HEALTHCARE MARKETERS

When medical societies and healthcare marketers evaluate their partners, it can be easy to get caught up in capabilities, case studies, and client lists. They matter. They can help you determine if your partner has what it takes to put together marketing solutions that achieve your goals.

This could be anything from a billboard on a major roadway, to a wallscape attached to the side of a city structure, to a poster at a train station, airport terminal, or kiosk. OOH also includes branded merchandise and apparel. In recent years, OOH has been evolving from static printed ads to dynamic digital formats, including video.

In the 1930s, people said television would kill broadcast radio. Similar predictions of radio’s demise involved the Walkman, MTV, the iPod, and online streaming. Video never killed the radio star, as The Buggles famously claimed 40 years ago. We’re not sure, however, whatever happened to music videos.

Did you know the number of adults in the US who listen to podcasts has increased more than 40 percent in just the past three years, according to Nielsen? More than one-quarter of podcast listeners have said they’re interested in registering for a health-related podcast, making it the eighth most popular format, ahead of business, arts, and sports.

While influencer marketing is closely tied to social media and the word “influencer” was just added to the dictionary in 2019, the concept has been around for much longer. Some say the first collaboration between a brand and an influencer occurred in 1760 when Wedgwood made a tea set for the wife of King George III and marketed the product as having “royal approval.”

Bitcoin and other cryptocurrencies originally emerged because they could be used as digital currency for financial transactions verified by algorithms, not banks. What later grabbed the attention of the business community, however, was blockchain, the technology used to process and record those transactions.

Traditionally, you would have to identify which platforms, channels, or publishers cater to your target audience. Then you would have to work with a sales rep, who would propose an advertising schedule and negotiate rate. The better your relationship with the sales rep and the more you spend, the better your ad rate. It can be very subjective.