Know your audience
As a local healthcare marketer, reaching your target audiences at scale is extremely important. Equally significant is reaching qualified audiences at scale, regardless of the targeting applied to your media plan.
Thanks to its logged-in user base and a big focus on helping healthcare marketers, Pandora—now part of SXM Media—has the ability to conduct audience research studies resulting in a breadth of qualitative data related to their listeners’ healthcare habits and activities.
Pandora’s November 2022 healthcare research study revealed valuable insights across every listener demographic. This data is shared with healthcare partners to help inform campaign strategies, tactics, and ad creative for better engagement and stronger results.
Gen Z: Adults 18-24
There is a common misconception that a demographic this young is not seeking healthcare. In reality, Gen Z makes up 40% of U.S. consumers and is a healthcare-active age group that marketers cannot afford to ignore. For example, 83% of Pandora’s Gen Z listeners had a visit with a healthcare professional in the last year; of those who visited a healthcare professional, nearly 20% saw a specialist for the very first time, such as a cardiologist, neurologist, or OB/GYN. Gen Zers are big proponents of preventive healthcare and mental healthcare. Nearly 6 in 10 Gen Z listeners have had a visit with a primary care physician over the last year, and, when compared to adult 18+ listeners, they are 95% more likely to have met with a psychiatrist.
Convenience is also a huge priority among this demo, with 1 in 2 Gen Z listeners saying they’d be willing to switch medical or insurance providers for regular access to virtual care. Gen Z is the most diverse, educated and technologically-connected generation ever to exist, and SXM Media reaches 23 Million 18-24 year-olds on a monthly basis across Pandora, Stitcher, and SoundCloud.
Millennials: Adults 25-44
Pandora’s millennial audience is also highly engaged in their health, as 82% have visited a healthcare professional in the last 12 months. Of those listeners, 7 in 10 saw a primary care provider, and 41% had a visit with a specialist.
Like Gen Z, millennials value convenience when it comes to seeking healthcare: 55% of Pandora’s millennial listeners would be willing to switch medical providers to have regular access to virtual care, and 71% prioritize the ability to get an appointment quickly when seeking out a doctor. Millennial listeners also value provider loyalty, with 6 in 10 agreeing that seeing the same physician every time is an important factor when shopping for a healthcare provider right now.
When it comes to audio advertising, the podcast environment is a great place for a healthcare provider to reach and resonate with this audience, as half of Pandora’s millennial podcast listeners say they listen to podcasts to benefit their physical, mental, and emotional well-being.
Gen X: Adults 45-54
Pandora Gen X listeners have a lot of influence when it comes to healthcare: 86% have had a visit with a healthcare professional in the last 12 months, and 6 in 10 say they’re making healthcare decisions for others besides themselves. Since Gen X has so much to manage when it comes to their health and the health of their loved ones, 83% say it would be helpful to learn more about health insurance options throughout the year, and not just during end-of-year open enrollment.
Pandora Gen X listeners are especially health conscious, as 68% get annual physicals. These listeners are also paying a lot more attention to their mental health, and they use audio content to help heal and improve their well-being. This makes streaming audio a strong environment for healthcare messaging; 86% of Pandora Gen X listeners say that music makes them feel better when they’re ill, and nearly 6 in 10 Gen X podcast listeners say the same about podcasts.
Adults 55+
It’s no surprise that 90% of Pandora listeners over the age of 55 have had a visit with a healthcare professional in the last year. 53% of these listeners are living with a chronic health condition, and they’re 25% more likely than Pandora’s adult 18+ listeners to drive over 60 miles for high-quality medical care. This demographic prioritizes their physical well being, with 80% of these listeners getting physicals every year.
These listeners are also paying a lot more attention to their mental health, as 41% had a visit with a physiatrist or a clinical psychologist for the very first time this past year. Streaming audio provides a strong contextual environment in which to connect with this audience, as 86% of Pandora listeners over the age of 55 say they listen to music to keep themselves mentally healthy, and nearly half of 55+ podcast listeners say that listening to podcasts makes them feel better when ill.
Personalize Your Marketing for Each Generation
Understanding healthcare habits and preferences across different generations is essential for a brand to connect with today’s diverse consumers. Healthcare marketers continue to tap into Pandora’s 10+ years of listener data to personalize ad campaigns for each generation, thereby enhancing brand awareness and favorability across different demographics. With 150 Million monthly listeners across streaming, podcasts and satellite, Pandora-SXM Media allows for personalized local marketing at a massive scale.
Reach out to Anna Clement [email protected] for more information.
Citations:
1 Forbes 2021: Five Undeniable Truths About Marketing to Gen Z
2 ComScore Media Metrix March 2022