Whether it’s print or digital, finding the right mix of advertising to reach
specific groups can seem overwhelming. But it doesn’t have to be. You just
need to understand what media your current – and prospective – patients
are paying attention to.
It’s important to think locally when placing advertisements, considering half
of ethnic minorities consider “proximity to work or home” as an important
factor when selecting an eyecare professional. Identify the most watched channels
and most popular local print outlets for each group before placing your ad. And
don’t rule out non-traditional approaches such as advertising in local church
bulletins or local, group-specific publications.
When targeting Hispanics, you should recognize the importance of advertising in
both English and Spanish. Just make sure your practice is prepared to answer any
inquiries you may receive in Spanish!
Today, traditional media outlets – such as television, radio and print –
remain viable choices for advertising. With almost all Hispanics online, the Internet
is also becoming a must for reaching Hispanic consumers, especially when it comes
to topics like family, personal health and well-being.
- 79% of Hispanics own a smartphone (vs. 71% U.S. average) (Nielsen, 2014).
- Hispanics are spending 39% more time than the overall population watching video on their smartphone every month (Nielsen, 2014).
- One in five Hispanics surf the web predominantly in Spanish, and almost one-third use Spanish and English equally (Nielsen, 2013).
- Hispanics tends to watch TV with other family members, or co-view. They co-view nearly 60% of primetime programming in Spanish, and 48% of primetime broadcasting in English (Nielsen, 2013).
- More than half read English-language magazines, while 1 in 3 read in Spanish.
TV is the primary source of traditional media for African Americans today. African Americans watch an average of 218 hours of television a month, while Caucasians watch 155.3 hours, Hispanics watch 123.2 hours and Asian Americans watch an average of 92.3 hours (Nielsen, 2014). They are less likely than the general
population to watch TV news overall, but more likely to watch local and cable news
– making advertising during local news segments an important consideration
African Americans are also more likely to get their news from the Internet and are
less likely to read the newspaper. However, a print advertising strategy can work
well when ads are placed in outlets such as church bulletins or local, African American-targeted
Like Hispanics, when targeting Asian Americans, it is important to consider advertising
in English as well as other key languages that are spoken by your current and prospective
patients. Consider that while 61% of Asian Americans speak English, 77% speak a
language other than English at home. While they consume the same English-language
media as non-Asian Americans, they have a strong preference for in-language media
While the right TV placement can be successful, keep in mind that Asian Americans
are the least likely demographic group to watch television – with household
usage totaling just 3 hours and 14 minutes a day, versus the national average of
5 hours and 18 minutes. Online advertising for this group is becoming a major asset –
since this group is the most active when it comes to personal computer and Internet
use (Nielsen, 2013).