Transcript for (insert Healthcare/Pharmaceutical advertiser)

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advertiser as “Advertiser X” – please replace those with the name of the
advertiser you are pitching.
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Presented by:
Insert your name and title
Leveraging Radio and (insert station name) for
(insert Healthcare/Pharmaceutical advertiser)
(Insert date of meeting)
INSERT RADIO STATION LOGO(S)
Agenda
• Radio
– Reach
– Relevance
– Results
• Insight based ideas for “insert advertiser”
Weekly Reach
Radio reaches 93% of all U.S. consumers every week…
242,100,000
Listeners continue to turn to Radio for news, information and
entertainment, despite an ever-increasing selection of media options.
Source: June 2012 RADAR® 113 National Radio Listening
Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Weekly Reach By Daypart
Radio reach is consistently high through all dayparts
Weekdays and weekends, Americans young and old find reasons to tunein to Radio at all hours of the day and night. To make sure their messages
get maximum exposure, smart advertisers run ads throughout the
broadcast day.
74.9%
6 - 10am
10am - 3pm
82.3%
3 - 7pm
81.5%
59.4%
7pm - Mid
Mid - 6am
Source: RADAR® 112, March 2012 © Copyright Arbitron
(Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)
25.7%
Radio Dominates the Day
70
Next Day
% Adults 25-54 Daily Media Usage
60
50
Radio
40
Television
Internet
30
Magazine
Newspaper
20
10
0
5-9a
9a-5p
5p-12m
12m-5a
Source: GfK MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All
5-9a
Radio is Relevant
82
%
82% of Adults who
visited a doctor in the
past year.
85
%
Adults who
purchased nonprescription drugs
after being exposed
to a Healthcare ad.
Source: GfK MRI Doublebase – 2011 – Weighted to Population.
87
%
Adults who
discussed
Healthcare ads with
a friend or relative.
80
%
Adults who filled a
prescription in the
past year
Radio is Relevant
•
Among adults who recalled hearing ads on the radio:
– 53% purchased a non Rx product
– 50% made an appointment with a Doctor
– 46% Called for Rx refill
•
Adults who discussed healthcare ads with a friend or relative:
– Over 51% listen to radio M-F 6a-10a and 47% listen M-F 3p-7p
•
–
–
–
–
63% listen to the radio in their car and over 56% tune in to traffic reports
Over 46% listen during the weekends between 10a-3p
Are big FM listeners (83%) and over 20% listen to AM radio
Over 18% listened to radio online in the past 30 days
23% listen to any sports play-by-play on the radio
Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant
•
Adults who purchased non-prescription medication in the past year:
– Over 51% listen to radio M-F 6a-10a and 45% listen M-F 3p-7p
•
Over 61% listen to the radio in their car and 53% tune in to traffic reports
– Over 45% listen during the weekends between 10a-3p
•
Over 59% listen to the radio in the car during the weekend while 22% most often
listen at home during a typical weekend
– Are big FM listeners (80%)
– 18% listened to radio online in the past 30 days
– 20% listen to any sports play-by-play on the radio
Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio is Relevant
•
Adults who visited a Doctor in the past year:
– Over 50% listen to radio M-F 6a-10a
– Are big FM listeners (78%)
– Over 61% listen to the radio in their car and 46% tune in to traffic
reports
– 20% listen to any sports play-by-play on the radio
•
Adults who filled a prescription in the past year:
– 49% listen to radio M-F 6a-10a
– 41% listen during the weekends between 10a-3p
– 75% listen to FM radio
Source: GfK MRI Doublebase – 2011 – Weighted to Population
Radio Works for Healthcare
• According to a recent Ipsos OTX custom study for a Healthcare
radio advertiser, Radio-targeted consumers have higher
engagement levels in key ROI metrics including:
– 6% lift in prescription purchase intent
– 12% lift in over the counter medication purchase intent
– 28% lift in brand advocacy
– 6% lift in brand affinity
Radio Works for Healthcare
“We generally see six to seven
times the ROI for each dollar spent
on radio.”
Joe Barton, Vice President, RAMP
The Dentist’s Advertising Agency
http://www.arbitron.com/home/radiotoday_insights_library.htm
Radio Works for Healthcare
• In an effort to create awareness of the health
risk of high cholesterol at the grass roots
level, Radio localized an American Heart
Association and Parke Davis National
outreach program that offered free
cholesterol screenings and more.
• Local DJ’s emceed the events and conducted
celebrity interviews and successfully drove
event awareness and attendance.
Radio Works for Healthcare
•
CBS Radio’s Altitude Group partnered with
Walgreen’s to urge listeners to arm
themselves for the ones they love with a flu
shot from Walgreen’s.
•
DJ’s received their flu shots at Walgreen’s as
well and talked about the ease, simplicity and
importance on air.
Leveraging Radio for
(insert Healthcare advertiser name)
Insight Based Ideas
Insight #1
An Expanding Role in Healthcare
Pharmacies are swiftly moving beyond their traditional role as “pill
dispensers” to meet the demands of today’s patients.
In the current environment where ease of access to cost effective care
is paramount, the pharmacy offers 4 significant advantages:
1) Trust: Pharmacists ranked 1st in patient trust when it came to
getting information about pharmaceuticals (ahead of Doctors,
Consumer Union and Gov’t).
2) Access: There is a pharmacy within 2.36 miles of every US
consumer. In many areas you can find a pharmacist available 24
hours per day and on weekends.
3) Skills & services: Pharmacists are highly trained health
professionals, knowledgeable about a range of health conditions
and capable of delivering advisory, diagnostic and treatment
services.
4) Cost: Retail pharmacies operate in a highly competitive
environment and are lowering the cost of prescription medicines by
providing generics, and through retail clinics are able to treat
patients at a lower cost than doctor’s offices.
Source: Booz & Company annual survey and report
Idea: Rx Minute
Rx Minute is a custom content segment where
local Pharmacists take to the airwaves to
present factual and insightful information
about nutrients, supplements, medications
and helpful tips to help listeners live a
healthier lifestyle.
Rx Minute
How it works:
•
Stations partner with Advertiser X and identify their best Pharmacist(s) to air
the segments and collaborate on subject matters for the content based on:
–
–
–
–
•
Seasonal activity.
FAQ’s arising at the Pharmacy.
Coop opportunities with drug and nutrient manufacturers.
Topics from Advertiser’s current newsletter/weekly ad.
:60 segments that are pre-recorded by the Advertiser X Pharmacist and
introduced by station talent, run on-air daily or weekly as a consistent
station feature.
–
–
Segments run first in pod.
Advertiser X runs brand spots adjacent to each segment.
Rx Minute
How it works:
•
:10 and :15 promotional spots drive awareness of the Rx Minute program
and invite listeners to submit questions for the Pharmacist.
–
•
For example: I’m often confused about whether to go to the doctor or not when my child is
coughing for a couple days – I asked Jim Jones, Advertiser X Pharmacist and he said…. Do
you have a question about healthcare for the Pharmacist – log on to the station’s website/Rx
Minute and we’ll get it answered.
Station creates an Rx Minute page or widget on the station website with an
“email form” for users to post questions.
–
–
–
Answers will appear on the site, be emailed to the listener and often be covered in an Rx
Minute on-air .
Podcasts and additional details will live on the Rx Minute page.
Advertiser X can provide downloadable coupons as they relate to the topics discussed.
Insight #2
Bedside Manner
Every patient, regardless of who they are or where they come
from, should have access to compassionate and humane care.
Patients and healthcare professionals expect the science of
medicine, but the art of medicine (the emotional side) is just as
important. You can’t pay for compassion and insurance companies
don’t reimburse for art.
Source: Booz & Company annual survey and report
Idea: Healthcare Heroes
A program that celebrates the unsung heroes of
healthcare. Those individuals that demonstrate
kindness, thoroughness and go beyond the call of
duty when it comes to caregiving.
Healthcare Heroes
How it works:
•
Station and Advertiser X announce the Healthcare Heroes program through
a series of :30 and :60 spots.
•
Spots include details such as:
–
–
–
What it is: A program celebrating the unsung local heroes of healthcare
Who can be a Healthcare Hero candidate? Doctors, nurses, community leaders, patients,
family members, etc. who met a medical diagnosis or situation with courage, gave or
underwent treatment and then gave back to others in a way that improves health for
everyone.
How to nominate: Direct listeners to submit their true story by x date via the station website
or Advertiser X location.
Healthcare Heroes
How it works:
•
As nominations and stories begin to be submitted, Station talent will read
select inspiring and moving stories on-air to motivate additional entries.
•
Listeners can vote and react to the stories submitted online at the Advertiser
X Healthcare Heroes.
•
Panel of judges from Advertiser X and the radio station will make the final
decision on the final 4 Healthcare Heroes, who will each receive a cash
award donation to the foundation or organization of their choice to help
improve health for everyone in the community.
Insight #3
Knowledge is Power
Many consumers are just too busy to proactively seek the latest
information in regards to living a healthier life. When it’s pushed to
them through media, they pay attention (85% of consumers indicate
they saw/heard Healthcare advertising in any media.)
Further, looking for Healthcare information is among the top 5 reasons
that consumers access the Internet. Many consumers today will
checks things out online to self-diagnose before going to a healthcare
professional, the doctor.
Source: Kantar, 2012 Healthcare Report, AdAge Healthcare Insights Report, March 2012
Idea: The Local Doctors
Radio Station brings together a panel of local
doctors to discuss a variety of health topics. The
group of specialists that comprise the panel will
deliver topical and preventative care advice in a very
easily digestible, down-to-earth way.
Each doctor will weigh in, based on their area of
expertise and real-life personal experiences.
Idea: The Local Doctors
• “The Local Doctors” show will be brought to life on-air in a series of
1-5 minute vignettes.
• The program kicks off with a 2-5 minute content piece that
introduces “The Local Doctors” show and the doctors represented
on the panel.
– DJ presents “The Local Doctors” in an interview style format which is prerecorded but sounds as if it’s a live, in-studio conversation.
– For example: This is “insert DJ/reporter name” and I would like to introduce you
to a new show on our station. It’s called The Local Doctors and will deliver
topical and preventative care advice every day in a very easily digestible, downto-earth way. Let me introduce you to The Local Doctors… (as each Doctor is
introduced, he/she will discuss his/her area of expertise and the type of advice
they will provide for :30 seconds).
The Local Doctors
•
Doctors for Radio station to target to comprise the panel include:
–
–
–
–
–
•
Pediatrician – may discuss issues surrounding vaccinations
Internist or GP – may discuss ways to prevent colds or flu from spreading throughout the
home
Dentist – may discuss how the gums serve as the barometer of your overall health
Eye Doctor – may discuss how to talk with teens about not sharing their contact lenses
Dermatologist – may discuss the importance of sunscreen in the winter
After the first week has established “who” The Local Doctors are, each
subsequent week will include a minimum of two, 1-2 minute vignettes that
feature a combination of Doctors speaking about various, relevant topics.
–
–
All vignettes to be “moderated” or hosted by the station talent
Vignettes will direct listeners online to the station’s website/local doctor page to pose
questions, hear extended interviews and get more information
The Local Doctors
•
Station will create a page on the website for The Local Doctors which will
include:
–
–
–
–
–
Bios for each of The Local Doctors
Opportunity to post questions for The Local Doctors (collectively or individually)
Podcasts of The Local Doctor segments and extended interviews (both video and audio)
Forums to discuss relevant topics and share advice – listener to listener
Medical “tools” such as eye charts, optimal weight and BMI calculators, etc.
Next Steps
• Gain feedback on ideas
• Station to revise based on feedback and
propose schedules and costs
• Plan activation timeline including commercial
creative and station produced spots (if required)
• Discuss how campaign success will be
measured
• Launch campaign