Mastering Radio Advertising: Tips and Tricks

What many physicians don’t realize is radio is still a very powerful media option to advertise their business in today’s healthcare industry. With the flexible benefit to negotiate radio rates to half off or better, radio is definitely something to consider if you haven’t before.

The cost of broadcast air time has always been at a somewhat negotiable rate, but in many areas, they have gone from negotiable to completely affordable. In fact, our professional media buyers have been able to lower radio rates up to 50 percent off the published rate card.

Radio advertisements for your practice can be a very beneficial and effective addition to your physician marketing plan if it’s executed in the right circumstances. If you have dismissed the idea of using radio ads for your office, now may be the time to reconsider.

With over 12,000 radio stations in the US, it’s definitely worth rethinking.

By using the right tools and strategic moves like these below, you will see some significant changes in your patient influx and revenue.

  • Radio works best in smaller market areas. For starters, the cost in second tier markets are far cheaper than the stations in larger markets. Make sure sure the station’s coverage area is closely aligned with the area you provide for. If not, you could be wasting your resources on listeners outside of your target audience.
  • 60-second spots work best, even though you may initially want to use a shorter announcement time. You want to make sure you have enough time to tell your story and get your message across, all while encouraging a call to action.
  • Multiple offices get more bang for their buck due in part that commercial cost is dispersed throughout other office locations.
  • Rates are never set and always negotiable. Radio stations never sell out of broadcast time. Rate cards simply set a base to work with.
  • The basic creative structure to follow looks like: Problem-Solution-Why You Offer-Deadline. Keep the messages simple, direct and to the point.
  • High repetition is key to building awareness of the service or product you’re selling. Radio is known as a transient media that typically requires consistent and repeat impressions to make a difference.
  • One main advantage of radio is the ability to target a specific demographic group to hear your message. Radio stations measure and report listener profiles and ratings for this very reason.
  • Talk radio can be a great resource in that most of their listeners are more likely to be extra engaged and responsive to the messages they hear.
  • Your radio advertisement needs to stand out among the rest. Because there is no other element to command attention other than audio, your creative message needs to be strategically planned and well thought out. Be sure your audio can paint a visual in the listener’s mind.
  • A call-to-action is vital to the success of your radio advertisement. Make sure they have a way to reach out to you. This works best with a phone number, but a website can work too. Keep in mind that a live body on the other end of the phone will significantly increase your chances of booking appointments.
  • Keep your phone number simple and easy to remember if at all possible. Something like 555-4040 works great. Be cautious with using words in place of numbers, they can easily sound spammy. Repeat the phone number at least three times.
  • Tracking is everything. As with every component of your physician marketing plan, the only way you will know if your efforts are working is if you track and measure your successes. Our team of expert media buyers have a detailed process to ensuring you are seeing a ROI as soon as possible.
  • A media buying service will pay off. It takes a skilled media professional who knows exactly how to get the most out of your investment.

If you’re feeling a little overwhelmed on where to begin with physician marketing, we are here to help you. Let us put in the work for you. We are dedicated to results. Call us today.


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