Survey Results Show Endemic Advertising to be More Effective than Non-Endemic Advertising
[Thorofare, NJ] September 2023 – Healio Strategic Solutions (HSS) conducted a brief survey with 156 healthcare professionals (HCPs) to explore the effectiveness of HCP-facing advertisements when placed in endemic vs. non-endemic environments. The survey data revealed a consistent pattern of HCP preference for endemic advertisements across all five variables of interest: perceived trustworthiness, click-through behavior, environment preference, perceived credibility, and targeting sentiments.
Endemic advertisements appear in places that are naturally relevant to the market(s) they target, for example, a user seeing an advertisement for a new pharmaceutical drug while browsing Healio.com. Contrarily, non-endemic advertisements appear in places that may not be naturally relevant to the market(s) they target. “The ultimate goal for any marketer is increased brand engagement that leads to a purchasing decision. With more targeting methods in use than ever before, brands must carefully consider the placement of their advertisements when developing their business strategy. The data uncovered through this survey will help brands hone in on their target audience(s) and pursue impactful marketing tactics,” shared Christine Martynick, SVP of Advertising Solutions & Agency Partnerships, Healio Strategic Solutions.
The purpose of the survey was to gather an initial pulse among HCPs and their sentiments around advertising experiences. Additional research will be conducted to further explore this topic. To view the full results, download our “HCPs Preferences on Endemic vs. Non-Endemic Ads” white paper.
To learn more about our innovative Advertising Solutions, contact Christine Martynick at [email protected].
About Healio Strategic Solutions
Healio Strategic Solutions (HSS) helps life sciences marketers reach healthcare professionals (HCPs) through our one-to-one relationship with the 3M+ HCPs on Healio’s platform. From educational activities to creative advertisements and advanced performance data, our clients’ content reaches broad and targeted audiences on the channels they use the most. For more information, visit HealioStrategicSolutions.com.
Healio is a multichannel information platform, providing health care specialists with tailored news, information and education in support of their daily practice of medicine. Healio’s core News, CME and Clinical Guidance channels deliver practical information and education across 21+ specialties. For more information, visit Healio.com.