This idea is archived

Newspapers can make the case for healthcare brands

Provided by Newsworks
National newspapers - both print and online - are an important resource in healthcare decision-making for millions of women

Tell us about the Opportunity / What is it?

New quanititative research on the category and newspapers, and new qualitiative research on online national newspapers, shows that national newspapers are a valued resource by women making healthcare decisions for themselves and their families. Analysis by the NMA of TNS Worldpanel sales data shows that regular national newspaper readers spent 6% more on healthcare products in 2009 than an equivalent number of heavy TV viewers. For healthcare brand advertisers, the national newspapers are an opportunity not to be missed.

What is the Marketing Objective?

To demonstrate that national newspapers, with their strong emotional bond with readers, who trust them as a source of advice and information on health, are a compelling proposition for healthcare brands. To demonstrate the importance of newspaper readers in general, and of readers of "quality", mid-market and "popular" titles, for specific healthcare categories and brands. To provide insight into consumer response to a range of healthcare ads.

How does it work?

The national newspapers have been alert to the rising public interest in health issues, and have responded by investing heavily in health editorial. Newspapers offer advertisers the opportunity to get right next to this sought after and highly-valued editorial. It all adds up to a compelling context for healthcare brands.

Who's used it in the past?

Please contact the NMA for examples of healthcare brands who have advertised in the national press in the past.

Features / Benefits

When it comes to health advice and information, millions of consumers know that they can rely on their newspaper - both in its print and online formats. It's such a strong environment for brands that readers see an ad in their newspaper as a signal that the manufacturer is really confident that it works. Reading a newspaper involves a high level of active engagement, so readers are already paying attention when they encounter an ad. The degree to which they bother to read the ad reflects the inherent interest of the execution itself.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kWomen 20-64
25 - 34
35 - 44
45 - 54
55 - 64
Main Shopper
Kids HH
LocationTimingsMarketing ObjectiveOpportunity Type
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