How Television Advertising Can Catapult Your Healthcare Brand Awareness
If you’ve been keeping up with our blogs, we recently focused our attention on the Emotional Connection of Radio Advertising. Today, we are going to talk a little about TV, and the effective role TV can play in building your non-profit healthcare brand.
To begin with, investing in a television advertising campaign takes time, effort and money, but the level of exposure can be worth it. The most important thing you have to make sure of is that the potential patients you are trying to reach are there to see it in the first place. Far too often companies invest in TV when their resources could be better spent using other vehicles to connect with their target audience.
That being said, here are a few things you might want to consider.
It’s true that in past few decades, TV’s audience has broken up a bit. Right up through the advent of cable, audiences only had 4 or 5 choices of television channels; so, the television advertising audience was huge. Then came cable, and everyone got a smaller share of eyeballs. Now with streaming services like Netflix and Hulu, the fear is that audience is getting smaller and smaller still.
However, it’s important to realize that television advertising still has enormous reach. People are still watching local news, they are still interested in weather and they still tune into live sporting events. In addition, TV has a huge impact on the audience it reaches – influencing opinions that can be converted to brand advocates for your organization.
The emotional connection of television advertising cannot be overstated. What’s your favorite commercial? Close your eyes and think of it. That TV ad may be a decade or two old and it probably still makes you feel the exact way you felt watching it at home. Using visuals, sound, and writing to paint a picture of your brand can be an unforgettable experience for your audience.
Even with the two huge pluses that television advertising has going for it, reach and connection, there are still important questions you should ask yourself before investing in a television ad campaign. Let’s get into the most important ones.
1. Is Your Audience There?
While television advertising still has enormous reach, not everyone is there all the time. It’s important to know your audience BEFORE embarking on TV. For example, a typical healthcare organization usually caters to the Facebook crowd for your social media advertising and marketing. It’s a good bet they are still within the age group that will be sitting down to watch traditional TV. However, if you are trying to reach the generation after them, the Snapchat crowd, it’s important to remember they may be watching Youtube, Netflix or Hulu. Knowing where to place your specially crafted advertising is crucial to success.
2. Is it Worth the Expense?
A well-done television ad is not cheap and it shouldn’t be. It should be memorable for the right reasons. While you may not be able to afford Steven Spielberg to direct your branding masterpiece for TV, its a good idea to get someone who knows what they are doing. Remember, a poorly produced spot could do more harm than good.
The incredible thing about today’s television advertising landscape is that your expertly crafted ad can be reused and repurposed for other visual mediums. If your ad plays on your local channel right before weather, it can still run on Youtube, Facebook and other social media sites. Your investment in television is always more than just an investment in one singular use.
Even in today’s world of new media opportunities, TV remains a powerful tool for delivering your message. But just like anything, you have to make sure your audience is there, the spots are well produced and the message always points back to your brand promise.
Need some help figuring out if TV is right for your healthcare brand’s marketing needs? If so, give us a call. We would love to hear about what your goals are, and help find the right delivery system for your message, whether it be TV, radio, print, online or one of the many new media solutions out there.