Due to its format and reach, radio has made a severe impact on individuals’ lives since the advent of broadcasting. It remains the most popular mode of mass communication with the ability to draw in huge crowds and entertain them. As a physician, what you may not realize is that radio is a great way to advertise yourself and your services in today’s healthcare industry. While acknowledging that radio has great entertainment value, it is also a powerful way to educate individuals, as well as unite and assemble them towards common goals. Doctors today should consider the uniqueness and the benefits that a radio show can have on their listeners.
Anywhere, anytime medium
There can never be radio without people – it is an intimate form of advertising and communicating. Given radio’s portability, you have the ample opportunity to reach individuals on the go. In fact, close to 90% of the population listens to the radio. Many individuals listen tune into radio stations when they are driving, jogging or even cooking at home. These listeners develop strong relationships with their favorite stations, identifying with the conversation and bonding with on-air personalities.
Nowadays, technology has become the heartbeat of life. Without a doubt, radio is more cost-effective than television, print advertising, and even direct mail. By using the right tools and strategic moves, you will see significant changes in your audience of listeners and those who walk through your door. Research studies show that radio content influences individuals, because they feel they are hearing it from a “friend” and referrals, are always the best type of sale opportunity.
Sound is stored in the memory much more effectively than the written word. It triggers emotion and encourages listeners’ imaginations to produce their own desirable image of a person, product, or service. A radio show can offer this sort of “added value”, revealing a more humanizing outlook. After all, radio is the theater of the mind.
Each radio station is operated with specific audience demographics in mind and they measure and report listener profiles and ratings. For this very reason, radio stations allow messages to be tailored and localized to each audience. No matter if you choose to talk about certain medical conditions, do’s and don’ts in medicine or even treatment philosophies; by keeping the conversations direct and to the point, you can paint a visual in the listener’s mind. You may be surprised as to how many individuals your message will reach – in terms of gender, age or whatever your target demographic may be.
Heartbeat of the community
Radio is live and local so it reflects the community. Individuals tend to listen to the radio to find out what is happening in their community such as special events, weather reports, sports entertainment and more. As a physician, you can use this to your advantage to get your message across to a wider audience, all the while encouraging a call to action. This works best by providing your listeners with a phone number or website they can visit. Keep in mind that human interaction on the air will significantly increase your chances of booking appointments.
Radio stations can offer a variety of promotional activities, supporting your area of expertise. The station you choose can become a partner in your success, allowing you to give away certain promotional items with your name and logo or even hold live broadcasts from your place of business. If done well, radio can offer target customer involvement at a high level.
High repetition is the key to building awareness, whether you are promoting a product or service. Radio is known as a transient media that typically requires consistent and repeat impressions in order to make a difference. Once you have set your priorities and strategies in order, it’s time to utilize technology to wow patients with better care and better experiences.
Most often, physicians such as yourselves will be told that being active on social media nowadays is a must. This is true in that sharing your point of view and unique expertise in a publicly consumable format (such as the radio) obviously reaches more individuals than you can impact one at a time in your daily work. Radio shows can be a great resource for you to educate patients outside the office. Moreover, you can help listeners feel extra engaged and responsive to the messages they hear.
It’s a new era and almost anyone can make a greater difference in the world by using social media to teach, share and connect with others. If you have dedicated your professional life to the medical field, then you probably have at least one health-related message you are passionate about. A radio show can help you amplify that message, increase mind awareness and promote your cause. It’s targeted, influential, and immediate. Most important, it’s an everywhere medium that offers a personal endorsement that will surely build your reputation and credibility.