Cord Cutting, Skinny Bundles, Netflix, Hulu. TV viewership is up, but it is more fragmented than ever before and that fragmentation is giving our media department an exciting new list of options for distributing healthcare branding content.

 

Recent headlines show that “Cord Cutting” is gaining momentum:

  • Nielsen is reporting that ESPN has lost 3.2 million television subscribers in a little over a year.
  • SNL Kagan reports that pay TV services lost a total of 625,000 subscribers in the past quarter. (Q2, 2015)

 

TV is Now “Video”

Time spent watching video on traditional devices such as an actual television is decreasing, while viewing across digital devices such as phones and tablets is increasing. These mobile devices are leading the way, with game consoles, streaming and bundled Internet options also becoming increasingly popular.

  • U.S. adults will spend an average of 1 hour, 16 minutes each day with video on digital devices—up 15 percent since 2011.

 

The New “Video” Media Buy

In the past, TV campaign buys were designed as a one-off proposition, constructed to tell a story with a beginning, middle and end date. In the new paradigm, “The story never ends” and content can live forever in search and on owned platforms.

  • People across all segments receive their news and watch video from social media platforms. Social media sharing accounts for 30 percent of published content views.

Keeping the above in mind, “video” campaigns can now take advantage of expanding the story through B-roll footage, out-takes, behind the scenes, and “interviews” that can be distributed across multiple social and digital platforms.

 

Lead with Video. Think Mobile.

Mobile and streaming outlets allow healthcare brands the opportunity to engage with more potential consumers using platforms they prefer, which has the potential to create more engagement, awareness and loyalty.

  • Young people are watching less traditional TV and the gap is growing. Nielsen’s most recent study indicates that Americans aged 18–24 spend 17 percent of their viewing time year-over-year watching traditional TV, with the remainder of their “video” viewing time increasingly shifting to streaming content.

 

A Few New Tactics

Digital video is growing, not at the expense of TV, but because video content is being consumed more than ever before. Consumption and demand for quality content is increasing on all devices.

Tactics for standing up and standing out in this new “video” paradigm include:

  • Creating memorable healthcare messages that can be segmented and micro-targeted. This tactic can lower your advertising expenses while putting you more readily in front of your intended audience.
  • Leading with a powerful digital strategy that includes video to amplify your content and increase top of mind awareness.