Health Insurance Ads & Advertising
The health insurance industry is highly competitive, and standing out in a crowded market requires carefully crafting an advertising campaign that connects with your audience.
If you’re looking for expert marketing advice to boost your health insurance brand, this guide lays out all the essentials for you!
Choosing the Right Health Insurance Advertising Medium
Health insurance advertising mediums can be broken down into two categories– physical ads and digital ad space.
Physical advertising
Physical ads include traditional out-of-home (OOH) formats. such as billboards and posters, as well as digital out-of-home (DOOH) advertising with engaging animations and interactive elements. These ads target consumers when they are out in the real world, whether they’re walking the streets, in stores, or commuting. Print ads in newspapers and magazines also fall in this category, although these forms of physical advertising are becoming increasingly less popular.
Digital advertising
Digital ads cover a wide range—from social media to display ads and email marketing campaigns. Online ads provide vast reach and precise targeting through tracked internet data.
While both of these advertising mediums have their advantages, the most effective marketing campaigns synergize physical and digital ads to provide the biggest boost to engagement.
Why You Need Geofencing & Retargeting
Geofencing and retargeting connect your physical and digital ads to synergize your campaign. Both of these advertising tools utilize anonymized mobile data to precisely target consumers. Let’s break down how they work.
Geofencing
Geofencing is a location-based targeting technique that sets up virtual boundaries around the regions where you are advertising. When someone crosses this virtual boundary, a pre-programmed advertisement is delivered to their mobile device and appears the next time they use an internet platform, such as search engines or social media pages.
It’s an especially useful tool for health insurance advertisers to place these virtual boundaries around pharmacies, medical clinics, and other health-related locations where your target customers typically go.
Retargeting
Retargeting, also known as remarketing, shows digital ads to people who’ve already been exposed to your brand. Let’s say that a shopper saw your wellness billboard on a Terraboost kiosk at their local pharmacy. This shopper’s anonymized mobile data can be tracked to send them online advertisements at a later date. Retargeting is a proven strategy to boost your brand recognition and greatly increase customer conversion.
Health Insurance Ads That Work
In-Store Ads
Static in-store ads are surprisingly effective at working synergistically with your online ads. Adding a QR code to your billboard will give consumers easy access to your website and boost engagement with your brand.
Digital Ad Examples
Online ads should have clear and concise messaging with a clear call to action. Humana’s digital marketing campaign utilized display ads that appeared on websites frequented by targeted consumer groups. The messaging was direct, and the results were strong.
Where to Place Your Ads
Whether you are advertising in physical or online spaces, the placement of your ads should be determined based on meeting your target audience, budget, and overall objectives of your health insurance marketing campaign.
Physical ad placements
Many brands are leaning into in-store advertising because it reaches consumers when they are engaging with their surroundings and making purchase decisions. For health insurance advertisers, finding physical ad placements that provide a contextual setting and align with your brand is ideal.
While you could advertise in hospitals and doctors’ offices, consumers at these locations are often stressed and distracted, making them less open to promotional material. Pharmacy wait areas, on the other hand, offer a more relaxed environment, making them one of the best places for health insurance companies to advertise.
Ad placements in pharmacy wait areas such as those in CVS and Walgreens, on the other hand, are one of the best environments for health insurance companies to advertise. They offer a more relaxed environment, and ads are frequently seen by both consumers getting prescriptions filled and in-store shoppers who are open to advertising materials.
Pharmacy wait area ads come in several forms, such as brochures, posters, or counter displays, but wellness billboards are among the most impactful. These billboards featured on 5’5” hand sanitizing kiosks drive engagement for your brand as consumers stop for a moment, take a sanitizing wipe, and notice the brand message right in front of them.
Digital ad placements
If you’re looking to utilize online advertising and tools like geofencing and retargeting, you’ll also need to consider where you want your brand to appear.
Search engine ads are one of the most highly sought-after digital advertising spaces. They are highly targeted and will appear to specific consumer groups depending on what they are searching for. The only downside to this advertising space is that it can be quite costly due to bidding competition for frequently used search terms.
You can also explore using display ads and pop-up ads on specific websites or social media ads that appear in a user’s feed. While these ads are more affordable, unless you use eye-catching visuals, they tend to have low click-through rates.
Tips for Better Performance of Health Insurance Ads
To get the best return on investment (ROI) from your health insurance advertising, start by laying out clear objectives, whether it’s increasing brand awareness or driving new policy sign-ups, and track your progress to make sure your campaign is delivering results.
Strong performance comes from investing time in the creative process and building ads that truly resonate with your target consumers.
Here are some key content factors that can drive engagement and success:
- Ad copy: You don’t have much time to win consumers over, so your message must be clear, concise, and personalized so your ads resonate with the specific audience your health insurance caters to.
- Colors: Bright colors grab attention, but you don’t want them to impact the readability of your display. Use consistent brand colors across all your marketing channels to help consumers recognize your brand.
- Placement: Your advertising needs to be in areas that are most frequented by your target audience. For health insurance companies, doctors’ offices, hospitals, and ideally, pharmacy wait areas provide contextual relevance that helps your advertising resonate with consumers.
It’s important to test and optimize your ads. This may involve rolling out two or more versions of your creative and seeing which one is more successful in driving customer conversions.
With endless options to promote your brand, it can be hard to choose the best path forward. If you’re looking for some expert guidance, reach out to Terraboost. Terraboost marketing agents work extensively with healthcare brands and can provide you with key insights to tailor your strategy.
How Much Should You Spend on Health Insurance Advertising?
The cost of a health insurance advertising campaign will vary greatly depending on the medium you plan to use. Digital billboards can cost up to $30,000 per month, and cable TV spots can cost even more.
Terraboost wellness billboards are much more affordable, typically costing around $300-$400 a month, and can be placed in the most coveted areas for healthcare brands – pharmacy wait areas. With over 24,000 wellness billboards in drugstores and supermarket pharmacies such as CVS, Walgreens, and Albertsons, it’s a cost-effective way to scale your message and drive results.
Request more information about Terraboost’s proven solutions and get a personalized health insurance advertising strategy tailored to your goals, ensuring your next health insurance campaign stands out from the rest.
