The two most important words on a billboard: Next Exit
There is no case study anywhere that concludes that an outdoor campaign drove patients to a hospital or physician practice. And, believe me, I have looked at hundreds of hospital campaigns.
Outdoor advertising has it’s place- mostly as a directional resource. But it is an expensive and ineffective place to tell a brand story. There is a better way using of hundreds of other media alternatives.
I get it: Doctors want to drive down the road and see themselves on a billboard. Outdoor may be worth it to keep your doctors happy, but it is not driving business.
A complete media mix that will drive actual patient volumes includes some traditional advertising, but also huge doses of screening events and seminars, social media, online reputation management, laser-targeted mailings that drive specific DRG’s, blogging and online videos by key physicians, publicity events and community events, and more.
There is no easy way to increase patient volume by just buying billboards. It takes a well conceived strategy and full media mix of surprising tactics.
The Good News is that this type of alternative media innovation will gain the hospital and physicians much more exposure for much less money.