Traditional Advertising

Sometimes, the most effective and efficient advertising is traditional media like radio, print, and out-of-home. With modern targeting and platforms, traditional media is highly flexible and testable.

Traditional media can be more effective than performance marketing. Many behavioral healthcare providers are heavily reliant upon SEO tactics. SEO can play a crucial role for providers, driving traffic and enhancing domain authority. However, many providers struggle to make SEO work consistently. Amidst algorithm changes, intense keyword cluster and snippet competition, and AI encroachment, it is no wonder that time-consuming and intensive SEO efforts are not silver-bullet solutions to generating the necessary calls and referrals. Additionally, SEO does not typically work well for building lasting preference and awareness. 

Traditional advertising, such as radio, print, and out-of-home, is particularly effective in reliably generating awareness, trust, and treatment inquiries. New media vehicles, like programmatic audio, make it easier and less expensive to produce, plan, and run traditional ads. Unlike many forms of digital media, traditional ads not only communicate more information about providers, but also convey a sense of trust and authority. Consumers understand that producing and fielding advertising takes more effort and resources than many forms of digital media. These vehicles are better at addressing consumer needs and making a perceived connection. Given adequate volume, traditional ads can establish providers in an “evoked set” of resources that some people recall when treatment is needed. Ads also cast a beneficial “halo” over all other media, websites, and outreach efforts. When people see providers investing in advertising, it signals a commitment to their program and their community.