Healthcare Marketing Trends
Getting people to think about their health and take positive action is a challenge in healthcare marketing. According to Managed Healthcare Executive, most people believe they are much healthier than they really are. They describe the “dilemma of ‘health inertia’…getting people to face personal health challenges, adhere to a plan of action, and stay motivated to proactively deal with their health.” Yet most of what we see in messages from healthcare providers focuses on educational-based efforts and overly clinical details about conditions and treatment. In their analysis, providers need to focus on communications that reach people on an emotional level that inspires action. 
Wellness Initiatives
Many providers are focusing efforts on wellness to connect with their community. This includes offering classes on exercise and nutrition. In a recent whitepaper from Smith and Jones, they make the case that healthcare organizations need to take this a step further through more collaboration with organizations and consumers in their markets. People may be more inclined to take steps to improve their health when they see accessible program options that are focused on positives.
Using Social To Drive Engagement
Another growing healthcare marketing option for reaching people is social engagement. Current trends show the value of healthcare companies building their own social communities to interact directly with consumers. Creating stronger relationships improves participation in health initiatives and provides opportunities to more closely monitor current health issues locally. Participants can be motivated by activities like healthy reward programs, community competitions, and gamification. How can a healthcare provider get the word out about the services they provide to people that are most likely to be responsive? Out-of-home advertising has proven to be an effective way for healthcare providers to reach their core community, inspire people to take action, and drive both online and social media engagement.
Healthcare Marketing Gets Local
How can medical service providers get the attention of the communities they serve? One Medical is a premium primary care group that is advancing the medical services industry by their use of technology. The company wanted to create a branding campaign that matched their individualized approach to communication. Their goal was to increase brand awareness with clever creative reminding communities of the potential for coming into contact with germs in their daily lives and the need for access to quality care. One Medical decided on a high-impact healthcare advertising campaign targeting the major metro areas where they provide services including Los Angeles. 
Hyper-Local Targeting
How could One Medical successfully target popular areas in Los Angeles with their message? They harnessed the power of out-of-home advertising to create hyper-local messaging that was customized for the specific location of each advertisement. Illnesses are often spread in heavily populated areas and popular destinations, but in ways that are unique to each. OOH advertising enhanced One Medical’s ability to be bold and offer relevant messages to the areas they serve. 
Power of OOH Media
The solution was a partnership with AllOver Media. One Medical utilized wallscape inventory positioned in trendy areas in Los Angeles and tailored each message to the individual location. Shoppers near the SLS Hotel and visitors to Sunset Boulevard can feel a direct connection with the uniquely targeted advertising message. Wallscapes are fixed directly to buildings in highly sought-after, high traffic locations. These larger-than-life, high-impact signs cannot be missed by pedestrians and drivers. Check out more info on our wallscapes or contact us to learn more.
Is OOH Healthcare Advertising Effective?
Now, more than ever, there’s so much to communicate about healthcare plans and medical practices. From open enrollment periods to insurance coverage, new facilities to life-saving procedures, the world of healthcare is changing all of the time.
Finding opportunities to effectively communicate what could be considered complex information can help build trust the general public, improve the overall patient experience and keep your practice name at top of mind. One way to ensure your message gets across?: Out-of-Home (OOH) Healthcare Advertising.
Is OOH Healthcare Advertising Effective?
While the COVID-19 pandemic made OOH marketing for healthcare seem like a questionable business move, it’s a smart decision to consider now that people are out and about again. Here are a few of the reasons we deem
1. You Can Reach the General Public
OOH healthcare marketing allows you to speak directly to the general public.
The really good news is that – more often than not – the general public is receptive to and even looking for trustworthy healthcare information. A study performed by Talon America in partnership with LoopMe examined the role of OOH advertising in healthcare updates. One of their most significant findings:
“66% of respondents are looking to the news, government resources, and PSAs for information on COVID-19 and other healthcare updates.”
With this in mind, giving the general public the information they’re looking for can make you a point of trust and may push them to look out for your name for more trustworthy resources.
2. People Trust OOH Advertising
In a world of digital misinformation, there’s still trust in OOH advertising methods. While it’s easy to post and erase misleading information online, it’s harder to get away with that on a massive billboard. That means when consumers stumble upon your health system marketing collateral, they may be more likely to absorb the information and consider it trustworthy. The aforementioned study found that of the respondents,
“45%…trust healthcare brand messaging when distributed through a combination of OOH, social, and online ads.”
And right now, building and maintaining trust with the general public is critical.
3. OOH Advertising Leads to Increased Search
Because we only have a moment to make an impact, back up your OOH marketing health care strategy with a robust online presence. A recent study, ”Standing on the Shoulders of Giants,” conducted by Rapport, indicated a massive increase in search inspired by OOH advertisements:
“Search was the most improved as a result of OOH brand use, increasing by 80%, followed by social media at 56% and online by 31%.”
That precious moment your audience took reading your OOH messaging translated to a digital search! This means your health care marketing efforts are working, putting your name at top of mind for consumers.
The Rise of Healthcare Billboards (+ Why You Should Work with AllOver Media for Health Care Advertising)
Billboards have long been a source of information, and mobile billboards have the advantage of flexibility with messaging and location. We can be strategic about where people will come across your information as we look to maximize results.
One of the challenges in healthcare billboards is communicating a sometimes complicated message quickly and effectively. Our team knows how to combine captivating copy with storytelling graphics. Then, your reader gets the picture and wants to learn more!
Learn more about AllOver Media’s experience with local, state, and national government agencies.
Spread Messages, Not Germs
If you have an important message to spread, you want to work with an expert team of marketers. Go ahead and take a closer look at our previous work.
If you’re impressed, set up a consultation with our AllOver Media marketing team. Together, we can make a difference in keeping our public healthy and informed.
