Online Healthcare • Brand Lift

Healthcare goes beyond the doctor’s office, it’s about connection, convenience, and trust. One online healthcare brand ran a multimedia advertising campaign to build awareness for its Pharmacy and Healthcare services, with AM/FM radio playing a key role across eight major U.S. markets. Backed by Katz’s pre/post research, the campaign proved that radio isn’t just heard, it’s felt, driving real lifts in brand familiarity and positive perception.

RADIO PROPELS HEALTHCARE BRAND AWARENESS

Utilizing a consumer panel, Katz collected data from 2,000+ adults aged 18 and older, all residing within the targeted radio markets (including Atlanta, Boston, Chicago, Houston, Miami, New York, Phoenix, and San Francisco). Respondents answered detailed questions related to their medical care routines, brand familiarity with the healthcare brand’s offerings, and their AM/FM radio listening habits. This approach allowed Katz to clearly measure changes attributable to the radio campaign and identify key consumer segments responsive to the messaging. The results were clear: radio significantly lifted brand familiarity and improved consumer perception in these critical healthcare hubs.

RADIO'S POSITIVE IMPACT ON BRAND AWARENESS AND ENGAGEMENT

The campaign drove a notable lift in consumer awareness for our client’s healthcare brands. Overall awareness of the healthcare services rose by 11 points, with the Pharmacy brand seeing a 7-point increase. Radio listeners showed higher familiarity with both the healthcare services and the pharmacy brand compared to the general population. They were also more likely to view the client as a valuable provider (+5 points) and to consider using its Pharmacy services for prescriptions. Among consumers, “convenience” and “great sales” emerged as the highest scoring attributes associated with the online healthcare brand, highlighting the effectiveness of radio’s ability to convey these benefits.

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Katz’s study reinforces that AM/FM radio is a powerful tool for healthcare marketers aiming to boost brand metrics. By strategically targeting key markets and tapping into radio’s wide, attentive audience, the campaign delivered measurable gains in brand visibility and consideration. The results make a compelling case for expanding radio’s role in future healthcare advertising efforts.