This blog is sponsored by Comcast Spotlight
As a health care provider, your continued success largely depends on patients having the confidence that you can deliver the high-quality care they need. A marketing strategy anchored in television and digital video advertising can help you foster an emotional connection and instill this trust in potential patients that may be seeking your services.
Multiscreen Advertising in Health Care
Video advertising offers several crucial benefits for health care providers:
- Influence – Television ads are shown to drive consumer action. Of people likely to change health care providers in the next year, 70 percent have taken action in the past year as a result of an ad they saw on TV. [1]
- Content – TV and digital video advertising enables providers to place their messaging alongside high-quality, brand-safe content, helping build authority and enhance reputation. This can be especially valuable within the health care realm, where providers’ reputations account for a fifth of their market value.[2]
- Reach – The extensive reach of video enables it to engage wide swaths of audiences, even those with low media consumption levels. TV content reaches 88 percent of the U.S. population each week,[3] and video advertising can target viewers across screens in traditional television, digital and over-the-top content, and high-profile sites like Xfinity.com and Pluto.tv.
- Full-funnel engagement – Video can influence consumers throughout the traditional sales funnel. You can enhance trust and credibility by delivering video messaging to audiences before they even need health care services. By laying an early foundation for brand recognition, consideration and trust, you can more effectively drive prospects through the rest of the sales funnel, influencing their final decisions and ultimately helping cultivate and retain a loyal customer base.
Personalized Video Strategy
Today, the most effective ad strategy is one rooted in data and personalization. Available data now typically includes not only standard demographic information, but also geographic and behavioral insights. This data is aggregated and used in an anonymized way, maintaining critical health care privacy standards. Using this data, you can find the specific audience segments that are most important to your practice and then target those audiences on any screen.
One important application in health care is targeting by geography. Since the average patient travels 20 miles or fewer for care,[4] you can ensure your ads are only shown in the ZIP codes most relevant to your practice. You can further refine your target audience by traits like age, viewing habits and purchasing behavior.
This technique of addressable advertising enables you to tailor your messaging to your audience segments, providing a more personalized ad experience and cutting down on ad waste. The result is a targeted ad campaign that focuses on delivering the right message to the right audiences, wherever and whenever they watch video content.
Maximizing Results
Video advertising is a powerful way to reach audiences, especially in the health care industry. As a provider, you should seek to understand prospective patients’ needs and preferences and tailor your approach to that audience. Be sure to measure your results against benchmarks so you can identify what aspects of your campaign work best, and then apply these insights to future strategies. This data-based approach can help maximize your campaign results and grow your practice.
For more information about the right advertising approach to your health care business, visit www.ComcastSpotlight.com/healthcare.
By Benjamin Pollack | Posted January 17, 2019
Senior Director of Demand Generation Marketing
Comcast Spotlight