Television remains a cornerstone of healthcare advertising thanks to its unmatched scale and emotional resonance, according to Quinn Borsuk, senior vice president of advanced TV sales and strategy at Swoop. Speaking with Beet.TV editorial director Lisa Granatstein, Borsuk outlined how traditional TV combined with data-driven strategies is helping advertisers connect awareness to real-world patient outcomes.
“I think what makes TV such a powerful catalyst in terms of driving engagement across other channels is really twofold,” Borsuk said. “It’s the broad reach and awareness that TV has been so effective and efficient at driving.”
Halo effect in lower funnel
Television also offers the emotional connection through storytelling and premium content, she said.
“The combination of those things really creates that halo effect to help marketers drive additional outcomes beyond just that top of the funnel,” Borsuk said, referring to the purchase funnel model of how consumers decide what to buy.
When asked how advertisers can integrate TV more effectively into omnichannel campaigns, Borsuk emphasized remembering the human side of both patients and providers.
“Not losing sight of the fact that both patients and providers are still human. They’re multi dimensional with a lot of different passion points and hobbies,” she said.
She recalled a personal anecdote: “Great example is I actually learned what a Labubu was from my doctor inquiring about a little plush toy in her pocket. So I think you never know, you might be able to find that provider watching unboxing videos on YouTube.”
From awareness to action
Borsuk pointed to the role of data in translating TV awareness into tangible patient action.
“Data is really, with all of the advancements, things like even predictive segments and audience targeting, we’re able to help advertisers be more effective in connecting the dots,” she said. “We can now connect ad exposures to those real world outcomes. And things like predictive segments are helping them be more effective at doing that by really helping to anticipate what patients are going to do before they’re going to do it.”
Looking ahead, Borsuk said advertisers should focus on user experience amid an increasingly fragmented media landscape.
“There’s significant opportunity for strategic partnerships so that could lend itself for an advertiser to actually hop on board, partner with some folks, really help solve some of those challenges that continue to persist,” she said.
You’re watching “Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing”, a Beet.TV Leadership Series, presented by Swoop. For more videos from this series, please visit this page.
