Challenge: Showing how a target customer’s ad response can shape a better client campaign
Renee McDonald, an advertising sales rep from OnMedia, is a multiple time Sell Smarter award winner, even though she’s only just recently celebrated her one-year anniversary at the company. With her recent successes, she felt comfortable approaching a local hospital with AdMall’s AudienceSCAN ad response data in tow.
“The owner is…out of New York and built this business to be a national corporation,” said McDonald.
They were looking for more of a national advertising footprint, and that’s where McDonald knew she could assist them.
Solution: Turn to AdMall’s AudienceSCAN data
In 2022, out of the nearly 40 success stories AdMall produced, 25% of them referenced AudienceSCAN’s Advertising Response section as the tool that helped break through to their potential client. The Ad Response section is so popular, that AdMall now has a brand-new prospecting by Ad Response tool located on AdMall’s Featured page under the Opportunities tab.
McDonald’s story is no different from many of those recent winners.
“AdMall helps me to show how our advertising can improve the client’s return on investment and that their dollars are being well spent.,” said McDonald. “We used AdMall to show how buyers’ behavior responded to TV and streaming advertising. [I used the] 30-day and 12-month ad response to [media type] statistics. I like seeing the different responses to different media. That way I am offering the correct campaign.”
Result: A streaming and cable advertising package that doubled revenue
As a result of AdMall’s ad response tool and being overly prepared for the pitch to her client, McDonald was able to walk away with an order for a six-month campaign that consisted of commercials, streaming commercials, and SEM marketing, for nearly $12,000.
“The zone I covered was very minimal before I started, and I have been able to more than double the revenue,” said McDonald.
McDonald had some advice for other AdMall users who may not be using its tools to their fullest potential.
“The research is a huge selling point for new and existing clients,” said McDonald. “It shows that we are listening to their needs and making sure we are offering the best plan of action. That builds trust.”
“[AudienceSCAN’s ad response section] makes sure that we are offering the correct campaigns to our clients. Sometimes I miss an option that would best fit the client.”
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-makers in America. Now in its 13th year, this in-depth analysis of over 15,500 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach,) while crafting a message with impact to those who are most likely to buy.
More About Specialty Hospitals
Specialty hospitals are primarily engaged in providing diagnostic and medical treatment to inpatients with a specific type of disease or medical condition (except psychiatric or substance abuse).
Reduced patient load at nonprofit hospitals has been traced to physicians referring patients to specialty hospitals instead. However, some communities are approving specialty hospitals. The most common types of specialty hospitals to be built are heart, children’s, women’s, rehabilitation, and orthopedic hospitals. Specialty hospitals' revenue totals approximately $51 billion, and the industry includes approximately 741 businesses. Specifically, the majority of specialty hospitals are long-term acute care hospitals (LTACHs) or rehabilitation hospitals but 6% of specialty hospitals are dedicated to orthopedic surgery and 5% to cardiac surgery.