Newspapers hold advertising potential for certain healthcare segments. Here are some examples of newsprint ads that have focused on health in the past few years.
The NY State Nurses Association ad highlights the health support features of Medicaid to a target market of the elderly. The apparent value proposition is that if changes to Medicaid are resisted these benefits will remain; if not they will go away. It engages the user via a small healthy child and teddy bear and text-based pleas to support the needs of children, the elderly, and the disabled. The ad’s call to action is probably related to voting or contacting a politician since both are done frequently by the elderly or to check out a website and is expected to yield the benefit of no change to health services for the respondent. The ad appears to target the elderly because almost all Medicaid funds primarily help the elderly with home care and nursing home costs. The objective was neither measurable nor attainable. Highlighting the value of children, the poor, and the disabled adds emotional appeal but these are not large voting blocks. This ignores the more clear value of Medicaid to the elderly: Medicaid supports them when they become ill or infirm.
Generation Solutions’ newspaper ad highlights the ability of the home health care service to help the elderly with improving “gait speed” to a target market of professional caregivers and primary care providers. The apparent value proposition is that the services will confer a lower risk of mortality to the patients of the market by addressing gait limitations. It engages the user via a frail looking elderly woman (whose life will not end prematurely) and non-emotional data/results related to a study. The ad’s call to action is to contact the agency and is expected to yield the benefit to the respondent that a patient’s gait speed is improved. The objective was measurable in terms of increased calls although not especially attainable unless this ad was in a newspaper only seen by health care providers (which is possible). It would be more effective as an ad targeting family caregivers which had less data and said “talk to your loved one’s physician about gait – it could help her recover and avoid a repeat fall.”
The Carolina Select Home Care newspaper ad highlights the quality of their agency to a target market of the elderly with physical conditions, as well as certified nurse assistants. The apparent value proposition is that the elderly will receive high-quality care and that nurse’s assistants will work in a better facility. It engages the user via a picture of a healthy and smiling older person with the assumption that their service achieves such an outcome. The ad’s call to action is to call a phone number and is expected to yield the benefit of learning about an environment that is good for the elderly person or a nice place to work. The objective was measurable by following call rates after placement of the ad and quite attainable. The one limitation is the ad has two targets. It seems more logical to run two different ads with a more clear focus and see which one is more effective.
Renew Home Healthcare’s newspaper ad highlights the comfort and zero cost of their agency to a target market of the elderly with a physical condition. The apparent value proposition is the elderly person will receive more comfort and achieve higher independence if they use Renew Home Healthcare’s services. It engages the user via a picture of a tidy home and friendly young home health care worker, further supporting an emotion of calm and ease. The ad’s call to action is to call a phone number and is expected to yield the benefit of learning about an environment that will promote their healthy return to independence.The objective was measurable by following call rates after placement of the ad and quite attainable. The ad has a simple message and focuses on the fact that making a choice will not incur costs.
The Overactive Bladder research study newspaper ad highlights the problems of an overactive bladder and implies that by participating in the study the elderly person enrolled will potentially gain access to a medication that might help. The apparent value proposition is potential relief from the effects of an overactive bladder (incontinence). It engages the user via a woman who looks troubled and a smiling man. The ad’s call to action is to call a phone number and is expected to yield no cost for treatment and possible compensation. The objective was easily measurable by phone call records and probably attainable. Since there is a chance the person gets a placebo, it would be helpful to highlight how participation could help others by learning something new. Also, some compensation would likely be received by all participants. If so, that benefit should be more clearly advertised.
Picture Credit: Flickr user Jon S