It is necessary, therefore, to first overcome the obstacles that separate the industry and agencies and to achieve a greater understanding that lays the foundations for a true and creative digital communication towards health professionals and, in short, the interesting thing is to identify digital channels through which the healthcare professional is informed, so that this creative communication is also effective and has a greater impact.

Another year passed, and despite the invasion of social networks, electronic devices, and the internet, radio advertising is firmer than ever.

Considered by many to be one of the top and most productive mediums for small business advertising, radio continues to bring great benefits to companies seeking to maintain or open markets.

However, radio is changing and there are many different radios these such as analog AM/FM, digital, satellite, internet, and many others. So before you venture into buying one, make sure to check the latest radio reviews and comparison on the internet. It should help you make a right and informed decision on the radio that suits your needs the best way possible.

But the truth is that despite the fact that digital communication has been established with relative normality as one more way in which the pharmaceutical industry addresses healthcare professionals, this change from traditional to digital media has occurred very quickly and this it has meant a loss in the creativity of the communications that are addressed to physicians and other health professionals.

What has been done so far is still an adaptation of the communication that was previously done on printed media and now uses digital media to reach the healthcare professional, because they already use these devices, but on the way, It has been forgotten that when it comes to innovating, it is not only enough to change the continent (the support, traditional or digital) but it is also necessary to modify the content, be creative to differentiate yourself from your competitors.

Both the pharmaceutical industry and health communication and advertising agencies both recognize the creative crisis in this area and that it is necessary to breathe more creativity into their work aimed at health professionals, but while the industry asks the agencies to collaborate in reaching To the health professional more brilliantly in online channels, agencies complain that the pharmaceutical industry is not yet fully prepared for digital change because it does not have its own resources (institutional and product websites, for example) adapted to the new reality.

The impact of radio is indisputable, as the figures endorse, and even these days, it has plenty of audiences and media companies should not leave radio advertising out.

To support this claim, there are five surprising facts about radio advertising:

1.- Radio continues to have a large audience

Millions of Mexicans, mainly from the country’s big capitals, tune in to the radio every week. This audience includes all generations: from Baby Boomers and Generation X, to millennials, which means that the reach is very wide.

Therefore, when considering your media planning, the best strategy is to spend a few hours defining your target market, which will make it possible for you to find the most appropriate advertising message to reach your ideal client. If you achieve the above, the result is that your ad will be heard and will have a response.

2.- The great advantage of radio: frequency

The range is said to be good, but the frequency sells. The nature of radio is frequency, and when you look at other media you won’t have any ideal combination of frequency and low cost.

Print media, like magazines, reach your audience on a monthly basis, so they don’t have the frequency to be effective. Printed newspapers have a higher frequency than magazines, although even less than radio. Radio gives the opportunity to reach your audience countless times daily, something that no other medium has.

3.- The radio compromises emotions

When you involve emotions, you hook people. Therefore, when you involve people, they remind you and frequent your business. A study by the influential Gallup firm, designed to assess how many emotional responses to radio ads generate and engage advertisers, compared to television ads, found that:

A strong start makes a difference. The starting point that engages the listener was the key point in successful radio commercials.

Word selection is crucial. Words that carry sensitivity, emotion, and strength have been shown to have a strong impact on clients’ emotional reactions.

The audio effect can be powerful. Audio can generate stronger emotions than visuals, particularly when the ad volume is used appropriately.

The mention of brands and their impact. The best radio ads mention the brand name multiple times, strategically placed to link it with moments of high consumer engagement.

4.- The radio is everywhere

Most people know that they can listen to the radio anywhere. Studies have shown that up to 60% of adults listen to the radio in their cars daily during the week, but they also listen to it at work and at home, and even more when they go shopping.

5.- Checked the return on investment (ROI)

According to a study by Nielsen, for each peso spent on radio advertising, an average profit of 6 pesos is generated, although, for some retailers, each peso they spent on radio advertising generated an average return on investment. 23 pesos.

It is proven to be a great way to advertise with a guaranteed return on investment. It will be many years before these figures change.

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