Report: Radio Is Effective For Healthcare Advertising
August 13, 2014
Untitled Document

When it comes to which type of advertising influences healthcare choices, radio was ranked as the most effective medium – especially among 25-44 year olds – according to findings from RAB's F.C.T. Report. In addition, when it comes to medical care decisions, it is insurance that outranks all other choices – including medical referrals

"With changes in medical and insurance coverage top of mind with consumers, this reports confirms radio’s ability as a powerful medium to influence their selection of where and who will provide them with medical services," stated Erica Farber, RAB President and CEO. "Marketers in this category who are trying to reach the 25-44 year olds should look to radio to communicate to this target group."

Findings show that respondents are happy with their current healthcare coverage. And while a large portion of the respondents are aware of the Affordable Care Act, there are still many that do not understand the Act. The F.C.T. Report survey was conducted from May 1 to May 22, 2014, and queried over 9,000 respondents aged 18+ about their preferences in handling their healthcare needs.

Of those surveyed:
* 77% of respondents state that a radio personality’s testimonial for healthcare products makes them trust the product the same or more.
* Reputation and positive experiences are the top two reasons that local hospitals are top of mind.
* The majority of respondents are currently seeking services by a dentist or orthodontist.

"Once again, with the cooperation of RAB member stations nationwide, we’ve captured lucrative insights on a key sale category," stated Ruth Presslaff, President, Presslaff Interactive Revenue. "In this instance, we’ve uncovered important healthcare needs and preferences that should play an important part in making radio a strong and healthy choice for a myriad of healthcare advertisers."

Breaking News
Beasley Media Group Names Justin Chase EVP/Programming
Beasley Media Group Appoints Buzz Knight To VP/Programming
Pandora Reports Q3 2016 Financial Results
BIA/Kelsey Forecasts Overall U.S. Local Advertising Revenues
Nielsen Reports 3rd Quarter Results
October 25, 2016
John Garabedian Leaving Open House Party
The 4th Annual CBS RADIO “We Can Survive” Concert
Brooke & Jubal Joins WSHE/Chicago For Mornings
KWEE/Portland Adds Tino Cochino To Nights
October 24, 2016
CBS Radio Names Brian McHale SVP/Information Technology
Nielsen Announces Launch of National Television Out-Of-Home Measurement Service
The Atlantic Records New York Team Celebrates Charli XCX
October 20, 2016
CBS Radio Signs Michael Martin To Multi-Year Contract Renewal
SportsRadio 94WIP/Philly Adds Joe Decamra & Jon Ritchie To Middays
October 19, 2016
Frankie C Extends Agreement With KZHT/Salt Lake City
Voncile Anderson Named Beasley Director/NTR Sales In Tampa Bay
In Brief - October 19, 2016
October 18, 2016
Rob Stringer Promoted To CEO Of Sony Music Entertainment
iHeartMedia St. Louis Announces The Debut Of The New Alt 104.9
Entercom Agrees To Acquire Four Radio Stations In Charlotte From Beasley Broadcast Group
Ebro Returns To Portland
Townsquare Media Names John Roberts OM For Tyler-Longview, Texas
Jacobs Media & PRPD’s 8th Annual Public Radio Tech Survey Released
In Brief - October 18, 2016
October 17, 2016
Music News
Billboard Women in Music Event to Honor Shania Twain, Halsey
Quick Hits: Twenty One Pilots, Green Day, Justin Bieber, Tom Petty & The Heartbreakers, Mariah Carey, Neil Young
Prince’s Paisley Park Approved to Open Permanently for Public Tours
Quick Hits: Jason Derulo, Alessia Cara, Hailee Steinfeld, Lady Gaga, Tove Lo
Kings of Leon Earn First #1 Album
Quick Hits: The Chainsmokers, Drake, Prince, Sting, Charlie Puth, The Decemberists, Dead or Alive
Quick Hits: Radiohead, Frank Ocean, A$AP Ferg
"Crash" Into Against Me!
Maroon 5 Closes The Top 40 and Hot AC Radio Panels Upon Impact
Jordan Fisher Will Make His Broadway Debut In Hamilton On November 22
Quick Hits: Kanye West, Eminem, Bruno Mars, Gwen Stefani
Pearl Jam, 2Pac & Depeche Mode Lead 2017 Rock Hall Nominees
Green Day Tops Billboard 200 For Their Third Time
Quick Hits: Liam Payne, Rock & Roll Hall Of Fame, Mother Love Bone
Quick Hits: Kings Of Leon, Elton John, Roger Waters

Jon Zellner
EVP/Programming Operations

          Question Of
           The Week

FMQB Member Login

Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!