BANNER ADS DRIVE TRAFFIC TO WEBSITES
Not according to 40 years of HCP media experience
Digital display advertising is a great way to raise Awareness. Advertising messages can be targeted specifically to websites and publisher platforms relevant for your target audiences. They are relatively cheap, so we can generate high levels of relevant impressions, raising brand awareness amongst your specific HCP audience. With 71% of UK GPs and 78% of secondary care doctors finding Medical Journal/Publisher websites useful*, there is a significant HCP audience that are being exposed to your advertising messages on a daily basis
They’re not so great for driving traffic or providing deeper content and information. The average click through rate (CTR) from a digital display ad is 0.3%**. Some formats which are disruptive, expandable or contain video, are more impactful and generate more traffic than others, but overall engagement to external destinations is extremely low. We see that formats containing a compelling call to action will achieve higher levels of engagement. However, these tend to be more content led, providing deeper information to motivate the HCP to engage further. Given the limitations of size, format and regulatory requirements of digital display advertisements, it’s unsurprising that engagement is limited. Add in to this, the research showing only 20% of GPs and 29% of Hospital Doctors feel that Pharma company/product websites are useful*, we have to work that much harder to encourage traffic. This makes it really important for the creative agency and client to work with a specialist HCP media agency who understand how to get the best out of digital display.
By understanding the behaviour of the HCP, we add stepping stones to assist their journey. The HCP may have been exposed to the brand message at multiple points. This may be when referencing information during a patient consultation or whilst accessing news or educational content on one or more print or digital HCP resources. They may not be in a position to enquire further about the ad that they have just seen or may not have any interest at that point if the ad isn’t relevant there and then. The great thing about brand awareness is that it can generate recall, prompting the HCP to find out more later.
So, what happens next and how do we keep the HCP on the pathway to enlightenment and ultimately influence their behaviour?
We’d love to discuss this further, so please get in touch. Media is not just advertising, and Banner Advertising will not drive significant traffic to your websites. With over 40 years as a specialist healthcare media agency, we can help you separate the reality from the myth.
Andrew King
01932 345519
*GPMS & HDMS 2024 Data
**MMS360 ad tracking data
