For cancer treatment groups, reaching new patients and spreading awareness about available treatments and support services is critical. SiriusXM, with its extensive reach and diverse programming, offers a unique platform for these organizations to connect with potential patients, caregivers, and the broader community. Here’s a guide on how cancer treatment groups can effectively use SiriusXM to expand their outreach and connect with those who might benefit from their services.
1. Understanding SiriusXM’s Reach and Audience
SiriusXM’s satellite radio platform provides nationwide coverage and offers a range of channels that cater to different interests and demographics. With over 30 million subscribers, SiriusXM reaches a broad and engaged audience, including:
- Affluent and Educated Listeners: SiriusXM’s audience often includes individuals with higher disposable incomes and education levels. This demographic can be particularly valuable for messages involving complex medical issues or significant financial stakes.
- Diverse Interests: The platform’s varied channels, including news, sports, talk shows, and music, allow medical firms to target specific listener segments that align with the nature of the message.
- National Reach: SiriusXM’s nationwide coverage ensures that your message can reach potential patients across the country.
2. Advertising nationally the most cost-effectively
Sad to say, but people get sick every day. This means your message never gets stale and always needs to be out there. So sustainability and costs are factors:
- Lowest cost: In your marketing mix, Sirius XM will likely have the lowest cost-per-thousand (CPM). CPM is a metric used to compare tactics, as in how much does it cost to reach 1,000 people. Sirius XM typically has a CPM of $1 to $3.
- Compare the alternatives: Comparatively, Google has a pay-per-click cost anywhere from $8 to $50. And as you know, medical keywords are usually at the top of that range. Let’s say you are paying $50 per click. That means you are paying $50,000 to engage 1000 prospects. Sirius XM will probably be $2 CPM in a $25,000 campaign that will result in 1000 people being engaged for far far less. In fact, if you get 1000 engagements through Sirius XM, your cost per engagement (CPE) will be $25, not $50. But what if you get 3,000 engagements from Sirius because you’ve reached a 15 million audience? Now your cost per 1000 is reduced to $8 or so while Google’s will never decrease and remains at $50. We’d just have to see how many prospects engage with your brand through a web visit or phone call. But it all starts with a low CPM.
- What about Pandora or Spotify? Those are your two online radio options. Well, they will have a $25 to $35+ CPM, which is at least 10X higher than Sirius. Now, Sirius owns Pandora, so perhaps we can get a slight discount by advertising on both Sirius and Pandora. The pricing on these platforms increases the more finely you target. For instance, you can target by around 50 different variables on these platforms. That’s why they are more expensive.
- Perhaps you just need to use a sledge hammer: Sirius XM is one of the last remaining mass media. For $30,000 you can reach 15 million with a frequency of 3X. You just can’t do that anywhere else. Even NPR (National Public Radio) is more expensive. You can goof around with other media, but might a sledgehammer do just fine?
3. Leveraging SiriusXM’s Ad Formats
SiriusXM offers several ad formats that can be effective for medical marketing. Here’s how to utilize these formats:
- Traditional Spots: Use 30 or 60-second radio spots to deliver your key message. Focus on a compelling and straightforward narrative that highlights the core issue and the steps listeners can take to get involved.
- Podcasts: Sirius XM has one of the nation’s largest podcast networks. Who knew, right? Target by topic. Include a sponsorship with the talent of the podcast. Podcasts can have a high conversion rate because of the affinity the loyal listening audience has for the host who either implicitly or explicitly endorses your brand. You can incorporate a podcast buy with your broadcast buy.
4. Targeting the Right Audience
To maximize the effectiveness of your campaign, it’s important to target the right audience:
- Demographic Targeting: Choose SiriusXM channels and time slots that align with the demographics of potential claimants. For instance, if the class action involves a financial issue, targeting channels that cater to business or financial news might be effective.
- Interest-Based Targeting: Select channels or programs that match the interests related to the prospective patient. If the case involves healthcare, consider targeting health-focused or medical talk shows.
- Geographic Targeting: Naturally, a national audience makes sense for medical groups. However, if you want to target specific regions, Sirius XM may also make sense. Yes, there could be marketing waste if you’re just trying to reach people in Florida. However, guarantee you that you’ll spend more on buys in Miami, Tallahassee, Orlando and Tampa combined than you will spend on Sirius. Plus, those Florida people? They have friends and family elsewhere in the country who are listening and referring.
5. Monitoring and Adjusting Your Campaign
Once your campaign is live, it’s crucial to monitor its performance and make adjustments as needed:
- Track Responses: Use tracking tools and analytics to measure the effectiveness of your ads. Monitor metrics such as website visits, phone inquiries, and overall engagement to assess how well your campaign is performing.
- Adjust Based on Performance: Based on the data you collect, make adjustments to your campaign to improve its effectiveness. This could involve changing ad placements, tweaking your message, or exploring different SiriusXM channels.
- Evaluate ROI: Assess the return on investment for your campaign by comparing the costs of advertising on SiriusXM with the number of potential claimants reached and the overall impact of the campaign. For spends of a certain amount, Sirius XM gives the advertiser some excellent tools that help measure ROI.
Conclusion
SiriusXM offers a valuable platform for medical firms looking to promote cancer treatments and alternative treatments for other conditions. By understanding the platform’s reach, crafting a compelling message, leveraging various ad formats, and targeting the right audience, medical firms can effectively utilize SiriusXM to drive awareness and inbound leads. With careful planning and strategic execution, SiriusXM can be a powerful tool in your advertising arsenal, helping you reach a broad and engaged audience year after year.
