The way the healthcare industry relates to patients and attracts new patients is changing quickly. Not only do the younger generations have new expectations in engagement and satisfaction, but the way we interact with advertising is changing as well. In order to keep up with the times, healthcare plans, facilities, and clinics must adapt to the new ways that consumers are being influenced.
Spend on advertising is going up, but the channels are no longer the same as they used to be. Let’s dive into how your healthcare brand can evolve to gain the attention and engagement of the patients who should be walking through your door.
1) Healthcare Advertising Is Evolving to Reach Today’s Patients
In the global market among all industries, the average spend dedicated to advertising is going up as consumers become more selective in the brands they engage in. It is predicted that the overall advertising spend will go up by 4.8% in 2019 and another 4.3% in 2020. Healthcare within the global market is spending approximately 1% less on advertising than other industries.
Healthcare advertising is currently experiencing a time of great change, straining ad budgets but also drastically improving customer engagement with the addition of new technology, communication models, and new ways of handling data. The good news is that things are looking up. Forecasted ad spend for healthcare is 6% growth in 2019 and 5% growth in 2020/2021
2) New Channels are Replacing Television Advertisement
One of the biggest changes in the world of advertising is that television is out. Between streaming media, podcasts, and the general changing attitudes and time management of today’s population, fewer and fewer people sit around watching TV ads anymore. In 2018, television ad spending dropped by 3.1% and is predicted to continue dropping by increasing amounts each year as we go into the future at 4.6% in 2019 and 5.2% in 2020/2021.
Younger demographics watch much less television than Gen Xers and older. While those over 50 still watch an average of 6 hours of television per day, below that age the number drops significantly. In the 18-34 range, consumers spend more time on mobile apps than watching television. Television reached only 73% of 18-34 year olds compared to 86% of the total adult population.
While television still remains dominant, there is a clear shift in trends. Every year, fewer people watch television or cut their TV time shorter in favor of apps and other digital media.
3) Digital Healthcare Advertising Is Picking Up Speed
In drastic contrast, online and digital advertising grew by an impressive 15% in 2018. It is further projected to repeat that performance in 2019 with another 16% increase. We have no doubt that digital media will become the most used advertising channel as early as 2021, outstripping all other marketplaces for gaining consumer attention and taking more than 46% of the total ad spend in every industry.
However, healthcare’s digital advertising spend accounts for less than 3% of total, making it clear just how far the health industry is lagging behind on the advertising trends that are most effective today. Online video, for example, has a very strong potential to drive results for healthcare, but very few healthcare advertisers have broached this undeniably hot marketing strategy.
Other methods of advertising like OOH (out-of-home) marketing connect local experiences with local providers. Terraboost specializes in making consumers aware of facilities and treatment options that are most relevant to them.
4) Out-of-Home (OOH) Marketing Is On the Rise for Integrated Consumer Experience
In fact, OOH marketing currently has an incredibly high potential for expanding and supporting healthcare provider advertising campaigns. With television on the decline, modern consumers are actually spending more time engaging with their environment. Thus, they’re absorbing advertising and experience integration from the world around them. OOH is lower-cost than digital marketing and pairs excellently with your current digital marketing campaign.
OOH ad spend in healthcare grew by an impressive 11% in 2018. Furthermore, it is projected to grow by an even greater 15% in 2019. Currently, the overall ad spend in OOH is 6.4% while healthcare again is underusing its opportunities with only 4%. The good news is that this means you can get a leg-up on healthcare competition by expanding into OOH.
The rise of OOH digital displays further improves the quality and impact of local experiential marketing. This allows for message personalization, real-time waits, and on-the-go campaign adaptation. Thus, building trust and top-of-mind awareness with your local patients and consumers.
Learn More About Healthcare Advertising With Your OOH Strategy
With Terraboost, you can make a big impression by delivering precise, localized, and targeted advertising messages. In supermarkets, local shoppers will see messages that relate directly to them. The Terraboost network includes over 72,000 hand sanitizing-station billboards generating 200 million daily impressions total in popular. Check us out at the Terraboost website to find out how your healthcare brand can expand into Out-of-Home marketing to local consumers and consumer across the country.