Must-Have Information for Effective Hospital Marketing
What advertising messages are being launched in my local market?
What do those creative campaigns claim, show and say?
What share of voice (SOV) do they hold and what is their reported market spend?
In my former roles as a healthcare advertising professional and VP of Marketing for a major academic medical center, questions like the ones above were always on my mind. To drive effective advertising strategies, my team needed information that brought our entire competitive landscape into focus. We needed timely, reliable insight on our local market competitors – key positioning messages, SOV and spend analysis.
The Challenge: Gathering & Analyzing Market-Wide Hospital Advertising Insight
Until now, finding and packaging this type of data was time-consuming and never as fruitful as I hoped. Using media spend reports only gave me dollars reported, but I needed to know much more than that. For starters, I needed current creative assets – capturing those across the market from multiple media outlets was difficult enough – then came the arduous tasks of:
- Analyzing creative to determine local competitor messaging and market position
- Calculating share of voice and share of market for each competitor
- Using this insight to define and better position my own organization’s marketing and advertising strategies
- Presenting the culmination of this data to my C-suite colleagues
Sounds like a lot of work, right? It was. However, a comprehensive market analysis like this was critical to my ability to (1) make well-informed, strategic recommendations, and (2) secure support for and confidence in, the marketing and advertising budget and strategy I would propose.
The Solution: A Single Source for Competitive Hospital Advertising Data
I am writing this article because I feel compelled to share that I have found a solution in soviews+ – a revolutionary tool because it offers a marked change in direction – packaging a comprehensive market analysis of competitive advertising strategies into one online interactive tool. The presentation-ready profile can be linked directly to your slide deck, analyzed and shared. Moreover, it provides data-driven insight that helps infuse strategy into your advertising and positioning recommendations – and what could be better than that?
We all know well-planned and strategic advertising efforts generate revenue. A market profile from soviews+ brings strategic positioning and justification to the messaging, placement and budget necessary to be more effective in local market advertising.
As someone who has been through the rigor of strategizing creative campaigns without a tool like this, I can honestly say soviews+ is revolutionary, leading-edge and comprehensive. It fully supports a data-driven approach by bringing must-have information right to your desktop. Fellow hospital marketers, I encourage you to let soviews+ guide your direction forward.