Category: Healthcare

Open Enrollment Marketing

State and local agencies along with supporting organizations are pulling together plans for driving Open Enrollment sign-ups this Fall. Starting November 1 through December 15, people can sign up for coverage through health insurance marketplaces. 11 states run their own exchanges, the other 39 use Healthcare.gov. States are working towards lowering the number of uninsured and reducing the overall costs of healthcare.

HealthCare.gov
Image: Joe Raedle/Getty Images

Marketing Open Enrollment

Outreach, PR, and advertising are tactics used by states to drive awareness. States using the federal exchange saw marketing dollars from the federal government cut by 90 percent last year. To fill the gap they are pulling together a mix of state funds and volunteer organizations to continue to reach the uninsured with information about signing up. Groups like Cover Texas Now, a coalition of consumer and faith-based organizations, have formed to pull together volunteers to help.

Marketing budgets vary in states that run their own exchanges. They are independent in planning and executing their strategies. According to Peter Lee, executive director of Covered California, their state plans on spending $111 million on outreach that includes TV, out-of-home, and experiential marketing.

Reaching The Uninsured

It can be challenging to reach uninsured people that are typically underserved. They are not a priority for traditional media. AllOver Media has the ability to reach these markets and deliver messages about healthcare options. We work with state and local governments across the U.S. to help deliver information about health initiatives that get people to take action. Gas station advertising, indoor advertising, and door hangers are efficient and effective ways to reach local populations.

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.

Healthcare Marketing

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.

Click here to see examples of our work.

Using Indoor Advertising for HIV Prevention Education

State programs have been ramping up advertising. Their health campaigns provide crucial messaging to raise awareness and promote preventable care for HIV. Many are including Indoor Advertising in their media mix, an engaging option that efficiently reaches the right audience.

Focused Targeting 

The LGBTQ community has the highest HIV transmission rate among any demographic group and is a priority for these programs. The CDC has found gay and bisexual men account for 70% of new HIV infections. Programs focus on steering the community to talk more opening about HIV. One in six gay and bisexual men living with HIV are unaware they have it. Many of the messages encourage prevention education, testing, treatment and directing to available resources.

Indoor Advertising - Poster

Multiple Touch Points

Indoor ads are a straightforward way to put the message directly in front of an audience. Government groups are working with AllOver Media to concentrate on cities, zip codes, and neighborhoods throughout the country. We assist with selecting well-known gay bars and restaurants utilizing indoor advertising and place multiple messages across the venue. Options include messaging on coasters, table tents at their seat and posters in the restroom. Indoor ads are introduced throughout their experience without being annoying.

Indoor Advertising - Coasters

In 2009, the CDC released the value of preventable care and the impact it has had on the community. Between 1991 – 2006, the medical cost savings from prevention is estimated at $129.9 billion including avoiding 361,878 new HIV infections. Continuous education will only help increase those numbers. To learn more information about preventable care, go to HIV.gov

Indoor Advertising - Poster