Radio Advertising
KEY TIPS TO BUILDING YOUR RADIO PRESENCE:
1. Purchase time on several stations to reach a significant percentage of any demographic group.
2. Repeating your message helps you reach listeners who do not hear every spot. The more times your spot airs, the more likely it is that people will hear it.
NOTE: A single commercial on a Top-5, major-market station can cost several hundred dollars. In smaller markets, the cost might be less than $50 per commercial.
| RADIO TERMS |
|---|
| Day Part | A part of the day which reflects how radio time is priced. Standard day parts are Drive Time (5–10 a.m. to 3–7 p.m.) and day-part mix (10 a.m. - 3 p.m.). |
| Rotator Schedule | Spots can air within a large block of time encompassing more than one day part. If you buy rotators, make sure to get guarantees that your spots will be fairly placed in each day part. |
| Run of Station (ROS) Scheduling | The station schedules your spots entirely at its discretion. The per-spot price will be lower, and this may be an advantage if you know people are listening at all hours. |
Develop a Health Mart-branded radio campaign and receive Matching Funds
- Ensure that it embodies the Health Mart brand voice and positions you, the Health Mart pharmacist, as a warm, caring, compassionate clinical expert dedicated to the health of your community.
- The Health Mart Matching Fund Program applies only to approved local radio campaigns. To be eligible for Matching Fund dollars for your radio campaign, your radio spot must establish you as a locally-owned Health Mart pharmacy, and it must end with our Health Mart tagline.
To receive Matching Funds, these elements must be included in your radio ad:
1. If your store does not have “Health Mart” in its name, for example Joe’s Health Mart Pharmacy, the radio ad must include a statement that describes your store as a locally-owned Health Mart pharmacy.
Examples:
- Health Mart pharmacies are locally-owned pharmacies
or
- [Your Pharmacy Name], a locally-owned Health Mart pharmacy
2. The spot must end with this tagline: “Health Mart. Caring for you and about you.”
Purchase RADIO ADVERTISING Via the MARKETING HUB
The Marketing Hub helps your pharmacy with all aspects of radio advertising including ad production, station research and identification, and a cost-effective media buy based upon your needs. Each radio ad can be customizable with a unique message, ad schedule and strategy.
- To purchase, you will need to work with a Local Marketing Coordinator via the Marketing Hub. A $100 non-refundable deposit will be applied to your total radio advertising costs, which will be applied towards the total cost of your media buy. Additional costs may apply.
- Visit the Marketing Hub and go to the Radio/TV page to learn more and start your next radio campaign.
