Dobies Health Marketing and Clients Receive High Honors for Advertising from Statewide to International

Kansas City, Mo – From international Tellys to national Asters and Healthcare Advertising Awards – and the prestigious Kansas Emerald Awards – Dobies Health Marketing and its clients are proud to achieve top honors for advertising excellence again this year.

“Because we focus exclusively on healthcare, we genuinely share our clients’ goals for improving health and helping people thrive,” said Thom Ludtke, Vice President of Creative Services at Dobies Health Marketing. “We are fortunate to work with so many organizations who recognize what’s possible with the right blend of strategy and creativity.”

Whether connecting people to medical, surgical and mental health excellence today – or inviting them to explore careers that help ensure a healthier tomorrow – every message has the power to make a difference. Winning creative campaigns so far this year have included:

The World Needs More RTs Campaign – The Brianna Collichio Story
Client: MoreRTs Coalition for Respiratory Care (NBRC)
Award: Gold Telly

The numbers for both active and aspiring respiratory therapists (RTs) are decreasing, causing serious concern about meeting demand for respiratory care now and in the future. The MoreRTs initiative – a collaborative by The National Board for Respiratory Care, the American Association for Respiratory Care and the Coalition on Accreditation for Respiratory Care – is a national, multimedia campaign raising awareness of the value of the respiratory care profession. With messaging designed to attract RTs to the field by showing the positive impact they make on people’s lives, Brianna Collichio’s story as an ambitious singer with cystic fibrosis underscores is powerful. See the Telly award-winning TV spot here:


Learn more about the power and purpose of the More RTs campaign here.

Orthopaedics Campaign: “Life Is Better in Motion”
Client: Liberty Hospital
Awards: Telly, Aster, Healthcare Advertising

With scenes and imagery depicting how “life is better in motion” for athletes and non-athletes of all ages, this campaign was masterfully crafted to increase awareness in Kansas City’s Northland about the highly specialized orthopaedic care and sports medicine available at Liberty Hospital. The award-winning campaign featured this Telly-winning TV spot about sports medicine for local athletes/student athletes:

Be Immune Kansas Campaign for Healthy Vaccination
Client: Be Immune Kansas
Awards: Aster, Healthcare Advertising, Emerald

Be Immune Kansas – a statewide coalition of the Kansas Academy of Family Physicians, the Kansas Chapter American Academy of Pediatrics, the Kansas Hospital Association and the Kansas Medical Society – was formed in 2022 to promote the role of vaccination and primary care in achieving lifelong health. The multimedia, multi-year campaign provides timely, targeted messaging around a variety of vaccines for all ages and counties, particularly those areas with the state’s lowest immunization rates. View the campaign’s website here and the award-winning TV spot promoting pneumonia and shingles vaccines below:

“Introducing Camber” Brand Campaign
Client: Camber Children’s Mental Health
Award: Aster

KVC Hospitals sought to revitalize its brand as part of the journey to becoming the region’s leader in innovative models of life-saving children’s mental healthcare. The new name, Camber, means bridge or arch, representing their commitment to meaningful connections. This brand anthem video – created as part of the total integrated campaign introducing the new Camber brand in market – captures that shared mission from the voices of the Camber leadership team:

CHCS Surgery Facebook Video Campaign
Client: Community HealthCare System (CHCS)
Award: Emerald

When small rural communities have local access to surgeons as high-caliber as the ones at CHCS, they deserve to know about it. To announce that Dr. David Cancelada, a 25-year surgical specialist, joined the team, we created this video for paid and targeted social media advertising. In addition to Dr. Cancelada’s expertise, the video showcased the skilled team, advanced technology and state-of-the-art surgical suites available at CHCS. View the Emerald award-winning video below:

From effective marketing strategies to exceptional creative, the entire team at Dobies Health Marketing knows how to create healthier brands. Visit dobies.com to explore their full breadth of healthcare marketing, branding and advertising services.

About Dobies Health Marketing

Since 1992, Dobies Health Marketing has offered highly specialized expertise in strategy-first marketing for health companies. The Kansas City-based company serves the marketing and branding needs of the entire health industry, from hospitals, health systems and payers to technology firms, medical device manufacturers, associations and certifying boards. With a promise to always engage strategy first, their mission combines strategic marketing with creative communications to create healthier brands.

About the Awards

The Telly is the premier award honoring video and television across all screens, with winning entries selected among thousands by leading video and television experts in advertising, publishing and more. Aster Awards recognize excellence in healthcare advertising and marketing, as determined by an expert panel of judges who review thousands of entries nationally. Sponsored by Healthcare Marketing Report, the Healthcare Advertising Awards are the oldest and largest healthcare advertising competition. Through its annual statewide Emerald Awards competition, the Kansas Association of Healthcare Communicators recognizes Kansas hospitals and health systems that excel in internal communications, external communications, special events, advertising and other categories.

For The NBRC and Dobies Health Marketing, Gold Telly Spotlights the Mission Behind the Marketing

Respiratory therapists save lives, but they can also make dreams come true – even seemingly impossible dreams.

As healthcare marketers, we are fortunate to partner with many organizations driven to save lives. The following article features our work with The National Board for Respiratory Care and the More RTs national public awareness campaign. The goal is to ensure respiratory care excellence is recognized and never in short supply – and the message is receiving acclaim. Here’s that story:

In 2020, a national collaborative of respiratory care organizations called on us to identify the most impactful pathway to solving the shortage of respiratory therapists (RTs). Knowing real impact would require nothing less than a national, long-term, multimedia public awareness campaign, we charted a new course for the collaborative. The concept of The World Needs More RTs was born – and with it, an extensive and highly integrated campaign that features many perspectives across a set of core goals:

  • Elevating awareness and appreciation for the respiratory care profession
  • Increasing the numbers of RT educators and students enrolled in RT programs
  • Improving RT recruitment and retention
  • Fostering professional growth among practicing RTs

The More RTs campaign, sponsored by The National Board for Respiratory Care (NBRC), the American Association for Respiratory Care (AARC) and the Commission on Accreditation for Respiratory Care (CoARC), is now entering its fourth year. Through social media, advertising, media outreach, video production, TikTok contests and a host of other engagement platforms, More RTs amplifies all the right voices: practicing RTs and the physicians who work with them, as well as RT educators, students and, perhaps the most compelling of all, patients.

Few stories capture the value of respiratory therapy better than Brianna Collichio’s, making it a poignant narrative for television advertising. Recognizing that, The NBRC supported and funded our production and placement of Brianna’s story as a regional, 30-second TV spot. In a testament to the power of authentic storytelling, the judges at the international Telly Awards recently gave it one of the advertising industry’s top honors: a Gold Telly. With that achievement, Brianna’s story is now in the company of creative works from such notable brands as Disney, AstraZeneca, National Geographic Society, Netflix and many others. Watch Brianna’s spot here:

As the video shows, Brianna has cystic fibrosis. For many with CF, singing seems impossible – but that never stopped Brianna, who went from singing at church to performing for the NFL and auditioning for American Idol, all while requiring daily respiratory therapy. If not for the skills and dedication of her respiratory therapist, Brianna’s dreams might have seemed too far out of reach. Instead, she is soaring, and her story is one of triumph. (For a deeper look into Brianna’s story, view our companion video here.)

“Voices like Brianna’s tell the world what a foundational difference RTs make in the lives of their patients,” says Lori Tinkler, CEO of The NBRC. “By showcasing real experiences across the reach of respiratory care, we are working to elevate the profession, bolster recruitment and retention, and shape future leaders in this growing field of medicine for generations to come.”

Whether it’s achieving musical stardom or sustaining a long-term campaign that will ultimately save countless lives, big dreams take hard work. Brianna and the many voices of the More RTs campaign are proof of the magic that’s possible when you’re driven to make the world a healthier place.

Dobies Health Marketing and Clients Celebrate Advertising Excellence Awards

KANSAS CITY, Mo. – Dobies Health Marketing is celebrating national and state recognition in 2022 for several of its clients’ campaign initiatives.

Together, the strategy-first healthcare marketing agency and its clients were awarded for creative excellence with Tellys, Aster awards and Healthcare Advertising awards – for which they were selected among thousands of entries from across the country – as well as Emerald awards for advertising in Kansas.

“With the goal of making a real difference in people’s lives, our clients had the vision to work with us in developing and executing the creative strategies and concepts that ultimately garnered these exceptional awards,” said Thom Ludtke, Vice President of Creative Services at Dobies Health Marketing. “We are fortunate to have so many forward-thinking clients who understand the power of creative advertising to move hearts and minds.”

This year’s winning creative campaigns included:

Orthopaedics Campaign: “Life Is Better in Motion”
Client: Liberty Hospital
Awards: Silver Telly, Silver Aster, Silver Healthcare Advertising
With a physician team that provides the advanced level of orthopaedic care and sports medicine normally only found at large academic medical centers, Liberty Hospital needed to build awareness of its strengths in greater Kansas City’s Northland. This TV spot was part of a multimedia campaign centered around how “Life is better in motion” for people of all ages, athletes and non-athletes alike. View the multi-award-winning TV spot below:

Brand Campaign: “This Is What Healthy Feels Like”
Client: Swope Health
Award: Silver Telly
Swope Health, the local community’s leading provider for the underserved, is committed to easily accessible, whole-person care for every patient. This television spot and integrated campaign were designed to communicate their promise and how they deliver on it by making care visible and accessible for everyone. View the Telly-winning spot here:

Oncology Campaign: “Hope Is Closer Than You Think”
Client: LMH Health
Award: Silver Telly, Emerald
LMH Health’s cancer campaign went inside the minds of people fighting cancer, showcasing empathy for their concerns and featuring people and familiar places from within the local Lawrence, Kansas, community. The purpose of the spot (and the rest of the multimedia campaign) was to let people know there’s no need to travel elsewhere for excellent cancer care. View the Telly-winning spot below:

Video: “Corona Country: Solving the PPE Crisis in Rural America”
Client: Heart4Heroes
Award: Emerald
At the height of the pandemic’s PPE shortage, Heart4Heroes – a joint effort between the National Rural Health Association, Project C.U.R.E., Angel Flight Central and Angel Flight West – was born. As a fundraising and awareness initiative to support frontline medical staff at rural and critical access hospitals, Heart4Heroes requested a promotional video sharing the real stories and perspectives of medical staff from America’s rural communities. It was quite an adventure! View the award-winning video below:

Click here for a behind-the-scenes look at the making of Corona Country.

Mammography Campaign: “Turn Screen Time into Screening Time”
Client: LMH Health
Award: Emerald
Each year, the average person spends several hundred hours on activities like social media and watching TV – if they can invest that much time into everyday activities, surely they can invest just one hour per year in taking care of breast health. That was the inspiration behind this fun and playful TV spot for LMH Health mammography that encouraged women over 40 to turn a little bit of their “screen time” into “screening time.” View the Emerald Award-winning spot below:

Website: Corporate Healthcare Staffing and Long-Term Care Residential
Client: Advena Group
Award: Emerald
After a rebrand, Advena Group needed a new website to reflect the new identity and build awareness of the company’s two services lines (Advena Healthcare Staffing and Advena Living). The site needed simple navigation and engaging content for each of its distinct audiences to tell the Advena story and generate new leads for its staffing division and residential long-term care facilities. View the Emerald Award-winning website here.

“Our creative work informs, motivates and connects people – and at its best, it inspires people to achieve the extraordinary,” said Julie Amor, President and Chief Strategy Officer of Dobies Health Marketing. “We draw our inspiration from our clients first and foremost, who are doing the work every day to create and sustain healthier communities. It’s an honor and privilege to work with each and every one of them.”

For more information about the full scope of marketing, branding and advertising services available from the experts at Dobies Health Marketing, contact us.

About the Awards

The Telly is the premier award honoring video and television across all screens, with winning entries selected among thousands by leading video and television experts in advertising, publishing and more. Aster Awards recognize excellence in healthcare advertising and marketing, as determined by an expert panel of judges who review thousands of entries nationally. Sponsored by Healthcare Marketing Report, the Healthcare Advertising Awards are the oldest and largest healthcare advertising competition. And, through its annual statewide Emerald Awards competition, the Kansas Association of Healthcare Communicators recognizes Kansas hospitals and health systems that excel in internal communications, external communications, special events, advertising and other categories.

About Dobies Health Marketing

Since 1992, Dobies Health Marketing has offered highly specialized expertise in strategy-first marketing for health companies. The Kansas City-based company serves the marketing and branding needs of the entire health industry, from hospitals, health systems and payers to technology firms, medical device manufacturers, associations and certifying boards. With a promise to always engage strategy first, their mission combines strategic marketing with creative communications to create healthier brands.

 

Dobies Health Marketing, Clients Bring Home Prestigious Awards for Branding, Advertising

KANSAS CITY, Mo. – Dobies Health Marketing is celebrating national and state recognition for several of its clients’ healthcare branding and advertising initiatives in 2020. From rebranding an Inc. 5000 business solutions firm to promoting specialization in respiratory care and advertising hospital services directly to consumers, the work being recognized this year is a testament to the comprehensive expertise of the Dobies Health Marketing team.

Highlights of 2020 award successes include:

ASTER AWARD: GOLD

Client: Vālenz™
Category: Brand Identity – Logo Design/Letterhead

Formerly known as United Claim Solutions, this client requested a new brand identity to convey the continuously expanding scope of its enterprise, as well as the firm’s core purpose and brand promise. From renaming the organization (valenz has Latin roots and means strong, vigorous and healthy) to redesigning the logo and executing a comprehensive brand strategy and identity package across all business systems and stakeholders, the Valenz brand is now enjoying tremendous success – very fitting for a company that recently ranked No. 2065 on the Inc. 5000 list of fastest-growing companies in America.

TELLY AWARD: SILVER

Client: The National Board for Respiratory Care
Category: Branded Content – Video, Web and Social

To increase awareness and interest in achieving advanced specialization – which propels careers and elevates the profession – The National Board for Respiratory Care engaged Dobies Health Marketing to create a Specialty Credentials campaign targeting current and future respiratory care practitioners. Through a series of videos and online features showcasing the real-life stories of specialized respiratory therapists, the campaign’s inspirational message resonated with its audience and generated high levels of engagement across all media and platforms. In addition to the silver Telly award, this campaign also received a bronze Aster Award for Total Ad Campaign. View one of the featured video stories below:

EMERALD AWARDS, INCLUDING BEST OF SHOW

Client: LMH Health
Categories: Advertising: Television or Radio, Advertising: Total Campaign

“It was a great plan, great execution and exceptionally effective.” That’s how judges for the Kansas Association of Health Care Communicators described the socially relevant LMH Health Mammography Spot when they named it Best of Show. As the centerpiece of an integrated advertising campaign created and produced by Dobies Health Marketing, the 30-second spot achieved high engagement across all platforms (more than doubling national metrics in some cases) and contributed to a nearly 10 percent increase in mammograms over the previous year. You can view the spot here:

Additionally, LMH Health’s “Runner” brand campaign received an Emerald Award and a national bronze Healthcare Advertising Award for Total Ad Campaign with TV.

“All glory and gratitude go to our clients for having the vision to take these creative strategies and concepts forward, and we are proud to see the talents of our agency team recognized as well,” said Thom Ludtke, Vice President of Creative Services at Dobies Health Marketing.

Carol Dobies, Founder and CEO, agrees, emphasizing that the intrinsic value of awards in healthcare marketing lies in the healthier outcomes they represent. “On behalf of our entire team, I’m proud to say we love putting our talents to work every day, though we do it for the mission, not the recognition,” she explained. “We succeed when our work inspires better, more informed decisions about health, which ultimately improves lives.”

In other words, she says, healthcare marketing awards signal exceptional performance, and exceptional performance translates to healthier companies, healthier brands and healthier people. For more information about the full scope of marketing, branding and advertising services available from the experts at Dobies Health Marketing, visit dobies.com.

About Dobies Health Marketing

Since 1992, Dobies Health Marketing has offered highly specialized expertise in strategy-first marketing for health companies. The Kansas City-based company serves the marketing and branding needs of the entire health industry, from hospitals, health systems and payers to technology firms, medical device manufacturers, associations and certifying boards. With a promise to always engage strategy first, their mission combines strategic marketing with creative communications to create healthier brands.

About the Awards

Aster Awards recognize excellence in healthcare advertising and marketing, as determined by an expert panel of judges who review thousands of entries nationally. The 2020 Aster Award winners received scores that ranked in the top 16 percent of the nation for advertising excellence.

The Telly is the premier award honoring video and television across all screens, receiving more than 12,000 award entries each year. Awards for top entries are awarded by the Telly Awards Judging Council, an industry body of leading video and television experts from highly prestigious companies in advertising, publishing and more.

Through its annual statewide Emerald Awards competition, the Kansas Association of Healthcare Communicators recognizes Kansas hospitals and health systems that excel in internal communications, external communications, special events, advertising and other categories.

Sponsored by Healthcare Marketing Report, the Healthcare Advertising Awards are the oldest and largest healthcare advertising competition. More than 4,200 submissions were submitted this year and reviewed by a national panel of judges for creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact.


We are proud to be among the Top Digital Agencies in Kansas City in 2021 as ranked by DesignRush.

Hospital Advertising Strategies to Recapture Patient Volume During the Pandemic

The first six weeks of this pandemic cut patient volume in half for U.S. health systems. Now, six months in and counting, emergency rooms continue to see patient visits down by 25% due to consumer fears of COVID-19 transmission mixed with increased use of telehealth and other alternate care settings. While trends are definitely up for virtual care, increasing overall volume for primary and specialty care remains a priority for most hospitals. From surgical, stroke and cardiac care to wellness exams, health screenings, rehab therapy, chronic care management and more, your patients have been delaying necessary care. How can you re-engage them in their health and recapture that patient volume?

Some hospital marketers are using industry list-serves to compare ideas with colleagues, occasionally sharing examples of tactics or key messages – but we know a better way. We dove into soviews+, our hospital competitive profiling solution, to share recent television spots (streaming and broadcast), digital video and other creative in market as another source of inspiration.

To help hospital marketers further refine advertising strategies, we reviewed scores of creative samples promoted by health systems across the country. We were encouraged to see marketers pivoting to digital multichannel marketing strategies to engage audiences and retain patients by making people feel comfortable seeking care again.

As the pandemic continues, how hospital marketers are meeting the challenge to bring back patients and renew their focus on health: Click To Tweet

We emerged with three key takeaways and a handful of what we considered to be some of the best advertising examples. Enjoy!

Empathy is nice, but action is better. We have heard “We’re all in this together” repetitively as a public mantra. What patients need now is information on specific actions taken to ensure their safety and promote a renewed focus on their health. See how this spot from Yale New Haven presents a creative approach to its safety story and building confidence among patients to reconnect with their care providers:

For more clever points, Yale New Haven also does a nice job with similar ads in their “Stop Putting It Off” campaign, which lightheartedly shows the effects on everyday life when care is delayed:

There are alternatives to filming entirely within your hospital. A full-scale filming production may not be ideal for most health systems right now due to limited time and/or access to the environment given safety requirements. Alternatives include voice-overs with still photography or stock b-roll video footage, smaller-budget filming of your staff, studio interviews or self-recorded smartphone videos – like this one from Cancer Treatment Centers of America:

Physicians may have more trust. Most consumers understand that health systems need patient volume to help them recover financially. That may create a perception of desperation. However, according to a recent Kline & Partners study*, more patients are looking to their physicians to “guide” their health journeys. Watch how Advent Health and Baylor Scott & White Health infuse their physicians to bring patient safety to the forefront:

*Rob Klein, Kline & Partners, A Strategic Health Care Marketing webinar, Consumer Concerns About Receiving Care During the Pandemic —And How You Can Help Patients Come Back, June 26, 2020.

While these samples are intended to spur some creative thinking, the very best insights will come from knowing what your own competitors are saying within your own market. Only then can you truly define your own position across your competitive landscape and develop advertising assets that capture greater share of voice and ultimately higher market share. For that level of insight, take a moment to learn about soviews+, an interactive competitive media market profile tool designed exclusively for hospitals and health systems. soviews+ offers an analysis of top drivers, key messages, and more – including samples of your top competitors’ creative assets – empowering you to make strategic, data-driven market decisions to compete with confidence.

About the Author

Carol Dobies, MBA, is the CEO and Founder of Dobies Health Marketing, where she has been bringing healthcare brands to life for 35+ years. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.

Win the Battle for Share of Voice and Market Share Growth

Data-driven insights are critical for strategic decisions on hospital advertising

For hospital advertising, it takes more than creative concepts to produce long-term results. Especially now, as hospitals resume and reshape their 2020 advertising plans in the wake of monumental disruption, strategy remains a crucial part of the equation. As studies have shown, share of voice feeds market share, and market share feeds profitability.

Moving the needle in the right direction requires a smart, strategic approach to hospital advertising — and to be strategic, you need data that go beyond dollars and cents. For instance, you may know what your competitors are spending on total ad buys, but do you know what, specifically, those ads are communicating? What spaces are they claiming in your market, and which top drivers are they successfully tapping into? The answers to those questions and more illuminate your opportunities for elevated positioning.

Competitive insights are critical to defining a media position within your market and determining an appropriate budget and media mix to meet your advertising objectives. The ability to analyze detailed information about your competitors’ initiatives empowers you to make data-driven 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

When hospitals evaluate share of voice and positioning relative to competitors, many will find that their ad spend does not go as far as they expected. 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, in comparison with a strategy where your share of voice and share of market are more balanced.

How can you find the data you need to get the full picture and maximize your ad spend? soviews+, a subscription-based tool developed by hospital marketers, provides specialized data to hospitals and health systems that guide tactical decisions for market share growth:

As explained in the video above, soviews+ is the only interactive competitive media market profile designed exclusively for hospitals. soviews+ analyzes and packages market intelligence on top competitors in market with regard to share of voice, media spend, media mix, core messaging, creative samples and more. This one-of-a-kind tool lets hospital marketers see their full competitive landscape, paving the way to enhanced, strategic decision-making in the local market.

To schedule a brief online demonstration of soviews+, please contact me. Learn more by visiting dobies.com/soviews.

About the Author

Julie Amor, Chief Strategy OfficerJulie Amor, MHA, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.

 

Programmatic Media Buying: The Smarter Way to Reach Your Target Audience

As a healthcare marketer, how well do you know the online habits of your target audience? For example, are they more likely to visit websites about gardening, sporting goods or fashion? What news sites do they read, and which social media outlets get most of their attention?

Maybe you already have those answers, maybe you don’t. Either way, how will that information drive your media plan? Savvy marketers understand that today’s targeting options have evolved far beyond site-specific media buying, the traditional method of casting a wide net across a narrow field of websites where you most expect to find your targets. Now you have programmatic media in your toolkit – the smarter way to reach target audiences wherever they live, work and play online.

Choosing the Path to Better Results

Programmatic media buying (a.k.a. audience-first digital media targeting) uses real-time and historical trend data to message the right audience in the right environment at the right time. There’s a reason it dominates the world of digital advertising: With its highly sophisticated algorithms and data integration capabilities, programmatic media finds and reaches your targets wherever they are, and with pinpoint precision compared to traditional media buying.

Source: soviews+ reporting
Click to enlarge

Digital media strategies thrive on diversity. See how programmatic media buying finds your target audience wherever and whenever they are most engaged. Click To Tweet

When it comes to programmatic media buying, look for experts who are driven to advance your advertising goals. For our clients, we partner with the HIPAA-compliant firm Goodway Group, combining their expertise in digital media with our expertise in healthcare marketing, branding and advertising. Through this partnership, we fuel advertising campaigns that drive higher engagement, stronger share of voice and greater market share.

RELATED: The Secret Behind Share of Voice for Hospital Marketers

On Track to Peak Performance

Programmatic media buying establishes the ability to drive and track lower funnel and high value activities, producing real-time performance insights that enable optimization throughout the campaign. Such insights allow you to understand how many impressions it takes to prompt a user to visit your site, and how long it takes the average user to get to your site after their first exposure to your message.

These and many other campaign performance data points are powerful but often highly detailed – another reason why it’s important to partner with experts. At our firm, we analyze and package must-have insights into simple dashboards that continuously inform multimedia online ad buying. In addition to web traffic, digital campaign results, SEM performance, organic social media campaigns and more, our reports include observations and recommendations for improving key drivers moving forward.

Source: Dobies Health Marketing
Click dashboard to enlarge

RELATED: Is Advanced TV in Your Media Plan? How to Safeguard Share of Voice this Political Season

From programmatic media buying to competitive media market profiling and every level in between, harness the power of data to illuminate your path to success. To learn more about what we do in healthcare marketing, branding and advertising, visit our services or contact us.

About the Author

Julie Amor, Chief Strategy Officer

Julie Amor, MHA, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.

 


Healthcare Digital Marketing Agency

Dobies Health Marketing and Grapevine Designs Collaborate to Support the KC Healthcare Community

KANSAS CITY, Mo. (May 1, 2020) – As part of their shared commitment to serving the local community, the teams at Dobies Healthcare Marketing and Grapevine Designs donated time and talent to support the launch of a new initiative from the Kansas City Healthcare Communicators Society (KCHCS). The program, called KC Loves Healthcare, recognizes and honors healthcare professionals and support teams throughout Kansas City for their heroic work and dedication.

“We commend KCHCS for creating the KC Loves Healthcare program, and we are proud to join with Grapevine Designs in contributing our resources to support the message,” said Carol Dobies, MBA, founder and chief executive officer of Dobies Health Marketing. “With local healthcare heroes doing everything they can for our KC communities from the front lines of COVID-19, there is no better time than now to lift them up by showing our shared appreciation.”

At KCLovesHealthcare.org, local businesses, hospitals and healthcare organizations can purchase custom KC Loves Healthcare apparel, totes and other items as gifts for their employees. The items all feature a locally designed, heart-shaped logo that captures the unified spirit of the Kansas City healthcare community. “Each time local health professionals use these items or see others using them out in the community, they will be reminded of how much Kansas City appreciates them,” said Janie Gaunce, president and CEO of Grapevine Designs.

The custom-designed logo is available for download from the website, making it accessible at no cost for use in signage or other homegrown ways of showing support. Site visitors may also choose to make a monetary donation to established foundations that benefit KC-area hospitals and front-line workers.

For more information on the KC Loves Healthcare program, visit KCLovesHealthcare.org.

About Dobies Health Marketing

Since 1992, Dobies Health Marketing has offered highly specialized expertise in strategy-first marketing for health companies. The Kansas City-based company serves the marketing and branding needs of the entire health industry, from hospitals, health systems and payers to technology firms, medical device manufacturers, associations and certifying boards. With a promise to always engage strategy first, their mission combines strategic marketing with creative communications to create healthier brands.

About Grapevine Designs

Grapevine Designs markets the message of clients in a way that is ingenious and memorable, imparting the heart and soul of the brand. Based in Lenexa, Kan., their services include branded merchandise and recognition, creative services, company store programs, advertising and marketing, product search and more. Learn more at grapevinedesigns.com.

Is Advanced TV in Your Media Plan? How to Safeguard Share of Voice this Political Season

Right now it is understandable that COVID-19 coverage is dominating the airwaves (and likely your own communications, too). But when that subsides, we will still find ourselves in the midst of an attention-grabbing election year. Huge coffers of political ad dollars will be dispatched to command as much share of voice in your market as possible between now and November. The question is: How can you break through the noise so your own TV advertising dollars are well spent in the face of so much competition for consumer attention?

The answer: Advanced TV. And here’s why:

Experts predict a 57% growth in political ad spending this year, with a total ad buy of $6 billion. That’s a jaw-dropping amount, yes, but consider this: The majority of those dollars ($4.4 billion) will go to broadcast TV, cable TV and radio buys, while the remaining $1.6 billion will go toward digital videos, primarily distributed via Facebook and Google.

See the opportunity there? Advanced TV is not a notable part of the political advertising media mix – but it can be in yours.

How can you break through the noise so your own TV advertising dollars are well spent in the face of so much competition for consumer attention? The answer: Advanced TV. Here’s why: Click To Tweet

Television has evolved far beyond the living room, and your under-50 audience segments are spending more and more time on non-traditional TV outlets. According to eMarketer, the number of U.S. “Pay TV” (cable, satellite, also known as linear TV) households in America is steadily declining, while “Non-Pay TV” (internet streaming, also known as advanced TV) is growing at the same rate. Consumers want the anywhere, anytime convenience that advanced TV provides, so meeting them on those platforms helps capture the share of voice you need, even as political ads amp up elsewhere.

RELATED: Exploring the Advanced TV Ecosystem: Options for Amplified Targeting

The appeal of advanced TV advertising doesn’t end there. Consider these benefits, compiled through collaboration with our digital media partners at Goodway Group:

Advanced TV empowers you to meet consumers where they live, work and play. Studies show that Millennials, Gen Z and Gen X consumers already spend close to 1.5 hours/day watching advanced TV (with Boomers coming close behind at just under an hour per day). Growth in streaming platforms means advanced TV viewership continues to rise, creating crucial new audience segments that your linear TV media buy will have trouble engaging, particularly in a national election year:

  • “Cord-cutters” – those canceling their cable and satellite subscriptions
  • “Cord-nevers” – those who never had cable or satellite subscriptions in the first place
  • “Cord-togglers” – those who view a mix of linear and advanced TV platforms

Cord-cutters are expected to be upwards of 55 million people by 2022, with another 40+ million cord-nevers and counting. Bottom line: Pay TV consumption is expected to drop from 68% in 2019 to 57% by 2023, and streaming media consumption is overtaking traditional TV channels in top markets across the country.

Going digital enables much more precise, data-driven targeting. Better targeting makes your advertising dollars stretch further. Meaning, you can eliminate wasted ad impressions by making sure your ads reach only prospective customers, avoiding those whose behaviors, interests and demographics indicate high unlikelihood to buy. Advanced TV’s robust data (which can be leveraged alongside your own first-party/CRM data and other third-party data sources) enables you to make reliable, data-driven decisions about when, where and to whom your ad should air. As a result, you’ll reduce wasted impressions that come standard with linear television buys. But speaking of wasted impressions via linear TV…

Sophisticated advanced TV reporting will illuminate smarter strategies for linear TV buys. Your advanced TV media buy will capture, analyze and report on audience behaviors and engagement levels as your ads play – such as what times your primary targets are engaging most with your ads, what types of shows they’re watching, and how many times they need to see your ad before taking action. Integrating advanced TV into your media mix will unlock new insights that can drive other parts of your media plan as well, including linear TV.

Advanced TV audiences are often more engaged – which is visible in real time. Rather than just playing it as “background noise” (as is common with stationary living room TVs), consumers who stream TV tend to be more actively tuned into the content they’re consuming, giving you a better window into how, where and when to best resonate with them. The ability to see results in real time allows for rapid adjustments in campaign parameters for improved effectiveness, greater ROI and a healthy share of voice.

For all those reasons and more, smart 2020 marketers will go to advanced TV, where they will find many customers but few political advertisers. As we continue transitioning to an ever more online environment, secure your share of voice in a very crowded media market – deploy smart media strategies so your messages meet the right people at the right place and time.

RELATED: The Secret Behind Share of Voice (How It Drives Market Share)

About the Author

Julie Amor, Chief Strategy OfficerJulie Amor, MHA, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.

 


Digital Advertising Agency

Exploring the Advanced TV Ecosystem: Options for Amplified Targeting

TV and digital media consumption are on the rise, particularly right now as social distancing and self-isolation takes hold across the country. Advanced TV, which has been steadily growing in popularity for the past few years, is well poised to help consumers fill their time and escape from topics like COVID-19 and the 2020 election by watching what they want, when and where they want it. That’s the consumer-centric offering of advanced, non-linear TV, which is expected to be in nearly half (43.5%) of U.S. households by 2023.

As a healthcare marketer, have you incorporated advanced TV advertising into your media mix? If not, it’s time to get started. I discuss the benefits of advanced TV advertising in detail in this blog post, and I encourage everyone to read it if you’re interested in learning more about how to protect your share of voice in the hyper-crowded ad spaces of 2020. But first, if you could use a breakdown of the basics of advanced TV advertising options, this is the blog for you.

So, what exactly is Advanced TV?

According to the Interactive Advertising Bureau, advanced TV is, “any television content that has evolved beyond traditional, linear television delivery models.” Compliments of our digital media partners at Goodway Group, the following information provides a good overview of the various types:

Connected TV

Example: A viewer watching television through a Roku device sees your commercial on the HGTV streaming app.

  • Connected TV ads are served on televisions via over-the-top devices (Netflix, Amazon Prime, YouTube, Hulu, Roku, Apple TV, etc.)
  • They are also served on smart TV apps and gaming consoles
  • As the most evolved inventory in the advanced TV ecosystem, Connected TV offers broad reach alongside highly sophisticated audience targeting capabilities
Exploring the Advanced TV Ecosystem – Options for Amplified Targeting: Click To Tweet

TV Everywhere

Example: User accessing her Hulu account from a tablet sees your commercial while watching The Hunger Games.

  • These ads play on streaming apps created by TV networks, which require a login to access
  • The ads are only shown on mobile, tablets and desktop devices.
  • Generally skewing to a younger audience
  • Tracking is available on cookie-enabled devices, making this a particularly good tactic if you have click or activity goals

Video on Demand

Example: A viewer with a Comcast set-top cable box sees your commercial while watching an on-demand episode of Chopped on the Food Network.

  • These ads are shown during on-demand viewings via set-top box apps through a cable or satellite provider
  • The ads are only shown on a television, and they complement your linear TV buy by extending reach to other audiences

Programmatic TV

Example: Viewer watching the latest episode of This Is Us live on their television sees your commercial because it was purchased through a programmatic platform.

  • This type involves linear inventory that can be purchased programmatically and served during live programming
  • These ads are only shown on televisions, and are limited to national campaigns only
  • With the largest scale, programmatic TV is a great fit for brand awareness campaigns seeking national exposure

From highly engaged audiences to data-driven optimization tools and a heightened ability to reach key audiences where they live, work and play, there are many reasons why advanced TV advertising increased 276% from 2017 to 2020. The steady, ongoing rise in advanced TV spends by TV advertisers further reflects a healthy overall sense of optimism and satisfaction with ad performance on these platforms.

RELATED: Is Advanced TV in Your Media Plan? How to Safeguard Share of Voice this Political Season

RELATED: Meaningful Insights to Guide Your Hospital Advertising Strategies

About the Author

Julie Amor, Chief Strategy OfficerJulie Amor, MHA, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.