Recently digital marketing has certainly been all the rage, but what about traditional advertising? Are TV commercials, radio spots, and magazine ads still offering substantial return on investment (ROI)? The answer is a resounding yes.
There is no doubt that you need to implement a digital marketing strategy for your hospital, but don’t neglect the traditional advertising that is tried and true.
Consumers Trust Traditional Advertising
According to a recent Nielsen survey, newspaper ads are still the most trusted form of paid media in North America.
In fact, over half of those who participated in the survey said they trust traditional channels of advertising such as newspaper, TV, radio, magazines and billboards.
On the flip side, over half of the participants said they did not trust the new media platforms, including social media,online searches and videos, and banner ads. While digital advertising is pervasive in our culture, it is not yet considered as trustworthy as traditional advertising methods.
In short, to build trust you need to utilize traditional advertising in conjunction with new digital tactics to effectively market your hospital.
Consumers Still Use Traditional Advertising
Most people engage in some sort of traditional media use every day. They listen to the radio on their morning commute, read the billboards they pass as they are stuck in traffic on the drive home, watch TV to relax in the evening and read their favorite magazine while waiting to pick up their child from soccer practice.
Sure, traditional media consumption has declined in recent years, but we are constantly surrounded by, and still consume it. Historically, mass media reach was at such stratospheric levels, that even with the decline experienced over the past few years, there continue to be thousands in our markets who are still watching, listening, and flipping printed pages.
The 50 plus audience remains a heavy consumer of traditional media. While they are comfortable with and use the internet and social media, Baby Boomers still rely heavily on traditional media channels for news and entertainment. And it’s no secret that this audience is an important demographic for healthcare marketers.
With Traditional Advertising You Are In Good Company
Some sources would (wrongly) have you believe that traditional advertising is dead. If that is so, somebody needs to tell the marketing team over at Apple.
Apple consistently uses traditional media to promote their products. Google also has a track record of relying on traditional advertising to showcase their latest technological offerings.
Perhaps one of the most telling signs that traditional advertising remains significant is that Facebook is now utilizing traditional ads to promote their website! The popular social media site has purchased TV spots and outdoor media in the UK, Canada, and Australia. Facebook is a digital age powerhouse, but still recognizes the need for traditional advertising.
If Facebook needs it, chances are your hospital does too.
Need help getting back to the basics with traditional media marketing? Call 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!