Your Market With The Right Media

The Match Game Your Market with the Right Media

Society for Healthcare Strategy and

Market Development

October 11, 2002

The Society for Healthcare Strategy and Market Development

Pam Schneider, Senior VP, Client Services Director

Rick Johnson & Company, Incorporated


About RJC

New Mexico’s largest full-service marketing, advertising, public relations and interactive agency

Founded 1977 Staff: 51 (FTEs) Headquartered in Albuquerque Clients across U.S. 10 Departments 4 Divisions


Our Healthcare Experience

• Healthcare Systems

• Clinics

• Physician Groups

• Specialties - Oncology, Rehabilitation, Cardiology

• Health Plans

• Managed Care - Medicare

• Single Physician Offices

• Foundations

• Auxiliaries


What Are We Going to do Today?

• Media and Media Vehicles

• Match Media to Markets

• Q&A

• You Are Outta’ Here...


Some Fundamental Questions You Must Ask Yourself About This Topic...

• Who is my market(s)?

• What do I need to know to make the match?

• Why isn’t this simple?


Definitions Surrounding Media

• Mass Media - non-personal channels of communication that allow a message to be sent to many individuals at one time. (no interpersonal contact)

• Medium - is the general category of available delivery systems, which includes broadcast media, print media direct mail, outdoor advertising and other support media

• Media Vehicle - The specific carrier within a medium category. For example, Time and Newsweek are print vehicles, “20/20” and “60 Minutes” are are broadcast vehicles.


Types of Media Available...

Television Airplane Fly Behinds

Radio Shopping Carts

Newspaper Apparel/Shoes

Local Publications Hot Air Balloons

Magazines Sides of Buildings

Direct Mail Business Cards

Outdoor Signage

Web Bus Benches


How Do You Match Media to Your Market?

Fundamental Question…Who is your target audience?

Research Up Front or Err on the Back End.

• You have to know who you are trying to reach and where you are most likely to reach them.

• What makes this target audience tick

• Are they young, are they old, are they something in between?

• Are they your garden variety couch potato?


Matching Media to Your Market


• Are you trying to reach them during the day or at night?

• Where do they hang out?

• Do they drive? Do they fly? Do they walk?

• Do they watch football? Do they watch ballet?

• Do they purchase pharmaceuticals on-line?

• Do they purchase lottery tickets?


Matching Media to Your Market


• What age are they?

• What generation do they fit into?

• Do they respond to TV?

• Do they respond to radio or newspaper?

• Do they listen to news/talk radio?

• Do they get their information on-line?


What is Media?

• "Media" refers to various modes of conveying information. For example,books, newspapers, CDs, microfiche, and websites are all different types of media.

• Search engine results will lead you to pages about books, CDs,sounds, or many other types of media.


Media Planning

• Not Easy or Everyone Would Do It.

• Planning Includes: mass media such as television, newspapers, radio and magazines ( and the choices available within each of these categories)

• Out-of-home media such as outdoor advertising, transit advertising and electronic billboards.

• Support media includes direct marketing, interactive media, promotional products advertising and in-store point-of-sale (POS or POP) options


Media Planning

• Seems Easy Enough

• Selection of Media is involved because of the nature of the media themselves

• Television has Sight and Sound

• Radio is Sound only

• Print has the potential to be seen a number of times

• Each media has its own characteristics

• Alternatives within the same medium - like Rosie and Oprah or Time and Newsweek


Media Planning

• What else affects the Media Planning Process?

• Some media are more useful than others in conveying a message - depending on the message

• For Example: MCI tends to rely more heavily on broadcast media, while Hewlett-Packard prefers print media.

• McDonald’s will rely on television and radio with some print to supplement campaigns


Characteristics of Media

• Each media has its own characteristics that make it better or worse for attaining specific objectives.

• Interactive Media - includes online, internet, CD-ROM, kiosks, and interactive TV– Interactive moves the receivers from being passive

participants to active ones.


Characteristics of Media - INTERACTIVE

• Future for interactive TV is promising - it isn’t here yet…– Sophisticated programming is years away– Costs are too prohibitive– Technology is not ready– No evidence that people want to interact with their TV sets– Belief is held that the Internet will adapt successfully to TV

interactivity.


Source Turn to FIRST for Information/News on Topics: Internet/Web

Men Women

Latest Technology Trends 20% 14%

Product Comparisons 19% 14%

Stock Prices 19% 11%

Vacation Ideas 11% 10%

Health Information 10% 9%

*32,000,000 internet subscribers

Source: Yankelovich Monitor 2001


Characteristics of Media - TELEVISION

• Television Media - often called the ideal advertising medium

• It combines visual images, sound, motion and color

• It allows the advertiser the opportunity to develop the most creative and imaginative appeals of any medium

• TV has numerous advantages over other media, including creativity and impact, coverage and cost effectiveness, captivity and attention and selectivity and flexibility.

• Print can show you the features of a car but TV can put you in the driver’s seat and give you an actual sense of driving



• TV allows you to reach mass markets, often very cost efficiently

• Companies with wide spread distribution and availability of their products and services use TV to reach the mass market and deliver at a low cost per thousand.

• TV is intrusive - it imposes itself on viewers as they watch their favorite programs.

• TV is considered a non-selective medium

• Some selectivity is possible based on programming content, broadcast time and geographic coverage.



Stations in New Mexico - Albuquerque

• KOAT • KASY

• KRQE • KTEL

• KOB • KLUZ

• KASA • KAPX • KWBQ


Source Turn to FIRST for Information/News on Topics: TV

Men Women

Breaking News 77% 81%

Weather Reports 76% 80%

Traffic Conditions 39% 45%

Trends in Entertainment 38% 40%

Political Analysis 38% 38%


• News and Weather were the highest rankings in all generations.• Political Analysis was highest with the Mature Generation at

45%.• Health Information ranked fairly low across all generations.


Characteristics of Media - RADIO

• Radio - is primarily a local advertising medium

• Radio has highly specialized programming - appealing to very narrow segments of the population

• 11,000+ radio stations in this country

• 4,906 commercial AM stations

• 5,285 commercial FM stations

• Over 576 million radios in use an average of 5.6 per household



• TWELVE AM STATIONS IN STATE

• THIRTY SIX FM STATIONS IN STATE

• SEVEN AM STATIONS IN ALBUQUERQUE

• TWENTY ONE FM STATIONS IN ALBUQUERQUE



• Radio reaches 77 percent of all Americans over the age of 12

• Average American listens to radio 3 hours and 18 minutes every week day and nearly 6 hours every weekend.

• Radio offers advertisers certain advantages for communicating messages to their potential customers

• Radio advantages include cost and efficiency, selectivity, flexibility, mental imagery and integrated marketing opportunities.

• Radio can reach consumers other media can’t



• Radio is a great way to reach non-English speaking ethnic markets

• Radio has so many formats that you can reach almost any market

Classical Adult Contemporary

Christian Hard Rock

Alternative Album Oriented Rock

Oldies Country

And the list goes on and on...


Source Turn to FIRST for Information/News on Topics: Radio

Men Women

Traffic Conditions 44% 38%

Weather Reports 12% 10%

Breaking News 8% 8%

Sports Scores 9% 5%

Fun and Entertainment 3% 5%


• Radio is used during drive time traffic (on the way to and

from work)

Source: Yankelovich Monitor 2001


Characteristics of Media - PRINT

• Print - Magazines and Newspapers

• Role is different from broadcast media because it allows the presentation of detailed information that can be processed at the reader’s own pace.

• Not intrusive like radio and TV

• Require some effort on the part of the reader for the advertising message to have an impact.

• Usually referred to as “high involvement” media



• Newspapers are received in nearly two-thirds of American households daily.

• Magazines reach a selective audience.– Valuable in reaching specific types of consumers and

market segments



• Magazines - have grown rapidly to serve the educational, informational and entertainment needs of a wide range of readers in both the consumer and business markets.

• Magazines are the most specialized of all advertising media.– Some have mass appeal like Reader’s Digest, Time and TV

Guide– Most are targeted to a very specific audience – Industry specific trade publications

• Magazines - one of the main reasons to use is Selectivity



• Magazines can reach a specific target audience

• They do this through Demographic and Geographic Selectivity– Demographic based on editorial content (Self, Ladies Home

Journal, Cosmo appeal to women -- Sports Illustrated, Playboy and Esquire appeal to men)

– Demographic based on Special Editions - (Mature Life in the Albuquerque Journal, Newsweek 50 Plus)

– Geographic Selectivity lets you focus ads in certain cities or regions (New Mexico Magazine, New Mexico Business Journal, Sunset, Southern Living)


Source Turn to FIRST for Information/News on Topics: Newspaper/Magazine

Men Women

Movie Times 50% 55%

Book/Movie and TV Reviews 33% 39%

Fashion Trends 23% 39%

Fun and Entertainment 23% 27%


• Print is an alternative for health information because ads can be copy heavy


Characteristics of Media - Outdoor

• Outdoor has probably existed since the days of cave dwellers. Egyptians and Greeks used it 5,000 years ago.

• One of the most pervasive communication forms.

• Most frequent users of outdoor over the years was Tobacco and Liquor

• Success of outdoor is its ability to remain innovative through technology.

- 3-D forms and extensions

- Electronic Billboards

- Inflatables


Characteristics of Media - Outdoor

• There are many advantages to Outdoor including: Frequency of exposure, geographic flexibility (placement), creativity, ability to create awareness, efficiency, effectiveness and production capabilities.

• Outdoor also has some disadvantages including: Waste coverage (not everyone driving by is your target), limited message capabilities (8 words) - exposure time is short, wear out (high frequency of exposure), cost (decreasing availability)


Characteristics of Media - Direct Marketing

• Direct Marketing - A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction.

• Direct Marketing Media - include direct mail, telemarketing, print and broadcast.

• One of the fastest growing forms of promotion in terms of dollar expenditures - rapidly becoming the medium of choice for many marketers.


Characteristics of Media - Direct Marketing

• Impetus behind Direct Marketing may have been the growth of the U.S. Postal Service - which made catalogs available to all of us.

• But not catalogs alone…

• Consumer Credit Cards

• Direct Marketing Syndicates - list development, statement inserts, sweepstakes etc.,.

• Changing structure of American society - “Money Rich and Time Poor”

• Technological Advances - Internet


How Does This Apply to Healthcare Specific Markets?

• Determine which target market should receive the most media emphasis

• Now, Ask yourself the following question:

“Through which media and media vehicles can I best get my message to prospective buyers/users?”

The issue is to get coverage of the market.

The optimal goal, is full market coverage.


How Does This Apply to You?

• Your goal is to extend media coverage to as many of the members of the target audience as possible while minimizing the amount of waste coverage.

• You Must Know your Target Audience(s)

• You Must Research your Target Audience(s)

• Then You Can Purchase Media that Matches Your Market...


Q & A


Thank You.

Your Market With The Right Media

Business

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