Using Connected TV to Distribute Health Information to Your Service Area:

Elevate your population’s health consciousness Bring in a steady flow of new patients to your providers Ultimately lead to more lives saved.

What is Connected TV?

A connected TV is a TV set linked to the internet and is used to stream video content. Other users define connected TV as digital content accessed through apps and streamed over mobile, smart TVs, or OTT devices using an internet connection. 

Connected TV is a subset of Over The Top (OTT), encompassing every content you stream, and doesn’t require a pay-TV or traditional cable service subscription. Generally, connected TV offers a more impactful solution for internet advertising because it takes you where the audience really is. 

Connected tv offers high ROI as a patient outreach tool, particularly considering that about 85% of people aged between 30-44 and 62% of the 55+ group stream their content. As we shall see, connected tv has campaign impact because it is affordable, accessible, and engages the cord-cutters. 

Are FQHC’s allowed to use connected tv advertising channels to outreach to their service area?   

Yes! As long as we are outreaching to your community within the scope of the allowable use of funds from your current funding (typically spreading health information and increasing access to care type messaging), we are able to utilize this highly effective advertising channel to outreach to your services area. This allows FQHCs all over the country to more effectively connect with new patients and ensure a higher level of health equity is achieved in their community.  

Industry Performance 

According to Insider Intelligence, Connected TV investments in the US grew by 40.6% year by year in 2020, surpassing $9 billion. Connected TV (CTV) advertising is one of the fastest-growing outreach and marketing channels used in several patient outreach and marketing campaigns. 

Based on the above stat alone, it is evident that marketers can benefit from connected TV advertising. The benefits of connected TV advertising are notably crucial for healthcare marketers. 

Connected TV offers healthcare marketers and institutions data-driven, programmatic targeting, and optimization abilities within high-quality video content. Below is an expert-connected TV guide and how a healthcare marketing expert can help your healthcare clinic enjoy the benefits of connected TV. 

Benefits of Connected TV for the Healthcare Industry

Previously, traditional TV commercials were strictly available to major brands. The price for these ads was way out of reach for many businesses. Connected TV advertising comes as a reprieve for many because it provides a relatively affordable approach to target a specific demographic/ group of people. Below are some benefits that healthcare marketers can enjoy from connected TV. 

1. Reach Your Target Audience at Their Convenience 

Practical and effective digital outreach and marketing channels meet your target audience where they are. Did you know that 80% of American households have at least one connected TV, including a streaming box, video game system, and smart TV? This is sufficient proof that with connected TV, you can go directly to where your target audience is. Connected devices help you spread your marketing campaign to reach a bigger population. 

2. Connected TV Follows a Familiar Structure 

Adverts through connected TV resemble traditional TV. Your ads will play at certain breakpoints during the show, much like traditional programming. As such, viewers are less likely to get irritated by CTV ads. CTV adheres to the established programming structure, giving a competitive advantage over other outreach and marketing campaign avenues. 

3. Little to No Chance for Your Target Viewers to Avoid Your Content 

Connected TV offers healthcare marketers guaranteed viewership. Traditional TV allows viewers to skip through commercials, beating the purpose of marketing. Fortunately for marketers, connected TV ads are hard to skip once a viewer opts to watch the intended content. 

Connected TV ads are significantly shorter than traditional ad breaks. Through such guaranteed viewership, healthcare marketers can pass across their message effectively. 

4. You Can Measure Success with Real-Time Reporting 

Marketers using traditional TV commercials only get performance reports after the marketing campaign has run for the scheduled time. Conversely, connected TV advertising is typically hosted by a digital platform. This means you can keep track of performance results virtually and at your convenience. Also, you can make adjustments at your discretion, just like you would with PPC marketing. 

5. Pharma Innovation 

Pharma penetration is unpleasantly low, but drugmakers can still get 10%-50% higher ROI for using connected tv over conventional cable advertising for patient outreach. This is a reality most drugmakers are alive to, considering they spent over $14.4 billion on connected tv advertising in 2021—nearly a 60% in budgets from 2020. Given that connected TV ads are 53% cheaper than cable advertising, it is safe to say that the 50% improvement in audience quality and 82% higher impression are a decent ROI for most drugmakers. 

6. Help your client’s audiences engage with crucial health information 

Connected TV has the ability to disseminate focused messages both actively and passively repeatedly and incidentally but also with low overhead costs. 

For health information distribution, patient engagement, and healthcare marketing, connected tv fulfills the crucial role of patient outreach. However, these capabilities can be extended to help with civic education on crucial health matters. Connected TV can be a source of important health information for visiting patients, and companies can adopt them because they have very few targeting risks. This can be an explicit or implicit pathway to influence public behavior, to alter and increase the chances of achieving new behavior. 

7. There is Something for all populations 

Previously, the market was dominated by a single connected TV service. However, besides the already established players, such as Amazon Prime and Hulu, networks are constantly entering the market with independent streaming applications, meaning that any population in almost any service area is able to capitalize on this channel. 

Surging, ad-supported connected TV platforms are providing more opportunities for niche and short-form content appealing to a wide range of audiences. With these varieties, marketers have access to a more targeted approach. They can tap into the ideal content to reach a specific target audience, depending on customers’ interests. 

How Does Connected TV Differ from Linear TV? 

What is linear TV, and how does it differ from connected TV? 

What is Linear TV? 

Linear TV, at the basic definition, is the traditional form of TV consumption. It refers to TV broadcasts that viewers watch at particular times on particular channels. 

Also known as traditional TV, linear TV specializes in scheduled programming and advertising shown at specific times on specific channels in a set country/region. Previously aired and digitally recorded shows (DVR) intended to be watched later also fall under the linear TV category. 

Linear TV Vs Connected TV 

The primary difference between connected TV and linear TV is that connected TV includes ads that show after or before the content streaming on connected devices. On the other hand, with linear TV, the ads are played during the commercial breaks of conventional TV programming. 

Furthermore, connected TV allows marketers to reach and appeal to a highly targeted, potentially niche audience. It also allows access to detailed metrics and reporting during and after your marketing campaign. However, unlike connected TV, linear TV delivers advertisements to a large non-targeted audience. 

Linear TV marketers cannot often funnel their target audience down to their niche. They can base their demographics purely on the ratings and time of day they want to run ads on a particular channel. Fortunately, marketers can broaden their reach by broadcasting their ads on multiple channels. Unfortunately, this won’t be as effective, especially since viewers can avoid the ads, unlike connected TV. 

Can You Use Connected TV and Linear TV Simultaneously? 

You can combine connected and linear TV to maximize your marketing campaign efforts. Here are a few strategies to combine the power of connected TV and linear TV. 

  • Repurpose linear TV advertisements for your connected TV campaign
  • Relocate your budget to widen your campaign reach 
  • Bridge the gaps between channels via retargeting. 

Get Started with Connected TV Today 

Are you searching for a reliable healthcare industry marketing partner to help meet your marketing goals? At Target Continuum, we can help you understand and implement connected TV as part of your marketing campaign. 

Our highly targeted, top-quality marketing strategies help you get more patient leads to purchase your services. Contact us to schedule a consultation about your connected TV marketing campaign needs. 


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