Outdoor advertising (OOH) has consistently delivered impressive results for healthcare clients, making it a valuable medium in an era of fragmented consumer media. Recent research conducted by the OAAA and The Harris Poll indicates that there has been a significant increase in the number of adult consumers who have noticed OOH ads compared to a year ago. It is even more noteworthy that a higher percentage of people (58%) have recently taken notice of healthcare service ads. This level of recall is crucial for the healthcare industry, particularly in light of the challenges they face such as workforce shortages, online misinformation, and the social and economic repercussions of the COVID-19 pandemic. Let's take a look at why Healthcare and OOH work so well:
Awareness For Care Centers and Services
As consumers increasingly seek quality and affordable on-demand healthcare, they are venturing beyond the traditional confines of doctor's offices and emergency rooms, turning to urgent care centers and retail clinics. One of the unique advantages of outdoor advertising is its close proximity to these care centers and clinics, allowing for the delivery of hyper-localized and contextually relevant content.
Outdoor advertising can also provide valuable information about the importance of regular check-ups, preventative care, and the significance of choosing the right healthcare plan. Promoting these initiatives establishes healthcare organizations as a source of trustworthy advice.
Capturing Attention During Annual Enrollment Periods
During insurance annual enrollment periods, health insurance companies are vying for the attention of potential policyholders. Outdoor advertising can provide broad reach with billboards placed in high-traffic areas or transit advertising such as buses, trains, or transit shelters. Commuters, pedestrians, and drivers will all see the message repeatedly, therefore, increasing the chances of adoption and retention. Place-based advertising within the community can further embed the insurance company's message into potential policyholders' everyday lives. Advertising can occur in grocery stores, salons, gas stations, laundromats, malls, and many more venues that will effectively reach consumers.
Messaging for annual enrollment periods is especially important since consumers have so many options when it comes to picking an insurance plan. Out-of-home advertising campaigns should have a clear call-to-action so that consumers understand where to find more information, how to sign up, and the deadline for enrollment.
Brand Safety and Media Mix
In our digital age, brand trust is becoming increasingly fragile. However, by integrating OOH – the most brand-safe marketing channel – with social and online platforms, consumer expectations regarding the credibility of new brands and offerings are heightened. The same OAAA/Harris Poll study mentioned earlier revealed that 45% of respondents trust healthcare brand messaging when it is distributed through a combination of OOH, social, and online ads.
Reaching The Masses
Out-of-home advertising has always been a powerful tool for reaching the general public with mass messaging, and it is particularly effective for healthcare marketing. Healthcare messaging is often targeted toward the general public, covering a wide range of topics such as open enrollment periods, insurance coverage, and the introduction of new facilities and life-saving procedures. This form of advertising provides touchpoints and recall that are essential for healthcare marketing success, driving search and filling the patient's consideration funnel. As the healthcare landscape continues to evolve, it is crucial for healthcare providers to adapt their messaging accordingly in order to effectively reach their target audience.
To learn more about Healthcare and OOH or to get started on a project, reach out at hello@wilkinsmedia.com.
