A Deceptively Unique And Effective Healthcare Broadcast And Digital Marketing Strategy

A combination of broadcast media and social media to increase healthcare advertising effectiveness
…More Effectively Engage The Television Audience, The Digital Consumer And The Patient Journey…

John G. Baresky

…According to AdGooroo, building supplies retailer 84 Lumber scored 58.7 percent of all U.S. Google ad clicks on 154 Super Bowl-related keywords on Super Bowl Sunday, 2017…

Two-Screening Strategy Scores Points During Super Bowl 51…

For the healthcare industry and other marketers, it is a strategic model to enrich existing TV advertising and digital marketing activities to develop more impactful and measurable marketing/sales initiatives with greater ROI.

…According to Google, the time people spend watching YouTube on their TV has more than doubled year over year…

…Two-thirds of CMOs (Chief Marketing Officers) plan to increase focus and spending in digital advertising initiatives at the expense of traditional media budgets according to Gartner’s Chief Marketing Officer 2017–2018 Annual Spend Survey Report…

Understand Two-Screening Behavior…

…Two-Screening (also referred to as Second Screening) is the act of watching TV while also engaging another digital device; frequently a mobile phone, or tablet. Viewers tuned into TV programming are dividing their time between the TV screen and the screens they readily control in their hands. Two-screening is controversial and here to stay…

…A report published by Accenture in 2015 estimated about 87% of consumers used a second screen while watching TV. 84 Lumber and Brunner, their ad agency, developed a two-screening strategy to work in their favor…

Understand Two-Screening Technical Enablement…

A Contributing Driver Of Two-Screening Behavior…

The customer has a choice of journeys, why not encourage them to choose the journey your brand offers? Based on these challenges, healthcare and other industry marketers with heavy TV ad spend need to be innovative in how they can effectively span broadcast / digital venues to generate measurable ROI; a strategy that embraces two-screening is a viable option.

By cultivating a go-to-website action on broadcast television, marketers verify the ad was seen and the messaging was meaningful enough for the audience to engage in further dialogue. Once they transition to the website, their actions can be further guided via choices presented to them and transition to lead generation, direct sales or other ongoing engagement. This tandem of strategy/tactics optimizes actionable analytics for broadcast and digital marketing spend.

Profile Of 84 Lumber And Their Ad Agency, Brunner…

How 84 Lumber And Brunner Developed And Executed Their Two-Screening Strategy…

Impact…

YouTube, featuring the broadcast ad and the digital extension, continued to experience high traffic navigating to the 84 Lumber content for days. 84 Lumber and Brunner masterfully executed a two-screening strategy to their advantage; bridging unique story-based content from the broadcast space to the digital space where the audience could purposely engage the messaging further and be measured accordingly by web analytics. What are some of the takeaways for healthcare marketing and sales stakeholders to consider?

Get More From Broadcast Television Advertising And Digital Marketing…

…Acorn, Amazon, DirectTV, Now, Facebook, Hulu, Netflix, YouTube, Sling TV and other videos/content streaming services present new venues for digital marketing, brand marketing, content marketing and other stakeholders to capitalize on and truly challenge the status quo of broadcast television marketing / promotional strategy and spend…

There are significant details involved in direct-to-consumer advertising on TV. Scenarios, aesthetics, animation versus live-action, written / voiceover messaging (including the required fair balance rhetoric) all have to be accounted for within a 30-second space –-60 seconds is a luxury but sometimes used if the budget is tight, the product is at launch, under competitive siege or especially complex. Imagery and messaging must be powerful enough to steer the patient journey in the direction of the call to action, i.e. “Ask your doctor if __________ is right for you”.

Considerations…

  • How can the audience’s recall be more effectively reinforced to “ask their doctor”?
  • How many times and at what cost does it take for 30-second ads to have measurable sales impact?
  • How can the consumer/patient be technically enabled to share the ad’s information with family members or friends?

Know your audience…

If the greatest portion of the desired audience is typical without a second device, the two-screening approach is not an effective strategy or the ad can be designed to effectively deliver the brand message via broadcast while somehow accounting for two- screeners as well to garner engagement on the digital side.

Two-Screening Advantages…

  • The TV portion of the ad is not over-burdened with encapsulating the brand experience from start to finish
  • By aligning TV ad times with website visits, the immediate response to ads can be assessed
  • Further audience insights on the extent of two-screening and their use of devices, locations, etc. can be cultivated
  • Website engagement will reveal further insights on the audience and particular interests in the brand and information provided in the digital realm
  • Web content, optimized with sharing features, can enable the audience originating on the broadcast side to propel the digital content through social sharing to a secondary audience and so on without having to pay for more ad time and result in even greater overall sales and ROI
  • If engagement is lower than expected despite being positioned with the intended audience, explore the reasons why; is the content not compelling, the segue not well communicated or is the ad already a two-screening casualty and not being viewed by as many audience members as anticipated?

Planning A Two-Screening Initiative…

  • Develop detailed budgets in advance, initiating an effective two-screening initiative may require more financial resources than anticipated
  • A two-screening strategy requires more preparation and resources to effectively execute plus its novel approach should be reserved for high priority use; examples include A) new product launch or new indications B) countering an assertively potent competitive threat C) new campaign for an established brand D) special televised event sponsorship
  • Establish goals and objectives on the broadcast side and digital side to individually and collectively measure effectiveness and cumulative sales and ROI performance
  • Test story concepts account for the patient journey, test content, test the segue from broadcast to digital, test effective continuity on the digital side
  • Once they land in the website via the segue direction, they are immediately accommodated by transitioning to where the ad left off and upon its conclusion, the site provides further guidance, chatbot or similar engagement, and offers them something in the way of signing up for emails, updates, patient information, subscribing to a blog or other options
  • Pilot the two-screening approach with a miniature budget and targeted audience to fine-tune and scale up to accelerate the generation of sales
  • Account for all medical/regulatory requirements on the broadcast and digital side
  • Be certain website capacity can easily accommodate surges in traffic
  • Verify the broadcast and digital content is well assimilated and viewed via mobile and tablet screens
  • Maximize social sharing technical attributes; make it easy and encouraging for the broadcast audience who traveled to the digital realm to share the brand experience with others digitally
  • As audience groups continue to migrate to new digital/social/streaming venues, develop modified two-screening strategy options accordingly
  • Closely monitor ad fatigue; determine ways in advance to produce new digital experiences for the broadcast audience to segue to in the future

An Innovative Healthcare Broadcast And Digital Marketing Strategy…

Follow the customer/patient journey map…

Thank you for reading this story

About me

Hi, my name is John Baresky ( pronounced “ buh — ress — key “) and I have over 25 years of experience in healthcare.

Throughout my career, I have been writing about healthcare while developing and sharing important information with physicians, nurses, pharmacists and other clinicians plus consumers, patients, healthcare business professionals, investors and other stakeholders.​​

Healthcare is a vast industry. I organize its clinical, business, academic, technical and consumer topics into precise messages and stories that are easily understood and immediately useful. The content I write resonates across audiences with objective accuracy and clarity.

Visit my website and connect with me via LinkedIn and Twitter

Website:

Healthcare Medical Pharmaceutical Directory

A healthcare industry resource centering on marketing strategy for pharmaceutical manufacturers, medical device manufacturers, healthcare services, medical software and technology companies.

Pivotal elements include digital marketing, SEO, content development, content marketing, product launch, brand and product management, sales enablement and market access strategy.

Healthcare Medical Pharmaceutical Directory Google Hub

LinkedIn:

John G. Baresky

Twitter:

John G. Baresky Healthcare Marketing Guy

Authentic, fact-based healthcare content marketing writing for medical, business, academic, patient and consumer audiences https://www.BareSkyMarketing.com/

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