Katz: Radio Campaign Boosts Healthcare Brand Awareness.

A new study shows the effectiveness of healthcare advertising on radio. 

Both preceding and following an online pharmacy and healthcare brand’s multimedia awareness campaign, which included AM/FM stations in eight major markets – New York, Chicago, San Francisco, Houston, Atlanta, Boston, Miami and Phoenix – Katz Radio Group conducted a survey of more than 2,000 adults 18+ in those markets, asking about medical care routines, familiarity with the brand’s offerings and, most importantly, AM/FM listening habits, in order to measure changes attributable to the ad campaign.

Katz’s results showed that among radio-targeted consumers in the study, brand awareness as a healthcare provider moved from 25% before the campaign to 38% after, while familiarity of the brand’s pharmacy was up from 21-28%, and perception of the brand as a valuable healthcare service up from 23-28%.

Additionally, the survey found that AM/FM radio listeners showed higher familiarity with both the healthcare services and the pharmacy brand vs. the general population, while “convenience” and “great sales” were the highest-scoring attributes associated with the brand, reflecting the effectiveness of the radio ads’ ability to convey these benefits.

“The campaign proved that radio isn’t just heard, it’s felt, driving real lifts in brand familiarity and positive perception,” the report read. “[The] study reinforces that AM/FM radio is a powerful tool for healthcare marketers aiming to boost brand metrics. By strategically targeting key markets and tapping into radio’s wide, attentive audience, the campaign delivered measurable gains in brand visibility and consideration. The results make a compelling case for expanding radio’s role in future healthcare advertising efforts.”