Download “All things being equal, a brand whose share of voice is greater than

Healthcare Marketing Strategy | July 2016
TM
The Hospital Marketer’s Guide to Smart Advertising Strategies
For hospital advertising, it takes more than creative concepts to produce long-term results. Moving
the dial on top-line growth requires a smart, strategic approach to advertising — and to be strategic,
you need data that puts your entire advertising landscape into focus. You may know how much your
competitors spend on total ad buys, but do you know exactly what those ads are communicating,
what top drivers they are tapping into, and how their messaging affects your opportunities for
elevated positioning?
Competitive insights are critical to defining a media position within your market and determining an
appropriate advertising budget. The ability to analyze detailed information about your competitors’
advertising initiatives empowers you and your organization to make data-driven, strategic decisions
about local advertising efforts — and get results.
“All things being equal, a brand whose share of voice is greater
than its share of market is more likely to gain market share.”
– The Nielsen Company
If SOV =
SOM + 10
then
0.5% greater
SOM growth
When hospitals evaluate share of voice and positioning relative to competitors, most find their ad
spend is not enough. Increasing share of voice is essential to market share growth. According to
The Nielsen Company, for every 10 points your share of voice exceeds your share of market, you
can expect 0.5 percent greater market share growth, compared to a strategy where your share of
voice and share of market are more balanced.
Your challenge: Create an effective ad strategy that elevates your market position and drives
growth for your healthcare organization — without spending unnecessary time and resources
gathering the right data.
Your solution: The only interactive competitive media market profile designed exclusively for
hospitals, ad atlas+ delivers hard-to-find data and specialized insight for smart advertising
decisions. By combining creative strategy and marketing analyses with spend data, ad atlas+
provides a data-driven overview of your advertising landscape:
• Compare local marketing strategies across all major competitors
• Determine if you need to increase media investments and share of voice to stay competitive
• Gain clarity on where to spend your media dollars
• Instantly view multimedia samples from competing ad campaigns
• Identify opportunities to elevate your brand position based on the positions of your competitors
• Incorporate the interactive, online report in your presentations to your executive team and board of directors
“With shifting payment paradigms, increasing competition,
and the rise of consumerism, reaching the right audience with
the right message has become incredibly important.
Healthcare marketers cannot afford to miss with their message.”
– National Research Corporation
Today’s healthcare marketing leaders see ad atlas+ as a revolutionary tool. In addition to bringing
you the most comprehensive market analysis of competitive advertising strategies in a single,
easy-to-navigate application, ad atlas+ is presentation-ready, so you can load it directly into your
slide deck for shared viewing and analysis. Custom insights from ad atlas+ will support your efforts
to infuse strategy in your advertising and positioning recommendations, empowering you to garner
C-suite confidence in your messaging, placement, and budget strategies for more effective local
market advertising.
For an ad atlas+ demo and more information, visit dobies.com/ad-atlas.
media mix
With a single click,
ad atlas+ lets you
view and compare
what competitors are
doing and saying in
your local market(s).
comprehensive
analysis
share of voice
creative samples
TM
Julie Amor, MHA
chief strategy officer
816.595.6723
[email protected]
About Dobies Healthcare Group
About the Author
Healthcare marketing, branding and advertising: it’s not
just what we do – it’s all we do. Since 1992, our strategyfirst approach has empowered hospitals and other
healthcare organizations to increase volume, elevate
positioning and grow market share. As a healthcarespecialized marketing firm, we are highly skilled
strategists, creative directors, designers, writers and more
– and we bring everything together seamlessly to deliver
healthy returns on our clients’ marketing investments.
Having spent 25+ years elevating healthcare brands, Julie
is a highly esteemed healthcare executive and business
leader. With deep insights into the hospital environment,
she assists organizations to create vision, strategy and
infrastructure that enable them to capture market share,
enhance brand value and improve competitive advantage.
She brings extensive expertise in defining and executing
branding and integrated marketing strategies aligned
with corporate vision and mission.
110 west 9th, suite 100
kansas city, mo 64105
dobies.com