RAB Research Archive

Radio Works for Healthcare — now available on demand!



On Wednesday, RAB hosted Radio Works for Healthcare, a presentation focused on helping sellers gain a better understanding of what has become one of radio's most important ad categories. Rick Kestenbaum, general manager, AnalyticOwl, Bruno Tabbi, president, Ignition Toll-Free and Brad Zapenas, account manager, Beasley Media Group, were our guests for this presentation. This presentation is now available on demand. Here are some of the key takeaways from this informative webinar:

Online searches are the most common response path to healthcare businesses. From September 1, 2021, to August 31, 2022, 78% of website visits occurring after commercials aired came from Google, Bing, Yahoo, etc. During that same time, 20% of website visits came from users who entered a specific website address.

Midweek ads drove spikes in response for healthcare businesses. Ads during the weekend were good for planting the seed, but Tuesday, Wednesday and Thursday had the highest Visits per Airing (VPA). The Afternoon (3 p.m. - 7 p.m.) and Midday (10 a.m. - 3 p.m.) dayparts were the highest in regard to VPA.

Source: RAB



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