Challenge: How to sell a regional hospital OTT campaign that stands out among competition

Nancy Nally, an account executive from Viamedia, has spent nearly 12 years selling media and has used AdMall for nearly that entire time. She says the ease of use was a primary driving force behind pitching a regional hospital OTT campaign to a company that must deal with a lot of competition in the market.

“[The company] is a large hospital based in Northern Kentucky,” said Nally. “There is a lot of competition amid medical providers in the tri-​state area.”

Solution: Show the client where they could focus their ad efforts

To sell a regional hospital OTT campaign to the client, Nally turned to AdMall’s Local Account Intelligence Report, and AudienceSCAN profiles, to showcase her knowledge of the industry.

“AdMall showed how much TV cancer research and cancer prevention supporters watch for my presentation,” said Nally. “AdMall data helped showcase why cable and which networks are great method[s] of reaching [people] who are in need of cancer treatment.”

Result: An impressed client, closed sale and opportunity for renewal

Nally’s campaign was cable TV plus OTT, amounting for $10,475.

The client has been so pleased with the regional hospital OTT campaign thus far that Nally believes they’ll renew in the coming year.

Nally is a big proponent of AdMall and loves to brag about it to colleagues.

“I find AdMall wonderfully easy to use,” said Nally.  “I recently described AdMall to an industry friend as ‘if you could Google Scarborough data and get a respectable report to put in front of a client.’  They were jealous.”

In this case, AdMall was just what she needed to sell a regional hospital OTT campaign.

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.

Everything from market demographics, consumer spending, marketing/​budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.

More About: Hospitals, General Medical and Surgical

Hospitals offer emergency care services, as well as general medical and surgical care. They may also advertise specialty services such as birthing centers or cancer treatment. Hospitals have also moved into offering other services such as home health care, hospice, assisted living, and skilled nursing.

Hospitals bill patients or insurance companies for traditional services such as operating room use, room rental, medical supplies, and hospital-​based physician services such as radiologists, pathologists or anesthesiologists.

Since 1985, the number of community hospitals, especially in rural areas, has declined. At the same time, the inpatient treatment rate has declined as hospitals try to operate more efficiently. Concurrently, the number of hospitals belonging to health systems has increased. However, hospitals are losing market share of outpatient surgeries. Physician offices and freestanding surgical facilities are the largest competitors. Because of staffing problems and consumer lack of access to other facilities, 48% of hospitals report that their emergency departments are at or over capacity.

Rising cost of health care and lack of sufficient health insurance for many consumers have caused financial pressures for hospitals and changes in the delivery of health care services continue to occur. Quick-​service medical clinics and other providers such as specialty hospitals may skim the most profitable business opportunities from traditional hospitals. Additionally, COVID-​19, which emerged in 2020, put unprecedented strain on hospital infrastructure and caused staffing shortages which continue today.

Overall, the hospital industry reports revenue of $1.4 trillion; establishments number 6,129 with 919,649 staffed beds.