to purchase their product. The tool uses data that merges shopper loyalty card data – which is VERY valuable – with TV viewing.
NBCUniversal’s “Audience Targeting Platform” offers data-driven targetability using information from large databases on what products people buy, matched with data from set-top boxes that tracks the programs people watch.
Both companies say the data they use for this ad tool is “anonymized” – meaning they don’t see consumers’ personal information. (As healthcare marketers, we are trained to be very sensitive to private information.)
What This Can Mean for Healthcare Marketing Professionals
These tools are currently being offered at the national level during this summer’s “upfront” negotiations. But if and when made available at the local and regional level, will afford hospital marketers more precise, data-driven targeting. For example, our wellness commercials could be targeted to consumers, who based on purchase patterns, likely suffer from obesity, heart issues, diabetes, and other conditions. Our sleep center commercials could be seen by consumers, who based on related purchases, are likely to suffer a sleeping disorder. There would be many opportunities to reach and connect with specific audiences who are likely patients of specific service lines in our hospitals.
The Power of Television Advertising for Hospitals
The advantages of television go beyond the enormous reach is offers. Television commercials can tell a hospital’s story in a way no other medium can. Through the use of sight and sound, an effective commercial can evoke emotion, inform, entertain, connect, and create a desired response – but only when seen by the right audience. New tools and technology are on the horizon that can help ensure prospective patients hear and see our hospitals’ stories.
Need help telling your hospital’s story? Contact Jimmy Warren.
ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!