Healthcare marketers are beginning to reposition out of home media closer to hospitals, urgent care corridors, and medical districts where patient decisions occur, shifting strategy from broad awareness to proximity driven visibility.
Companies seeking to expand their business may find that tailored marketing tactics are crucial for achieving their goals. Market research, customer segmentation, target marketing, branding, ‘marketing mix methods’ (product, price, promotion, and place), and SWOT analysis can help ensure that limited resources are directed appropriately. This will enable businesses to achieve their growth and profitability objectives by reaching the right customers with the right message. Companies should bridge development and marketing activities through careful planning and strategic tactics to achieve their expansion goals. Case In Point Zwanger Persiri began its journey with DCW Media in 2009 to establish the radiology group as one of Long Island’s most recognizable names for excellence in testing, ease of appointments, and patient care. To deliver results, we identified media opportunities that kept ZP Rad top of mind within the local marketplace—utilizing traditional media such as television, billboards, radio, and newspaper ads. And digital marketing strategies, including email campaigns, search engine optimization (SEO), and social media campaigns to reach their target market. Our initiative was especially successful thanks to our naming right partnership on News 12-the highest-rated network among those living on Long Island. It was an invaluable asset when it came time to set out a 360-degree marketing plan. With each new location acquisition, DCW was instrumental in utilizing market research, target demographics, and competitive analysis to promote grand opening events and product launches, allowing potential patients and medical practices to view the cutting-edge technology and care ZP brought to the community.
Incorporating experiential marketing into media strategies for higher education brands is crucial for connecting with prospective students by offering meaningful experiences that communicate a sense of community, security, and dedication to student success. This connection can lead to improved enrollment and completion rates. It’s essential to carefully plan how to engage with prospective students and leave a lasting impression, as well as consider the types of experiences that are most appealing to potential students and how these experiences can align with the institution’s specific goals.
In marketing as in life, certainty is a scarcity, especially in today’s world. As marketers and people, if we can provide just a bit of level-headed thinking and stability, we will find that we will have a community following and cheering us on when the skies clear. And clear they will.
DCW ran a robust a digital media plan to help establish the portfolio of ShurTech Brands: Duck® Brand Products, FrogTape® brand painter’s tape, T-Rex® Tape, and Painter’s Mate Green®.
Project Overview: To leverage DCW Media’s extensive ad buying power and strategically implement targeted media campaigns for various museum events and art shows starting in 2014; with the overarching goal of increasing awareness for the museum and driving ticket sales. Our Approach: DCW Media implemented on-going integrated media campaigns using both offline and online channels in the Northeast U.S. to D.C. tourists with an interest in visiting museums. The comprehensive advertising strategy included: Outdoor Bus Shelters Select Newspapers & Magazines Search Engine Marketing Programmatic Display Mobile Advertising Facebook Advertising Twitter Advertising Results: 20% Average Decrease in eCPA / 13% Average CTR on Display
