Media In This Day and Age: What’s the Deal?
Any elective surgery practice can easily spend thousands upon thousands of dollars in media advertising. The cost of TV continues to grow, while radio sits on a precarious edge of transition. How does a practice evaluate which medium will get them an optimal return on the substantial investment required to reach their target audience?
The true goliath of current media advertising is, and will continue to be, the most tempting way to reach potential patients. According to Nielsen viewers are glued to their TV sets over 158 hours per month and TV viewing has increase by over an hour a day over the past decade.
Elective surgery practices will look to run a local TV campaign, hitting only their market. A local TV advertising campaign in a small to medium sized market will cost the practice an average of $100,000 per year. This is by far the most expensive type of campaign that a practice can choose to run.
There are many variables that can affect your success of such a campaign: the number of surgeries to break even, the demographic audience of the campaign, the calls to action, etc. This is not a campaign for the inexperienced marketer. To be effective a practice must know the ins and outs of media buying and how to truly set themselves up for success.
Radio can be moderately priced and generally covers just the local market place. 64% of adults listen to the radio daily and 80% turn on the radio when they get in the car.
When putting together a radio campaign, many variables will contribute to the results. The demographic and reach will determine the amount of potential patients your campaign will reach. A good station will reach adults 25-50 with a household income of $55,000+. However, the most important variable is the message of the actual radio spot. A successful radio spot will interrupt, engage, educate and offer. If the spot does not include these characteristics, it is likely to fail to generate a response.
Internet is the most common medium for elective surgery advertising, due to the great ROI and being able to target your exact market. Internet marketing encompasses Google, Bing, Yahoo, YouTube, email and social media advertising. Some platforms will give better results than others, depending on your marketplace.
When looking at elective surgery prospects, you have a ‘target audience’. You know who your perfect patient is. In today’s world of technology, people are always online. Going a step further to target age range, household income, interests, zip codes, etc will help to increase your return.
It can be tricky to know which media source is going to give you the best returns for the budget you have to work with. Your money and time is valuable. Make sure you are using each wisely.
Download our e-Book, Tangible Tips to Improve Your Elective Surgery Marketing to give you some insights to get started!
No matter what media option is explored, it is highly beneficial to have an experienced media buyer on your side. We hope this has given some insight to media and things of note when starting a campaign. If you would like to discuss these topics or find out more about what Fast Track Marketing can offer your practice, call Brandi Musgrave at 303.731.2634 or email her at firstname.lastname@example.org