Purpose:
Measure the effectiveness of AM/FM radio in driving brand metrics (awareness, familiarity, and positive perception) for an online pharmacy and healthcare brand using pre/post campaign survey methodology among 2K+ adults.
Key Findings:
Among consumers in eight priority markets targeted by the radio campaign, brand awareness as a healthcare provider increased from 25% before the campaign to 38% after the campaign.
Key Takeaways:
- Among consumers targeted by the radio campaign, brand awareness as a healthcare provider increased from 25% before the campaign to 38% after the campaign.
- Familiarity with the brand's pharmacy offerings rose from 21% to 28% post-campaign.
- The perception of the brand as a valuable healthcare service saw a lift, moving from 23% to 28%.
- AM/FM radio listeners displayed higher familiarity with both the healthcare services and the pharmacy brand when compared to the general population.
- The radio ads successfully conveyed specific benefits, as the highest-scoring attributes associated with the brand were "convenience" and "great sales."