Pharmacy Bag Advertising as Creative tool for Healthcare Marketing Managers
Learn how Healthcare Marketing Managers can leverage Pharmacy Bag Advertising.
Marketing Managers or owners of small healthcare businesses can find themselves in a conundrum when it comes to identifying advertising ideas. Typically don’t have the budget needed for large campaigns and they have to spend more of their profit on advertising in the early stages of being in business in order to get noticed.
Online and digital are overestimated
Many healthcare corporations are working blindly when it comes to understanding what it gets from spending and ROI on digital advertising.
Digital media is great for reaching a speciﬁc set of consumers with targeted messages quickly, efﬁciently and at a lower cost. Recently, a study from Bain & Company (1) found out that digital advertisement are less effective than traditional media in terms of getting consumers to remember it.
Recent studies by the research firm Lumen confirmed that only 9% of digital ads are viewed for more than a second (2). The study has used laptop-mounted eye tracking cameras on 300 consumers’ laptops to collect visual data on what they notice when they are online. During the study it were recorded 30,000 minutes of data, with evidence relating to around 15,000 digital ads.
Billboards are an expensive commitment and deliver low impact
Costs of billboards depends on format, circulation, demographics, and impressions. Traditional billboards cost $14,000-20,000/month in larger markets.
It takes a considerable time, energy and money to advertise with billboards. On the top, most billboard companies require advertisers to close long-term contracts. If your campaign strategy requires flexibility and multiple messages delivered at specific times, billboards are not the right media.
Many commuters are subjected to dozens of billboards each day with limited attention span. Billboards becomes easy to be ignored and the short exposure limits the recall rate of the audience.
Pharmacy Bag Advertising as targeted and efficient promotion method
Pharmacy Bag Advertising is an outstanding tactics to reach consumers with their mind in healthcare. The advertisement is printed on pharmacy prescription bags and distributed to the stores the advertiser selected. The consumer literally touches the ad and eventually bring it to their home. Pharmacy Bag Advertising creates additional exposure to other viewers since sometimes the consumers place the bags on their table at home.
Why does pharmacy bag ads deliver high impact?
The bags are handled by healthcare professionals from reputable pharmacy chains providing an exceptional exposure to your brand. The target audience immediately connects with your message as they are with their mind in their health while picking up their prescription. This provides an enhanced assimilation of your message.
An unique bag provides on average 15 min of exposure and extended views when the patient takes the bag home. Each pharmacy distributes on average 5,000 prescriptions bags/month, this generates an estimated 1.5M of impressions.
Pharmacy Bag Advertising is a efficient and affordable marketing method to deliver the message to healthcare consumers.
(1) Bain & Company, Online or Traditional, What’s is Better for Brands? Nov, 2016
(2) Marketers Continue to Waste Money as Only 9% of digital Ads are viewed more than 1 Second. Lumen Research, 2016