Effective Advertising Tactics for Healthcare Practices

Описание: Close your eyes for a second and think about the last health advertisement you saw.

A specific image or slogan might’ve come to mind. Maybe you couldn’t remember the last one you saw because you see so many and they’ve started to blend together. Digital marketing experts estimate that Americans are exposed to four thousand to ten thousand ads per day. Now, you probably don’t think about it every time you see one of these.

They might not stand out, or you might skip over them if they don’t pertain to you. In competitive industries, it’s so important to focus on the effectiveness of ads because they help generate new clients. So how can healthcare companies successfully market so they stand out among others?

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One of the first tactics that designers always keep in mind is color psychology. Color affects feelings and mood, so using certain ones can influence how we react to a certain ad. People can perceive a message and gather meaning from colors alone which often stand out first. For example, the color green usually portrays good health and creates feelings of peace and nature. That’s why this example uses green - so consumers recognize good health when they see this ad which is telling the story that the company has the best care.

Next is the use of a focal point. This concept is pretty simple. Artists use design principles such as color, size, or direction to emphasize a specific element known as the focal point. While there are usually still other elements on the ad, the focal point draws the most attention and can tell the main message on its own.

Typography is another way to boost an ad’s appearance to make it more noticeable. Text can function as an image so that numbers or words tell a message. Designers skillfully use typographic composition through various design principles. This example from Cooper Health Institute uses this tactic with the size of the text. The large red type stands out to generate curiosity so that we read the attached smaller blurb explaining the significance of the large text.

Another effective technique is association. This uses specific visuals so users will associate the message to something they can personally relate to. For this to be effective, organizations must understand their intended audience. Children’s Hospital Colorado created a campaign that achieved this. The ads depicted actual experiences that parents deal with. The images of real-life situations include a tagline about how the hospital is there to help.

A similar tactic is symbolism. This is another visual representation of something familiar to communicate a message. It applies metaphors or similes to show one thing to represent another. It’s like the association technique because the consumer can connect the visual to something else that they understand. The Children’s Hospital Colorado didn’t just use association in the previous ad by showing a situation that parents relate to. It did this by also using symbolism with the simile comparing a child’s nostrils to marble storage.

Emotional appeal is one of the most effective techniques, and it’s popular in the healthcare industry. Companies like to target people’s feelings to draw a reaction and response. If you think of an ad that uses this technique you might picture a commercial of sad children that asks for donations to solve poverty. Or maybe you think of the animal abuse commercials with Sarah McLachlan’s music. The reason these work is because they get the most emotional response from us whether it be sadness, guilt, nostalgia, or another heart-tugging feeling. These make us more likely to act and respond in the way that the ad is calling for.

Another emotion that organizations try to produce for their target audience is happiness. This can come from the final technique which is humor. Everyone loves a good laugh, especially young people who are surrounded by meme culture. When they see a funny image, they’ll often send it to other people they know. Because of this, healthcare organizations can benefit from including humor. Since consumers share images that they find amusing, funny ads have the chance to reach even more people.

When coming up with an ad campaign, there are many directions a healthcare company can take. Different tactics can keep viewers’ attention and make them understand the message, and some techniques work better than others. Experimenting with these different tactics can help companies find what works best for them so they know how to make ads that gain customers.

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