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This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s). You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as Advertiser X – please replace those with the name of the advertiser you are pitching. Please delete this slide prior to your presentation. Need assistance? Click below and send your questions.
Leveraging Radio and (insert station name) for (insert Healthcare/Pharmaceutical advertiser) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)
Agenda Radio –Reach –Relevance –Results Insight based ideas for insert advertiser
Radio reaches 93% of all U.S. consumers every week… Listeners continue to turn to Radio for news, information and entertainment, despite an ever-increasing selection of media options. 242,100,000 Weekly Reach Source: June 2012 RADAR® 113 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Radio Dominates the Day Source: GfK MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All Next Day …… and Beer Owns the Night
Source: GfK MRI Doublebase – 2011 – Weighted to Population. 82 % 87 % 80 % 82% of Adults who visited a doctor in the past year. Adults who discussed Healthcare ads with a friend or relative. Adults who filled a prescription in the past year Radio is Relevant 85 % Adults who purchased non- prescription drugs after being exposed to a Healthcare ad.
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 Dentists 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 DJs emceed the events and conducted celebrity interviews and successfully drove event awareness and attendance.
Radio Works for Healthcare CBS Radios Altitude Group partnered with Walgreens to urge listeners to arm themselves for the ones they love with a flu shot from Walgreens. DJs received their flu shots at Walgreens as well and talked about the ease, simplicity and importance on air.
Leveraging Radio for (insert Healthcare advertiser name) Insight Based Ideas
Insight #1 Pharmacies are swiftly moving beyond their traditional role as pill dispensers to meet the demands of todays 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 Govt). 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 doctors offices. An Expanding Role in Healthcare 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. –FAQs arising at the Pharmacy. –Coop opportunities with drug and nutrient manufacturers. –Topics from Advertisers 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: Im 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 stations website/Rx Minute and well 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 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 cant pay for compassion and insurance companies dont reimburse for art. Bedside Manner 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 Many consumers are just too busy to proactively seek the latest information in regards to living a healthier life. When its 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. Knowledge is Power 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 pre- recorded but sounds as if its 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. Its called The Local Doctors and will deliver topical and preventative care advice every day in a very easily digestible, down- to-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 stations 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