Television and radio advertising in the health care industry is taking a slight backseat these days to social media and individualized direct advertising. While total spending on health care appears to be holding steady the past few years, the percentage devoted to TV, radio and print advertising has declined somewhat as Internet media advertising has grown, advertising executives told Crain's.
"Marla Drutz, current general manager at WDIV Local 4, said health care still is a top-10 category in metro Detroit. Factors why include the high percentage of people with health insurance and the larger number of quality health insurers, physicians and hospitals," Jay Greene wrote in Crain's Health care ads make shift to Internet, social media.
"That stimulates competitiveness in that whole segment," Drutz said. "There is a lot of creativeness in the health care community. We see that in their image campaigns."
Tom Canedo, general manager of CBS' WWJ-TV and WKBD-TV in Detroit, said television advertising continues to be a top category, especially the past few years with the number of hospital mergers and acquisitions in Southeast Michigan. "We are anticipating a continued strong presence on television from the new consolidated companies," Canedo said.
"But today health care organizations are also more often using targeted or individualized marketing and advertising to tout their clinical service expertise. While blanketed brand advertising is still used ÛÓ note the tag lines of "Do you have a Beaumont doctor" or "We're Henry Ford. When others can't, we can" ÛÓ the idea now is to tailor more messages to specific populations using the Internet or direct mail," Greene wrote.
"For example, Henry Ford Health System spent 9% of its ad budget on digital spending in 2011. By 2015, however, those numbers are pushing up to 40%, said Liz Schnell, Henry Ford's vice president of brand strategy. Schnell, who has been with Henry Ford for 28 years, said customers want their health care ads to be authentic and resonate with them."
"The consumer has changed so much. They want a personalized interactive experience and don't want mass media pushed at them," Schnell said. "They are fast forwarding past the commercials."
Nationally, digital advertising revenue rose 16% to $49.5 billion in 2014, setting an all-time record, according to the IAB Internet Advertising Revenue Report, an annual survey by PricewaterhouseCoopers.
Retail ads accounted for 21%, followed by financial services at 13% and automotive at 12%. Health care, which includes pharmaceutical, insurance and hospitals, accounted for 5%, the same amount as the previous year.
Social media advertising ÛÓ that includes Facebook, Twitter, LinkedIn and Digg ÛÓ also increased 57% to $7 billion in 2014 for all industry categories, the report said.
In metro Detroit, DMC outspent second-place Henry Ford in 2014, $5.4 million to $4.1 million. Both systems accounted for nearly 60% of total hospital ad spending, with Beaumont coming in third at $2.9 million. On TV, Henry Ford spent 70%, DMC 33% and Beaumont 35%, according to Voicetrak Inc.
Cardiologists ÛÒ especially those affiliated with hospitals and medical campuses ÛÒ could benefit from investing in advertising to the 6.7% of adults planning to visit one this year. AudienceSCAN data said 75% of Cardiologist Patients used Facebook in the past month, so a Facebook presence would be meaningful for your clients. 12% of heart patients visited Healthgrades.com to look up information in the past 6 months ÛÒ which is a great opportunity for you to promote your doctors' grades in their ads with you!
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.