Healthcare Trends
Totally focused with HyperFocus®!
With the sheer mass of advertising in the digital world, it is not easy for a company to stand out with its own brand and the messages associated with it. With Healthy Programmatic, WEFRA LIFE MEDIA has developed a very special advertisement format through which manufacturers not only attract attention with their brands and products in the healthcare market, but also stay in the users’ minds. This solution? An innovative and unique advertisement format called HyperFocus®.
Most internet users are familiar with traditional banner formats such as the medium rectangle or skyscraper. Not always are these ads perceived sufficiently when they emerge on the screen, usually at the centre or on the right-hand or left-hand side of the page. At times, there is even a certain level of blindness developing towards these banners: ‘The challenge for the visibility of traditional banner formats is well documented in studies1,2,’ says Can Yildiz, Head of WEFRA LIFE MEDIA DIGITAL, ‘Some users overlook familiar formats practically out of habit.’
To counter this problem effectively, Can Yildiz and his team have developed a very special new format. It bears the name HyperFocus® and is characterised by a number of special attributes that distinguish it from competitors. HyperFocus® appears at the bottom edge of the screen once during a 20- to 30-minute session of the user. This placement and frequency has a good strategic underpinning and is pleasant for users because it does not interrupt or disrupt their activity. However, if users are interested, they can react to the HyperFocus® ad by either closing or clicking on the window, which will bring them to the presentation of further content. The type of presentation can vary depending on the HyperFocus® model chosen, Yildiz explains, ‘With HyperFocus®, there exist a variety of possibilities for presenting linked content. This can be a video, a podcast or an image carousel.’
The development already includes a further format for providing content: a HyperFocus® survey. This variant will enable the conduct of surveys that can be presented in the form of multiple-choice questions and answered anonymously by healthcare professionals (HCPs). The goal is to gain a general impression of the mood among HCPs in relation to specific issues. For healthcare companies, the format consequently provides valuable insights into the thoughts of their target audience.
HyperFocus® creates familiarity and recognition value
The particular advantage of the new format: HyperFocus® is better than other banner variants at entrenching brands and messages in users’ memories – and ‘this is also backed up by internal studies,’ Yildiz emphasises. For example, it not only results in more visibility, but also in up to 44 per cent higher recognition among HCPs.3v
It also performs well for user-friendliness and low production costs: businesses simply provide the necessary logos, text, videos and so on to create the basis for the development of the HyperFocus® ad in accordance with the relevant corporate design guidelines. One-party placement where no competitor ads are shown for a specified period of time is possible, too.
Thanks to its recognition impact, HyperFocus® is optimal for the application of awareness campaigns where brand presence and brand recall are the priority. Here, companies can use HyperFocus® to increase the familiarity of their product launches, product updates, brand portals and so on. ‘Because it is not a direct-response, traffic-to-website or lead-generating ad format, but rather establishes the initial contact with the target audience one step before, benefits can be gained from combining HyperFocus® ads with their traffic- and lead-generation activities as they complement each other in the customer funnel,’ Yildiz explains.
More information about the benefits of and terms and conditions for HyperFocus® can be found here:
1https://dl.acm.org/doi/10.1145/985921.986008
2https://www.tandfonline.com/doi/abs/10.2753/JEC1086-4415170105
3Compared with standard IAB banner sizes.