Online video advertising makes up just a small share of overall Internet ad spending, especially compared to television advertising budgets. Online video spending in the United States will account for only 4.3% of total online ad spending and just 1.6% of television ad spending, eMarketer projects.
Though email marketers usually see reported delivery rates around 95%, new data indicates that rates are actually much lower. Return Pat, an email services company, reports that there are more reasons for nondelivery of emails than hard bounces. Some messages wind up in spam folders while others simply go missing.
When marketers at Abington (PA) Memorial Hospital discovered that its community didn't fully understand the benefits of receiving cancer treatment at a full-service hospital rather than a dedicated cancer center, they knew it was time for an attention-grabbing campaign. So Abington enlisted Wilmington, DE ad agency Aloysius Butler & Clark to craft creative that would make patients and physicians take notice.
The resulting campaign was called "What If" and ran print, radio, and transit ads from June 2008–March 2009. Each ad emphasized all of the oncology and emergent services that Abington could provide.
"'What If' was born because we learned there was an opportunity in their market to distinguish Abington by asking the question 'What if?', as if we were the cancer patient—and that Abington provides the solution," says Lynda Rudolph, creative director at AB&C.
The creative team at AB&C wanted to create a compelling look and feel, says Marc Icasiano, creative director.
"We wanted to use some portrait shots which were in your face, and the large what if in combination with that would be hard to ignore in a newspaper," he says.
Due to the vast amount of physician feedback, Abington has since decided to extend "What If" to heart and vascular, neurology, bariatric, and HMI service lines.
"We knew the campaign had really taken off when it was brought to our attention that when a new physician from a competing specialty hospital called on primary care physicians, they asked him the same questions that were posed in the campaign," says Linda Millevoi, Abington's media relations director.
President Obama is trying to reclaim momentum for his healthcare initiative with a direct rebuttal of what he called "scare tactics," rumors, and misrepresentations. A town hall gathering was the start of what White House officials promise will be a more pointed response to the crescendo of what Obama called "misinformation" coming from critics of his healthcare reform efforts.
A New Jersey patient being charged $72,000 for a spinal fusion procedure that Medicare covers for $1,629 was one of the findings in a survey sponsored by America's Health Insurance Plans in which insurers were asked for some of the highest bills submitted to them in 2008. The group said it had no data on the frequency of such high fees, saying that to its knowledge no one had studied that. But it said it did the survey in part to defend against efforts by the Obama administration to portray certain industry practices as a major part of the nation's healthcare problems.
More than 1,000 people showed up in the largely Republican town of Lebanon, PA, for a town-hall-style meeting to discuss healthcare reform with Senator Arlen Specter. Many in attendance said the Obama administration's plans for a new healthcare system were just another example of a federal government that had again gone too far, just as it had, they said, with the economic stimulus, the auto industry bailout, and the cap-and-trade program.