NHS AND HEALTH CARE
ADVERTISING FOR THE NHS & HEALTH CARE
When it comes to advertising, every business will have their own reasons for doing something at a particular point in time or for doing nothing at all.
This is very true for public sector bodies such as the NHS.
Each time the NHS, or companies that operate within the NHS advertise, they have to weigh up the importance of what and why they are advertising against the budget they spend. The reason for this is ultimately, they are using tax-payer money and that spend needs to be justified.
Having worked with several companies who operate within the NHS, CG Advertising understands the dilemma they face. We will always advise honestly and ensure whatever spend they make, will offer value for money and be as cost-effective as possible.
Industry Specific Problems:
Public bodies such as the NHS invariably only advertises to promote a message that is relevant to the general public. This could be a mental health helpline or a recruitment campaign aimed at school leavers looking to move into Further Education to enter the medical profession. Sometimes the campaign is purely for information purposes, other times it is asking for a direct response.
Normally, the only time restraints on this type of advertising are those dictated by the aims of the campaign itself.
However, whatever the reasons and timing of the advertising, each campaign must be cost-effective and the spend must always be justified.
At CG Advertising, we have worked with several different companies who operate under the NHS banner and have the experience to be able to provide the right solutions at the right time.
Each time I will discuss the sound and vision concept with the individual client and work out the most effective and cost-effective way to promote their message.
'Sound and Vision'
All NHS and other Public Sector campaigns should always be put on that organisations digital and social media platforms. If they aren’t, I will recommend this as it is important they maximise the free opportunities open to them.
This will then make any paid for campaigns more effective.
For all campaigns, the key is to maximise the number of people who are aware of the message and where applicable, to actually search for the service.
At CG Advertising, our philosophy is give your target market a really good reason to do something, then they invariably will.
Using a mix of commercial radio with outdoor and bus advertising will put the campaign squarely in the ears and eyes of the general public on a daily basis. The importance here, is the public will see and hear the message as they go about their daily routines. This consistency will then encourage them to find out more information either on-line or via social media and also talk to others who maybe interested. This is why it is important for them to use their social media platforms and keep their on-line presence up to date.
Here is an example of how to utilise 'sound and vision' concept effectively.
With the short-term nature of most NHS campaigns, airtime offers the most flexible option on the most appropriate commercial radio station. We will help create a message or series of messages and play them out over a specific period of time to give the most effective coverage.
Outdoor and bus advertising
we look at the time of year the campaign is required and book a bus and billboard campaign accordingly. Sometimes availability will dictate what we propose, but both options will give maximum visibility to the target market in the required area.
As both the radio and bus and billboards are something most people will listen to and see on a daily basis, and the advertiser is invariably a known entity, then the campaign becomes something that will be remembered.
This is how sound and vision advertising works!
A - I have worked in commercial radio since 1997. As such I know what stations are the most relevant for your business in the area you want to advertise in
A - With the experience I have in commercial radio I am aware of the benefits of both options. If budget allows do both options. The reality though is that a good commercial radio station will have most of their main sponsorships already sold on a long term basis meaning airtime will be the only choice. However, if a key sponsorship becomes available, then this definitely should be taken. Something like Traffic and Travel or Weather sponsorships are perfect for a business to get a consistent message out at key times of the day.
A -The simple answer is both are as good as each other. Billboards are all located in high volume areas and will therefore be seen. Buses are so regular that you cannot help but see several on most journeys you take.
Highly visual and mobile
A highly visual and mobile advert that works fantastically well in conjunction with other media, particularly radio. It is one of the most cost-effective ways to promote your business as you book a campaign of multiple buses in 4 week blocks. This brings the price in line with local newspapers and on many occasions is better than local radio.
‘95 of the top 100 advertisers in the UK use outdoor advertising
This highly creative and visual medium is one of the fastest growing forms of advertising in the Country with popularity high among National, regional and local advertisers. In fact 95 of the top 100 advertisers in the UK use outdoor advertising as part of their mix.
Creative, relevant and memorable
Radio plays a vital, if somewhat unsung, role in people’s lives. Whether you like music or speech, there is a radio station for just about everyone. For many people, their choice of station is with them throughout the day. They wake up to it, go to work with it, they’re at work with it, and they come home with it. In fact they probably spend more time with the radio than they do with their family!
SOME OF OUR HAPPY CLIENTS
NHS Linconshire West
I put together a plan covering all aspects of outdoor advertising for the Clinical Commissioning Group in Bracebridge Heath. I looked at both billboards and bus advertising as both would give great visibility. The message had to reach the whole of Lincolnshire.
Premier Hearing in Loughborough
We decided to propose two different radio campaigns to give the client options in terms of impact and budget. The first was a medium-weighted option over an 8 week period. The idea with this was to give the company a big impact from day 1.
Lincolnshire Talent Academy
We booked a 4 week campaign consisting of a mix of Lower Rear and Streetliner adverts to run from the end of October. We timed this so the buses were seen in the weeks running upto the event. They acted as a reminder to those who were already aware of the event.
"With Chris’s wealth of knowledge he was able to secure a number of advertising opportunities for my company that included radio and billboard advertising.
As a result of the advertising we have seen a significant increase of traffic onto our website and more importantly we seen a much higher level of new customers since the advertising started, so clearly it is working!"
PETER FROHMAIER, S&P GARAGES