Care is chosen
Healthcare advertising choices are driven by the service, appointment availability and the area. We promote what each location can take on and track whether the advertising leads to bookings.
01
Services and availability steer the advertising
Advertising should go to services that are actually available. So planning starts from the services and appointment availability: what each location can take on and over what period. When appointments are scarce, advertising moves to the services or locations that have capacity.
Demand varies by service. Some services are often chosen quickly and close to home, others are considered for longer. This affects whether the weight goes on search and local visibility or on advertising that supports consideration.
02
The area and the location
For local services, the location is part of the choice, so budget and targeting are planned location by location. We check the local audience's media use in NØRR3 Media Insights when choosing local media.
National visibility and local advertising are planned around the same goal so that they support each other.
03
Local and national work
The way of working is agreed with the chain. A location or the chain's local team can run the agreed local advertising itself in NØRR3 Marketing Engine while NØRR3 manages the national campaign. Both can run side by side.
In the Engine, location-specific campaign versions are created from an approved template, and each location can have a local budget. Business Dashboard reports results by location where location-level data is available. Changes in appointment availability are reflected in the advertising in an agreed way.
04
Booking tracking
We connect bookings to advertising using the tracking available and make clear where the link is missing. The tracking shows which services and areas bookings come from and where advertising should move.
If the starting point needs establishing first, we run brand and competitor research.
Sources & further reading
The reference sources and tools this page's work rests on.
Examples of what we do
- Media plans by service and location
- Media planning and buying
- Budget and targeting by location
- Local and national division of work
- Location-specific campaign versions
- Booking tracking
- Brand and competitor research
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