The News Chair
  1. Advertising Healthcare in the Digital Age

    March 7, 2018 by Sam Watermeier

    What is the first thing you do when you’re feeling under the weather? You probably hop on the internet to research your symptoms, right?

    These days, people do their homework before scheduling any kind of medical appointment. When they have a medical issue, they tend to start combating it online. In fact, one in every 20 searches on Google is healthcare-related, and those who are in-market for services tend to gather information on Google before taking any action.

    Cyberspace is the place to be when it comes to connecting with potential patients. Although you can certainly catch consumers’ eyes with billboards on the highway and ads in the local newspaper, you have an even better chance of grabbing their attention online.

    When we steer new healthcare clients toward digital advertising, they often worry about their companies getting lost in the clutter of online information. Are you hesitant to make the leap into the digital world? Let’s dive in together and look at the benefits of digital advertising. 

    The Measurability of Digital Advertising

    Traditional marketing methods, such as billboards or television commercials, don’t always produce tangible results.

    With digital advertising, you can access analytics that show you how ads are performing and what kind of progress you’re making. You can see …

    • The demographics you’re reaching
    • What time of day the ads are reaching the most people
    • How many users are clicking on the ads
    • The amount of conversions — the number of users taking actions to become patients (filling out contact forms, calling the medical office, scheduling appointments, etc.)
    • The cost per conversion 

    Here’s a sample of a report from our digital advertising strategist Christy Stewart that shows the positive results of the Facebook display ads and Google search ads we created for one of our healthcare clients.

    As you can see, this report shows a significant increase in conversions and website traffic coming directly from our digital advertising efforts.

    The measurability of digital advertising helps our healthcare clients refine their strategies, defend their marketing budgets and determine what is giving them the best return on investment.

    Standing Out in Cyberspace

    One of the main concerns we hear from healthcare companies is the worry that they will fail to stand out online. But with digital advertising, we can …

    • Target specific audiences
    • Zero in on your market by geographic location (a.k.a. “geotargeting”)
    • Reach the top of search listings
    • Turn off the ads that aren’t performing well to save room in the budget for the ads yielding positive results

    “It’s easy to be nimble with digital advertising. You can change your ads with the click of a mouse.” — Christy Stewart, Digital Advertising Strategist

    The bottom line is that when people are scrolling through content on their computers and smart phones, they’re frequently looking for a health organization like yours. All you have to do is put yourself out there for them to find. And after collaborating with several healthcare clients on digital advertising, we can assure you that this is one of the most effective ways to boost your business.

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  2. Super Bowl ads go big

    February 8, 2017 by Christopher Lloyd

    For once, the actual game at the Super Bowl lived up to the hype of the ads.

    In addition to being the culmination of the NFL season, the Super Bowl — excuse me, “Big Game” — more or less represents the zenith of the advertising/marketing year. Huge gobs of money are spent producing the ads, then Fox charged upwards of $5 million to air each spot.

    One new trend this year was advertisers coming out with “teaser” ads in the weeks leading up to the game. That’s right, we now have previews of commercials! But it did genuinely garner attention for some brands.

    Once again, Budweiser had the most-shared ad with their spot, “The Hard Way,” which chronicles the (semi-fictionalized) journey of the beer company’s founder in traveling to America and having all sorts of adventures along the way.

    It was also a commentary on the current immigration debate — something that cropped up in a number of other Super Bowl ads. Most notably with the Airbnb spot, “We Accept,” showing an inclusive message reflecting all sorts of races and creeds.

    As of this writing, the Bud ad had more than 27 million views on YouTube.

    Marketing Land has the full list of top ads and analysis. A sexy Mr. Clean was good enough for #2, and other big names like Tide, Audi, T-Mobile and Coca-Cola also made the top 10.

    My personal favorite is the kooky Avocados from Mexico ad, which actually features avocados for about five seconds of the extended 100-second ad. But it made its intended impact.

    I just want to know: How much did Jon Lovitz get paid to go subliminal?

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  3. Looking Back, Moving Forward

    October 13, 2016 by Tiffany Whisner

    Ever since I started working at Coles Marketing — almost a decade ago (yikes!) — my coworker, Chris Mercier, has been a wonderful mentor and friend.

    dsc_0098And at the end of this month, she’s retiring. I can’t imagine the workplace without her, so I thought a spotlight on her for this blog seemed quite fitting.

    Q&A with Chris Mercier (it rhymes!)

    Q: How did you get started with Coles? Why have you stayed so many years?

    A: I joined the company when it was known as Coles & Morrison. I met Candy Morrison first through a non-profit. Working part-time at the non-profit was my first job going back to work after staying home with my two children. In 1998, Candy introduced me to Barb, and I joined the company.

    d20_1669Q: Describe Coles Marketing in one word.

    A: Family

    Q: How has the PR/marketing/communications industry changed over the years?

    A: When I first joined the company, six of us shared one email account. We sent news releases through the mail (snail mail). Social media wasn’t even on the horizon. Advertising was limited to print or broadcast. Clients have many more opportunities today to tell their stories.

    img_2037Q: What qualities do you think are required of a leader for success?

    A: I think a leadership role requires you to think on your feet. Develop honest relationships. Listen to your client to formulate a strategy to help them accomplish their goals. I enjoy the critical thinking it takes to come up with workable strategies for each challenge.

    Q: What kind of impression or impact do you hope to leave on Coles Marketing and its employees?

    A: I hope people remember that I was a hard worker with a sense of humor.

    Q: Offer a piece of advice for up-and-coming PR and marketing executives.

    A: My advice to future execs is to be a supportive and contributing member to the team. Always stay one step ahead by staying organized. Don’t be afraid to take on more responsibility, and embrace change.

    mercier_5inQ: What’s ahead for you?

    A: My husband and I look forward to spending more time in Scottsdale with our daughter, two grandchildren, Jim’s mom and dad and extended family of close to 50. We will also be closer to our son in Portland and hope to travel the western U.S. in the next few years.

     

    Chris, we will miss you. You can never be replaced, and we will always remember you as a hard worker with a sense of humor … and so much more!

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