A key component to any healthcare marketing campaign is knowing where to advertise. And knowing where to advertise involves a great appreciation and comprehension of your target demographic, and their behaviors both online and off. Understanding a specific consumer market can increase ROI, decrease ad costs, and ultimately augment an engaged audience. Quaintise takes great pride on our ability to understand your target demographic, your target market, better then any other healthcare marketing firm in the Southwest.
Defining Your Target Market
The first step in understanding your audience is defining exactly who that audience is.
- Current Patients – who are your current patients? Who are the individuals who most benefit from your services?
- Competition – who is going to see your competition? Who is your competition targeting?
- Problem/Solution – perhaps you offer a very specific procedure that only a select demographic will be in need of, tarsal tunnel syndrome surgery, for example. You offer the solution, your demographic has the problem. What are the elements of this particular problem that you have the solution too? What are the causes of tarsal tunnel syndrome? What individuals specifically have these risk factors?
- Psychographics – each demographic has it’s own behaviors and characteristics such as values, interests and hobbies, lifestyles and attitudes. Quantify and categorize these, as they can apply to segments of your target audience, helping you to better understand your demographics.
Bottom line; your ads won’t work if they’re not being seen by the right audience, and thus your money is going down the drain with absolutely no return on investment. Between behavior marketing research and consumer marketing research, you’ll have your hands full trying to understand exactly where to buy ads. Quaintise already knows where to place your ads, but there are a few things that you can do to attempt this process on your own.
- Think Small – ad placement is not about blanketing every medium with unfocused messaging hoping to play the numbers game. Ad placement is about selecting the few platforms that will offer the greatest return on investment. The placement of the ad itself is more important then the size of the ad budget or the size of the ad. This is one of those situations when size does matter, but in the opposite.
According to BizReport.com, researchers found that ads running with related content were 60% more likely to be recalled than ads running alongside unrelated content.
- Think Context – as the BizReport.com article points out, context plays a huge role in advertising. The ad campaign must directly relate to the content on which it’s displayed, no matter if that is print or digital mediums.
- Think Audience – no matter where you place your ad dollars, make absolutely sure that your audience is reading that newspaper, subscribed to that magazine, visits that website or spends time on that social network.
Knowing who your audience is and where to find that audience is crucial to running successful ad campaigns. Let the team at Quaintise give you a hand.