Capture Your Audience with OOH during Open Enrollment

adiller2
6 days ago
2 min read

Maimonides Medical Center flag pole New York out-of-home advertising

Out-of-home (OOH) advertising is a powerful channel for health care companies and insurance providers. As stated in OAAA’s 2024 Annual Report, “DOOH ads are more likely to generate consumer action than any competing ad media, with almost half (49%) stating DOOH ads are likely to make them take action.”

During the Open Enrollment period where action is critical, OOH advertising has the power to reach people with urgency who are making key decisions about their health.

In this brief blog post, we'll share some tips for brands considering an OOH advertising campaign during Open Enrollment. If you are new to out-of-home advertising, check out this article "What goes into Out-of-Home (OOH) advertising?"

Current Health Care Consumer Trends

Before diving into OOH strategies, it's imperative to know your target audience and understand what's on the minds of today’s health care consumers.

Heightened Focus on Costs: With rising inflation and economic uncertainty, consumers are more focused than ever on getting the best value. They are actively comparing plans to find options that offer significant cost savings.

The Rise of Telehealth: Post-pandemic, many consumers have embraced the convenience of telehealth and virtual care. Highlighting access to these services can be a major selling point for health plans.

Local and Community Focus: Consumers are increasingly interested in plans that provide access to local doctors, specialists, and community health networks they trust. Messaging that emphasizes local access can be highly effective.

Work with an OOH expert for your open enrollment campaign

OOH Advertising Ideas for Health Care and Insurance Brands

Considering these trends, here are a few tips for crafting a successful OOH campaign for Open Enrollment.

Highlight Key Benefits

Your OOH ads should be clear, concise, and focused on the benefits that matter most to consumers. Check out how Priority Health’s billboards showcased visible to-the-point messaging and excellent contrast to capture attention in the people’s space. PJX Media worked with their agency Amsive Digital to activate their campaign on billboards in the Detroit, Michigan area.

Priority Health billboard in Detroit Michigan.

OOH Media Mix

Use a strategic media mix of different out-of-home media formats to capture your audience at multiple touchpoints. Think about where your target audience lives and works. A blended campaign ensures broad reach and repeated exposure. For example, we helped Maimonides Health launch multiple OOH formats for their campaign including a billboard, bus wrap, and street level high-impact bulletin. Discover more strategies you can use to build an effective campaign in our other article, "Break Through the Noise: How OOH Advertising Can Transform Audience Engagement".

Focus on Local Access

Leverage OOH's ability to be hyper-local. For local clinics, hospitals, or regional insurance providers. MyTru Advantage worked with PJX Media to activate billboards with local-focused messaging in the Louisville, KY and Indianapolis, IN areas.

Whether promoting services for Medicare, Medicaid or DSNPs, or IFP, these are just some of the ways that OOH can be used for Open Enrollment marketing campaigns. Are you ready to bring your brand message to life this season? Our team of experts at PJX Media is ready to secure ideal placements that can reach your target audience and deliver messages that hit home with them.