From dental to vision to supplements, healthcare and wellness companies have a long history of using native advertisements to raise awareness and drive sales. Everyone has health concerns that they’re looking to address, and people tend to naturally gravitate toward content that promises an easy, affordable solution. While this is just as true today as it was years ago, there is one key difference in 2021: the COVID-19 pandemic.
COVID-19 has had a profound impact on our lives. Not only are more people stuck at home browsing the web, but they’re also more health-conscious than ever before. With telehealth on the rise and in-person visits to the doctor’s office waning in popularity, many consumers find themselves living with health conditions that they otherwise would have treated. To add to the mix, COVID-19 is causing more people to experience social isolation and mental distress than any other time in recent history.
For native advertisers, increased amounts of time spent online provides more opportunity to reach potential customers. Further, 70% of people surveyed by the Content Marketing Institute noted that they prefer to learn about a new product or service by reading content instead of by viewing traditional advertisements – signaling that native ads are the perfect vehicle to reach these customers.
Because healthcare products are a unique vertical, there are some important things to keep in mind before you start running ads. Here are some key considerations to think about when putting together your next campaign:
We hope that you found these guidelines helpful as you plan out your next campaign. For more advice on native ad strategy, remember to check back in on the MediaGo blog.