Top Healthcare and Pharmacy Advertisers Turn to Radio/Cable TV

RADIO ONLINE | Monday, October 18, 2021

New analysis by Media Monitors finds St. Jude Children's Hospital and CVS were the top healthcare and pharmacy retailer advertisers in September. Both organizations increased the number of spots aired across radio, broadcast television and cable television for the month, as compared to August.

Ranking number one among all advertisers, St. Jude Children's Hospital aired 85,799 spots in September up from 73,302 instances in August, according to Media Monitors advertising data covering the period between August 1, 2021, and September 30.

CVS, the number two advertiser in the category overall, was the top advertiser on radio, airing 64 percent of its total instances on audio. . The company increased the number of spots it aired across all three media channels in September - 53,520 - up from 48,705 in August. The pharmacy retailer aired 34,313 spots in radio - a 33 percent increase over August, while at the same time reducing its instances in local cable and broadcast television.

Last month, CVS reported in its second-quarter earnings that customers are starting to resume more normal shopping patterns and use of health care benefits is returning to more typical or pre-pandemic patterns.

"Broader healthcare trends remain persistent, even as the pandemic continues. To achieve operational goals, both pharmacy and healthcare organizations know advertising is still the most effective way to reach their target audience," said Media Monitors President and CEO Philippe Generali. "In September, advertisers largely turned to radio and cable TV to drive results."

With 56% of the U.S. population vaccinated against COVID-19, and flu season approaching, Walgreens - the number three advertiser overall in September - focused its advertising on radio in August and on cable TV in September.

Last year, with COVID restrictions like masking and social distancing still in place, flu cases dropped significantly - from 38 million in the 2019-2020 flu season to 2,038 cases in 2020-2021, reports USA Today. Now, however, with students back in school, more people venturing out and venues for concerts, movies and other events opening up, Walgreens is promoting both COVID vaccines and flu shots. The advertiser kicked off a campaign, "Before You Go, Start Here," to encourage the vaccine hesitant to get vaccinated. Though most of its instances spots in August were focused on radio, the new campaign will include broadcast TV. By contrast, CVS aired the majority of its spots on radio for both months.