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Sunday, August 17, 2014

Radio Shines for Healthcare Category


The RAB has uncovered some useful data that your sellers could be using to increase their chances of closing more healthcare business. A recent Radio Advertising Bureau FCT - Finding Consumer Trends - report found that 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. 77% of respondents state that a radio personality?s testimonial for healthcare products makes them trust the product the same or more.

RAB President and CEO Erica Farber said, "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. Marketers in this category who are trying to reach the 25-44 year olds should look to radio to communicate to this target group."

President of Presslaff Interactive Revenue Ruth Presslaff said, "Once again, with the cooperation of RAB member stations nationwide, we?ve captured lucrative insights on a key sale category. 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."

The RAB's Finding Consumer Trends report was developed in partnership with Presslaff Interactive Revenue. The reports are turn-key online surveys of a station?s audience that provide salable insights and qualified leads on purchase interests in top advertising categories. This service is offered as a benefit of membership. A webinar featuring the national results will be presented by the RAB and Ruth Presslaff, on August 26, at 10 AM Central and 3 PM Central. To register for the Healthcare webinar, click here.

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