Media Daily News

Healthcare Marketing: Digital Newspaper Ads Effective

Newspaper digital ads provide a strong reach and reader responsiveness.

Newspapers are struggling.  Circulation and ad revenues are down.   Some newspapers have stopped the presses or reduced their days of publication.  In response, and to adapt to changing consumers habits, newspapers have put an emphasis on digital content.  And research indicates their efforts are delivering results.

A study by Frank N Magid Associates  commissioned by the Newspaper Association of America found from a survey of 2,518 online interviews among adults 18+, 60% have looked at an online version of a newspaper from a laptop or desktop.  The study also found 25% has looked at a newspaper from a smartphone and 12% from a tablet.   Considering the overlap, 67% of the respondents fell into one or more of the three categories.

The original survey was followed by 1,179 online surveys and nine focus groups.  The research also found that 66% of digital newspaper media consumers said they act on digital ads displayed with newspaper content.  Additionally 61% of tablet users said they act on newspaper tablet ads and 59% of samrtphone users respond to ads.

Erik Sass referenced the study and reported in MediaDailyNews that 65% of adults ages 18-34, have read a newspaper on a computer in the last week compared to 48% of adults 65+.  And 41% of adults 18-34 read a newspaper on a smartphone, compared with 11% of adults 65+.

This is good news for healthcare marketers it gives some confidence there is an audience for digital newspaper and those readers are responsive to online ads.  This does not mean marketers can just take print ads and put them in a digital format.  It will require new creative strategies. And digital ads also will allow click thrus and more interaction with consumers.

The future of newspaper advertising will definitely be in digital formats and content. That too can be effective for healthcare marketers but will require different strategies and new creative approaches.

Healthcare Marketing: Online Ads Have Better Recall and Likeability

Recent research indicates online advertising has better recall and likeability than traditional television ads.

In a study of over 14,000 surveys, the results indicate that online commercials have better general recall, brand recall, message recall and likeability than traditional television advertising. The survey results were reported in the MediaDaily News in an article written by Wayne Friedman.

Online video ads had a 65% general recall compared to 46% general recall for television.  Brand recall online was 50% to TV’s 28%; message online recall comes in at 39% to TV’s 21%; and online likeability was 26% to TV’s 14%. The study was conducted by Dave Kaplan senior vice president pf product leadership at Nielsen IAG and Beth Uyenco, director of global research at Microsoft.

There were three primary reasons online video advertising was more effective:

  • Internet video viewers are more engaged and attentive.  This is partly due to it newness as a media.
  • The inability to skip ads.  About one-third of U.S. viewers of traditional television has the ability to skip ads.  That ability does not currently exist with online videos.
  • Reduced advertising clutter.  Online videos have about 4 minutes of advertising per hour compared to 15 minutes for traditional TV.   However the frequency of online ads is increasing.  Advertising’s sweet spot is six to seven minutes per hour.

The study indicates online video advertising is superior to traditional TV advertising but based on the reasons for the online’s superiority, it may be short-lived. The newness of the medium will wear off and advertising clutter online will certainly increase as the demand for goes up.

But for now, there appears to be distinct advantages for online video advertising. This is important information for healthcare marketers.  Opportunities to purchase online video ads should be seriously considered.  Although currently there may be few opportunities in local markets, we should remain on the watch for possibilities.


Healthcare Marketing: TV and Internet Effective Ways to Reach the Affluent

Research indicates the “very affluent” watch television almost as much as those less affluent.  And they spend even more time on the web.  


It’s sometimes commonly thought that the “very affluent” don’t consume media like those less affluent.  With all the entertainment options available to those with high incomes it would seem they would spend less time watching television.  Not so!  A study by Ipsos Mendelsohn, a division of Ipsos MediaCT discovered that homes with incomes of greater than $250,000 watch an average of 17.3 hours of television per week.  This is just barely less than those with incomes in the $100,000 to $150,000 range who average 18 hours per week.  Even those who are very affluent and have many more options for use of their leisure time, still consume almost the same amount of television per week as those less affluent.

However, David Goetzi reporting for MediaDailyNews referenced the study stating that higher income households average 27.4 hours per week on the internet as compared to 22 hours per week for those households with lower incomes.

There are two important observations from the study that are very relevant to hospital marketers.

  • Television is still a very viable option for healthcare advertising. Seventeen hours per week is a significant amount of time.  Even the affluent can still be effectively reached with television advertising.
  • A hospital’s marketing plan should include a strong emphasis on the internet. Consumers are on the web.  They are very active using the internet.  And the more affluent, the more time they spend on the internet.

Every hospital wants to reach the affluent.  Every hospital wants to communicate with those who are more likely to have private insurance or have the ability to pay for healthcare services.  And they can be found in the same places as those less affluent.  They too are still addicted to television.  And they supplement TV time with even more internet time than those with lower incomes.