Win the Battle for Share of Voice and Market Share Growth

For hospital advertising, it takes more than creative concepts to produce long-term results. Especially now, as hospitals resume and reshape their 2020 advertising plans in the wake of monumental disruption, strategy remains a crucial part of the equation. As studies have shown, share of voice feeds market share, and market share feeds profitability.

Moving the needle in the right direction requires a smart, strategic approach to hospital advertising — and to be strategic, you need data that go beyond dollars and cents. For instance, you may know what your competitors are spending on total ad buys, but do you know what, specifically, those ads are communicating? What spaces are they claiming in your market, and which top drivers are they successfully tapping into? The answers to those questions and more illuminate your opportunities for elevated positioning……