{"id":9484,"date":"2021-04-23T20:54:50","date_gmt":"2021-04-23T20:54:50","guid":{"rendered":"https:\/\/tegnasandbox.com\/tegna\/advertise\/?p=9484"},"modified":"2023-01-25T13:23:57","modified_gmt":"2023-01-25T20:23:57","slug":"how-health-care-brands-can-reach-new-audiences-with-broadcast-ott-and-tegna-attribution","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/how-health-care-brands-can-reach-new-audiences-with-broadcast-ott-and-tegna-attribution\/","title":{"rendered":"How\u00a0Healthcare Brands Can\u00a0Reach\u00a0New Audiences with\u00a0Broadcast, OTT and TEGNA Attribution"},"content":{"rendered":"<p><span data-contrast=\"auto\">&#8220;<\/span><span data-contrast=\"auto\">According to\u00a0<\/span><a href=\"https:\/\/time.com\/5941599\/basic-health-care-postponed-covid-19\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">recent data from Harris Poll<\/span><\/a><span data-contrast=\"auto\">, the consumers that are\u00a0<\/span><span data-contrast=\"auto\">most likely to be skipping both general and specialist\u00a0<\/span><span data-contrast=\"auto\">care\u00a0<\/span><span data-contrast=\"auto\">are educated with a high household income<\/span><span data-contrast=\"auto\">,&#8221; said Monica Longoria, Senior Insights Strategist at TEGNA. &#8220;These\u00a0<\/span><span data-contrast=\"auto\">desirable patients\u00a0<\/span><span data-contrast=\"auto\">need to hear from providers that the<\/span><span data-contrast=\"auto\">ir practice is safe and be reminded\u00a0<\/span><span data-contrast=\"auto\">of\u00a0<\/span><span data-contrast=\"auto\">the importance of proactive healthcare.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">To <\/span><span data-contrast=\"auto\">effectively communicate to this audience,\u00a0<\/span><span data-contrast=\"auto\">running campaigns with a combination of broadcast, OTT, and digital elements<\/span><span data-contrast=\"auto\">\u00a0with TEGNA<\/span><span data-contrast=\"auto\">\u00a0can achieve these brand goals.\u00a0<\/span><span data-contrast=\"auto\">Data from <a href=\"https:\/\/tegnamarketingsolutions.com\/blog\/cbs-news-8-joins-the-fight-against-climate-change-with-earth-week\/\" rel=\"nofollow noopener\" target=\"_blank\">MRI-Simmons<\/a> helps illustrate\u00a0<\/span><span data-contrast=\"auto\">how<\/span><span data-contrast=\"auto\">:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">74% of healthcare specialist believers are local TV news viewers <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">55% are OTT viewers and are 16% more likely to be influenced by video ads\u00a0\u00a0 <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">\u201cThe duel strategy of local broadcast + OTT will maximize the impact of your advertising campaign,&#8221; Longoria explained. &#8220;Local broadcast strengthens brand perception by aligning with a source of authority that consumers trust. With OTT, you can directly target those in the market for your services no matter where they watch TV.\u201d\u00a0 <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Texas MedClinic: A Success Story<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">This dual strategy worked well in 2020 for one urgent care facility with 15 locations in San Antonio.\u00a0<\/span><span data-contrast=\"auto\">Texas MedClinic<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">wanted to publically recognize the mental health impacts COVID was having on families<\/span><span data-contrast=\"auto\"> and offer expert advice on coping. This urgent care clinic teamed with KENS5 and Sales Marketing Manager Kim Chance to amplify this message<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">&#8220;<\/span><span data-contrast=\"auto\">Texas MedClinic\u00a0<\/span><span data-contrast=\"auto\">knew that people were struggling during the pandemic, not only just being cooped up in the house, but just trying to make sense of what was happening<\/span><span data-contrast=\"auto\">\u00a0and the mental stress that came with it<\/span><span data-contrast=\"auto\">,\u201d said Chance.\u00a0<\/span><span data-contrast=\"auto\">\u201cE<\/span><span data-contrast=\"auto\">ven though the<\/span><span data-contrast=\"auto\">y only deal with physical health, they wanted to do something that would really help people from a mental health perspective<\/span><span data-contrast=\"auto\">.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">T<\/span><span data-contrast=\"auto\">hat\u2019s where the idea of Living Well\u00a0<\/span><span data-contrast=\"auto\">comes in.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Living Well<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">segm<\/span><span data-contrast=\"auto\">ents<\/span><span data-contrast=\"auto\">\u00a0provide education to inform\u00a0<\/span><span data-contrast=\"auto\">patients and prospective patients<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">with mental wellness tips to help cope with stress and anxiety during the pandemic<\/span><span data-contrast=\"auto\">. The campaign<\/span><span data-contrast=\"auto\">\u00a0was\u00a0<\/span><span data-contrast=\"auto\">instrumental in keeping audiences informed with the latest, trustworthy information<\/span><span data-contrast=\"auto\">\u00a0with vignettes, on broadcast and OTT<\/span><span data-contrast=\"auto\">, and on Facebook<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cDr. David <\/span><span data-contrast=\"auto\">Gude<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">is\u00a0<\/span><span data-contrast=\"auto\">the\u00a0<\/span><span data-contrast=\"auto\">face of the campaign and is<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">a very well-respected<\/span><span data-contrast=\"auto\">\u00a0physician here in San Antonio<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">T<\/span><span data-contrast=\"auto\">he messages\u00a0<\/span><span data-contrast=\"auto\">he<\/span><span data-contrast=\"auto\">\u00a0deliver<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0are coming from a place of authority and\u00a0<\/span><span data-contrast=\"auto\">caring<\/span><span data-contrast=\"auto\">,\u201d said Chance.\u00a0<\/span><span data-contrast=\"auto\">\u201cWhether it&#8217;s making sure you&#8217;re connecting<\/span><span data-contrast=\"auto\">\u00a0with<\/span><span data-contrast=\"auto\">\u00a0your loved ones<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">getting outside<\/span><span data-contrast=\"auto\">\u00a0for\u00a0<\/span><span data-contrast=\"auto\">fresh air and\u00a0<\/span><span data-contrast=\"auto\">sunshine<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">and even humming to relax your mind,\u00a0<\/span><span data-contrast=\"auto\">Texas MedClinic is showing how much they care<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u201d<\/span><\/p>\n<p><span data-contrast=\"auto\">The campaign has seen some pretty amazing results, which were measured by our\u00a0<\/span><span data-contrast=\"none\">TEGNA Attribution<\/span><span data-contrast=\"auto\"> solution. With TEGNA Attribution, Texas MedClinic could see who viewed the Living Well campaign and then visited\u00a0<\/span><span data-contrast=\"auto\">their<\/span><span data-contrast=\"auto\">\u00a0website\u00a0<\/span><span data-contrast=\"auto\">to get<\/span><span data-contrast=\"auto\">\u00a0more information.\u00a0<\/span><\/p>\n<p>Texas MedClinic is an ally in living well and maintaining a healthy life. When times of urgent need arise, Texas MedClinic wants residents to know that they\u2019ll be there for them \u2013 and KENS 5 is helping deliver that message.<\/p>\n<h3><span data-contrast=\"auto\">SOUND GOOD?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">If you\u2019re looking to amplify your healthcare brand to a targeted audience, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">get in touch.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As vaccines roll out across the country,\u00a0research from the CDC\u00a0found that 90% of patients say that as the pandemic eases, they will seek healthcare services they delayed in 2020. What does this mean for your health care brand?\u00a0\u00a0<\/p>\n","protected":false},"author":4,"featured_media":9485,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,87,84,86],"tags":[],"class_list":["post-9484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-broadcast","category-health-care","category-ott","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/9484","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=9484"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/9484\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/9485"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=9484"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=9484"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=9484"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}