Don’t Abandon Traditional Media Marketing Just Yet
While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome.
Here’s an excerpt from John Gonda’s new article on this topic:
For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and network television to advertise their capabilities and services. But with a “digital first” world now available at our fingertips, health care marketers have numerous additional options to consider — but knowing where to start can be overwhelming.
Today’s consumers are vastly different from those of the past, and successfully reaching them has never been more challenging. Health care consumers prefer to do their own research online before consulting with a medical expert. Physician reviews, hospital ratings, and social media word-of-mouth play more of a role than ever before.
Advertising is constantly changing. Programming, content, and messaging are more fragmented and disrupted than ever. The advertising and media market has become significantly more fragmented in recent years. Today’s reality remains that specific media outlets will always be better for certain types of messages.
Deciding on the best media mix and gaining leadership consensus can be tricky. Everyone has an opinion and a bias. When developing an integrated media plan, it is important to justify recommendations with data.
The first step toward achieving a successful health care media strategy is understanding the importance of traditional media and its wide reach and frequency
Read the full article now: Traditional and Digital Media: Why You Need Both
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