Creative Advertising Archives - Page 2 of 3

Exploring the Advanced TV Ecosystem: Options for Amplified Targeting

April 1, 2020/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

TV and digital media consumption are on the rise, particularly right now as social distancing and self-isolation takes hold across the country. Advanced TV, which has been steadily growing in popularity for the past few years, is well poised to help consumers fill their time and escape from topics like COVID-19 and the 2020 election by watching what they want, when and where they want it. That’s the consumer-centric offering of advanced, non-linear TV, which is expected to be in nearly half (43.5%) of U.S. households by 2023.

As a healthcare marketer, have you incorporated advanced TV advertising into your media mix? If not, it’s time to get started. I discuss the benefits of advanced TV advertising in detail in this blog post, and I encourage everyone to read it if you’re interested in learning more about how to protect your share of voice in the hyper-crowded ad spaces of 2020. But first, if you could use a breakdown of the basics of advanced TV advertising options, this is the blog for you…

Level the Competitive Landscape for Your Health System

February 21, 2020/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

During my career as Vice President of Marketing for a large academic medical center, we were considered a marketing machine. As the market leader, we owned share of voice and grew our share of market year after year, consistently outpacing our competition in customer engagement.

As brands with the greatest market share, market leaders typically enjoy the largest profit margins. On a local level, they are the powerhouses of the industry, household names with significant brand awareness. Market challengers – those vying for the position of market leader – must cause positive disruption among competitors by differentiating themselves from the market leader, thus elevating themselves above the competition…

The Secret Behind Share of Voice

June 11, 2018/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

With brands vying for consumer attention, a clear strategy for share of voice in market is critical. Studies show the average consumer is exposed to up to 10,000 brand messages a day, and the average person’s attention span is now just eight seconds. What does your brand say in eight seconds?

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From Brand Challenger to Brand Leader

December 20, 2016/in Creative Advertising, Healthcare Branding/by Thom Ludke

Like any competitive environment, hospital markets include two key types of players:

With the right strategies and tools in place, challenger brands have an opportunity to rival long-established leaders by creating and executing effective, data-driven marketing and advertising strategies that help them effectively compete…

The Dynamic Between Share of Voice & Share of Market

July 11, 2016/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

Share of voice is a critical metric for consumer marketing. Quite often, when hospitals evaluate share of voice and competitive positioning in the context of the full competitive landscape, they find their ad spend is not enough. Why? Because increasing share of voice is essential to market share growth.

For example, if your hospital is the local brand leader, excess share of voice is a worthwhile investment because it supports greater gains in market share than it does for competing brands. Likewise, if you’re competing against a brand leader, your advertising strategies need to be several times more effective than the brand leader’s to grow market share. The following infographic explains the dynamic between share of voice and share of market in more detail:…

Breaking Through the Noise

June 13, 2016/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

As a hospital marketing leader, you know how noisy the competitive landscape can be. As the industry shifts toward a consumer-centric healthcare marketplace, it seems every hospital and health system is vying for the same patients—and they all have advertising dollars devoted to buying the largest megaphone.

In today’s hyper-connected world, consumers are bombarded by advertising messages at every turn; one estimate suggests consumers are subject to 3,000 to 5,000 messages each day. Healthcare is no exception, so what is your strategy for determining reach, frequency, and key messages to best position your healthcare organization? After all, if you’re in the orchestra, it’s better to play the trumpet than the piccolo…

Healthcare Marketing & the Sandwich Generation

February 25, 2016/in Creative Advertising, Digital Marketing, Social Media/by Diane Morgan

The Sandwich Generation comprises Gen Xers and Boomers who are providing care and support for parents as well as children/teens.

My mom, my daughter and me on Mother’s Day 2015

Like most wives and mothers, I have a say in all healthcare decisions for my husband, my teenager, and myself – but my influence doesn’t end there. As my 80-something mother becomes increasingly reliant on loved ones to take the reins for her well-being, I now play a role in her healthcare choices as well. This makes me a member of the “Sandwich Generation,” tasked with caring for a parent as well as a dependent…

Color Psychology in Healthcare: Choosing the Right Colors to Represent Your Healthcare Brand

December 7, 2015/in Creative Advertising/by Shelly Searles

In marketing, as in life, first impressions matter. Research shows it only takes about 90 seconds for a customer to form an opinion about a product—and a surprising percentage of his or her assessment (62-90%) is based on colors association with the product.

When it comes to healthcare branding and marketing, color psychology is an important part of defining and communicating your brand identity. Pink is often used to represent breast cancer awareness, while red signifies immediate danger or emergency response. Blue represents loyalty and trustworthiness, making it a popular color for many corporate logos in the healthcare space (think Blue Cross Blue Shield, United Healthcare and Aetna). But should your healthcare organization choose blue as your primary color just because it is “safe” and universally accepted? Not if you want to differentiate yourself and stand out from the crowd…

How Competitors Can Fine-Tune Your Advertising Strategies

October 12, 2015/in Creative Advertising, Healthcare Marketing Strategy/by Julie Amor, MHA

What advertising messages are being launched in my local market?

What do those creative campaigns claim, show and say? …

Healthcare Marketers: Step Outside Your Comfort Zone

September 21, 2015/in Creative Advertising/by Dobies Health Marketing

“I solemnly swear to not do dumb stuff around trains.”

Melbourne Australia’s Metro Trains is here to tell you not thinking about train safety is dumb. The campaign, Dumb Ways to Die, pulls no punches and gets the message across loud and clear. Instead of using traditional messages to promote train safety, the creators of the campaign stepped outside their comfort zone to spread a provocative and memorable message—and it’s working. The train line reported a 21 percent reduction in accidents and deaths since launch. Its campaign song reached the top 10 on iTunes charts, and the three-year-old campaign is still going strong, even spawning a line of plush toys, a book and a top-ranked mobile game…