Native Ads-The Next Chapter of Healthcare Advertisement

healthcare advertisement- Native Ads
 I think you will agree with us when we say:
 
 Display ads are not bringing you ANY fruitful conversions.
 
That’s not all,

With 8 in 10 people using powerful ad blockers on their browsers, your ads can’t reach the right audiences.

So, how is it that you can bring your brand in front of audiences without seeming too intrusive?

The answer is simple: NATIVE ADVERTISING.

 
Let us understand native advertising using a simple analogy:

Consider a salesman who shows up at your street every day, flashing an annoying smile and standing right in the middle of your driveway. You cannot help but ignore him and go about your work.

Now, picture another salesman, who meets you at the local bar, has a drink with you, familiarises with you, and later moves into the neighbourhood. He then casually mentions that he sells beer mugs.

Who would you rather buy from?

Remember, native advertising isn’t disturbing and disruptive. Sure it is paid content but again also the kind that the audience is expecting.

Introduction to native advertising:

Native advertising is a 3rd party advertising technique that delivers your content on other websites. The goal is to bring back traffic to your page. It is similar to newspaper advertorials.

What is Native advertising? (Examples and Definition)

Native ads mimic the structure of its surrounding articles. They match the form, appearance, functionality and quality of the content of the media on which it appears.

It’s editorial style, and tone aligns with the publication, providing readers with the kind of information they are expecting.

These ads blend in with the organic content, often just differentiated by the words- promoted, sponsored, or featured.

Why choose native advertising?

You might be wondering, the heck, I spend my $ on display ads anyway, why bother with native ads?

It turns out; Native advertisements can considerably increase engagement with your site’s advertising. They can also generate income for the host page. Not just that, they get INSANE click-through rates, when compared to typical advertisements.

Advertisers and brands love native advertising, for the engagements and CTR it generates. Consumers, on the other hand, find them to be more trustworthy than display ads.

 

As a brand, you can use Native advertisements to:
  • Position the brand image in your consumer’s mind.
  • Drive consumers to take a particular course of action.

But in a world, where consumers are bombarded continuously with unnecessary ads, how will your brand cut through the noise and be heard?

Well, the key is to seamlessly blend in with the editorial content. In doing so, you as a brand can get your marketing message across, without being ignored.

Most ad content is viewed sceptically by customers for its fact less and inaccurate information. But, Native ads come with well-researched information, thus generating more trust in the audience.

Native ads are seen, read and listened to, more than display ads.

What’s more? Due to their content identical nature, they are also overlooked and ignored by most ad blocking software!

Higher reach + Trust factor= Win-Win.

Critical differences between display advertising and native advertising

There has been an ongoing debate about the reliability of native ads vs that of display ads.

The truth is:

A healthy mix of both will yield to overall revenue growth.

But why are marketers, terming Native ads ‘THE PERFECT SOLUTION.”

Simply because of the following statistics:

  • Display ads are viewed less. 53% of visitors have looked native ads, more than display ads.
  • Ad remembrance value ranges from 25-30% in case of native ads, whereas for display ads it is only 10-20%
  • 32% of the viewers said that they would share the ad with a friend or family member. The percentage for sharing a display ad was relatively lower- standing at just 19%.
 

What are the different types of native advertising and how to use them?

Are you a brand that wants to reach audiences without disturbing/intervening their scrolling?Then these six native advertising ad formats are your best bet:

In-Feed Units:
These ads mimic the publication’s natural environment, yet are promoted as sponsored content. The word ‘sponsored content’ is clearly labelled above the piece of content.

Promoted Listings
These do not have any editorial content (no blog/resources) in them. They contain hyperlinks to shopping pages of a particular product/ service. The design of the ad also match the content editorial style of the host page. E-commerce sites mostly use them.

Paid Search Ads:
They are similar to promoted listings. Paid search ads are the top sponsored recommendations based on the searcher’s location and preferences.

Recommendation Widgets:
On several websites, you may come across, pieces such as ‘Recommended for you’ or ‘you may also like’ etc. These are Recommendation widgets.

They are paid content discovery links. These links are distributed by content amplification networks like Outbrain and Taboola. They have your content recommended on sites having a like-minded or similar audience.

Such widgets are ideal for brands hoping to increase their reach/ audience and generate more leads.

In-Ad with Native Element Units:
These ads may look like other ads, but they are relevant to the publisher contextually. For example, a pet foods brand can promote its products on sites that publish user-generated content on home and furnishings.
Solutions

Why your healthcare brand should choose Native advertising?
To start with:

What are hospitals and healthcare brands collectively doing wrong when it comes to online advertising?

  • Is it less informative and more intrusive forms of advertisement?
  • Is it, investing too much into paid Google display ads and not into content marketing efforts?
  • Is it, the irrelevant and unnecessary push of products/ services in a happy place like social media sites?

Turns out, it’s all of the above.
The audience for healthcare and hospitals is not readily accepting its products and services. They need to be informed and persuaded.

“70 per cent of people want to learn about products through content rather than traditional advertising.”

A new mom doesn’t care how good and shiny the breast pump is, all she needs to know how to use it.

Healthcare brands need to shift to a more contextual form of advertising, which attracts audiences.

In the healthcare industry, human emotions and storytelling are crucial.

An educational blog is the first step to build a connection with the audiences.

So,

Find out the most readable and sharable content topics, in your locality. Develop structured, informative articles that can be promoted on various health discussion forums.

When people click the link, they will be brought to your site.

Voila, tons of traffic, coming your way.

How to create a native advertising campaign for your healthcare brand?

The game-changer with native advertising for healthcare brands is the correct usage of CTA buttons.

Call to actions such as ‘Buy now’, ‘visit our website’, etc. do not work well with healthcare brands. To let them have a peek at your services, and decide later- use the terms- Know more, learn more, read more, etc.

Introduce your native ads on websites that match or relate to your content.

A yoga studio’s blog can be perfect for you to sell nutritional supplements. A motherhood and parenting blog can sell nebulizers and respirators for toddlers.

It is essential to study the forums carefully, in which you will be advertising.

Not to sound like a broken record but,

Your content should be extremely educational, informative and created with the target audience in mind.

Your content should be extremely educational, informative and created with the target audience in mind.

  • Your content should be extremely educational, informative and created with the target audience in mind.
  • Seminars
  • Case studies
  • Research papers
  • Explanatory videos of your facilities/product and services etc.

Key takeaways:

Native advertising is growing, and here to stay.

If your business decides to adopt Native advertising, then it should take into consideration the below fact:

While native advertising can give quick results in the form of higher CTRs, the role of display ads cannot and should not be given away wholly.

We hope this understanding can help you make your business case a native advertising campaign.

Expand your knowledge around native advertising, content marketing, etc. by staying abreast of the Wolftain Blog.

Let us know your thoughts about native advertising in the comments below.

Copywriter at

A seasoned copywriter, content specialist and blogger, Shaista brings more than just writing expertise to the table. Having worked for industries such as Food, Fashion, jewellery, media and advertising, she is an all-rounder when it comes to writing and presenting articles, E-books, blogs and whitepapers and more.
When she’s not writing (or procrastinating about writing) she enjoys practicing the art of makeup and aims to be a professional MUA.

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