online vs traditional advertising

Are Yellow Page Directories Still Relevant for Healthcare Marketers?

 

When was the last time you saw a phone book lying around that actually gets used?

Some marketing experts may recall the time when the good and faithful printed Yellow Pages were a fundamental part of every doctor’s advertising effort. Sometimes it was the entire marketing plan. Everyone in the service area had at least one directory at hand and would use it when locating a needed resource.

But despite the relentless digital march of progress—the Internet, iPhones, Facebook and countless online look-up resources—some phone books and printed directories still survive.

Printed directories have been losing ground, and largely disappearing, for years. But if you’re still considering using Yellow Pages, consumer research says to use it if your audience falls into one of these categories:

  • Reside in smaller, rural areas
  • Have a high school education or less
  • Have an annual income of less than $40,000
  • Have limited access to a computer, the Internet or broadband
  • Be among the Baby Boomer demographic group

These consumer categories may be more likely to still use Yellow Pages for various reasons, including lack of internet access or understanding of how performing a search for a healthcare provider works. If your target audience meets one of these profiles, it may be appropriate to continue Yellow Page advertising.

What can be useful to healthcare marketers is shifting your focus to adding locations in the Google My Business tool. In a nutshell, this free resource allows people to manage their online presence across Google’s search capabilities.

To go one step further, consider Moz. Moz will assist you with the finding and submitting locations to local directories. Moz’s software greatly helps with the search engine optimization efforts of a huge number of sites around the world. It’s even connected to Google My Business, giving users even more control over their locations.

Interested in taking your healthcare facility to the digital side? Contact TotalCom today!

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.

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