Choosing the proper media mix in Healthcare Marketing
There’s a famous saying in the ad line, “I know half my ad budget is wasted, but I don’t know which half.” Even though it’s easier to measure the effects of advertising, we still pick up spending on inefficient media channels everywhere. Your media mix (paid, free, earned & owned media) must be apt to your business goals.
Few examples listed below to help you get started, based on some common business needs:
The goal is brand awareness:
Consider any paid media channels for impressions and high-level messaging:
Paid online, including mobile, display and promoted posts in social channels
The goal is to drive leads:
Review sites (review can be posted on products, businesses etc.)
Advertising(Ex: Google Adwords) that directs people to a specific call-to-action.
Improve your mix
Make use of paid, free , earned and owned media to achieve your ends. Leverage the strengths of specific channels to reinforce efforts in others. For example, promoting inbound content(blogs, video, SEO etc.) with mass media ad.