In today's economic environment, medical practitioners need to be more than health care providers; they need to be business builders. To better compete more doctors are redefining how they market their services, who they communicate to, and what message they should convey.

Targeted and meaningful media outreach can help health care professionals establish themselves as the “trusted source” in their respective fields. A critical component in making a media investment is determining “how” the message should be developed, where it should be placed, and ultimately what message the target consumer takes away. A tasteful message placed in the ideal medium can educate a patient and promote the practice at the same time.

As media outreach is still new to many health care providers, it is important to work with a trusted media partner to help develop your media plan. By working with an experienced media professional, a practice can align business goals and target audience to the ideal media option and appropriate media placement. Media outreach should be both geographically and contextually relevant to the target audience. This level of patient knowledge starts with quality research.

As part of its on-going commitment to educate health care providers on consumer trends, Time Warner Cable Media Sales commissioned an online survey with over 2,300 consumers in November 2009. One of the most surprising findings of the study was how drastically consumers have cut their health care spending; 47 percent of respondents stated they cut their health care spending by 25 percent or more versus 2008.

Due to the economic environment, advances in alternative medicine and increased levels of competition, the study also reinforced how critical it is for doctors to take an aggressive stance in educating their patients about the benefits of health care.

The study also shed light on consumer's media consumption and media preferences by health care segment. Based on cable's 40 plus network programming alternatives and suite of digital offerings, Time Warner Cable was seen as the ideal communication vehicle.

Cable provides the unique opportunity to target consumers based on their programming choices, lifestyle, and geography. But TV is just the beginning. A standard television commercial drives initial awareness and messaging. However, to surround their target audience, health care professionals should look to extend their message using the unique capabilities of digital cable outreach.

Time Warner Cable Media Sales has helped thousands of health care providers across the country spread their message and grow their businesses through a broad portfolio of assets and years of tangible experience.

“We pride ourselves at being true marketing consultants for our partners,” said Judy Rettinger, general manager for Time Warner Cable Media Sales' San Antonio office. “We take the time to understand our partner's business needs and the needs of their patients. We develop media solutions that address client needs across platforms to ensure we're reaching the right target audience with the right messaging.

“The goal is to provide innovative media solutions. We unite the power of TV with the engagement of digital platforms in a way that is relevant to each client's needs.”

Time Warner Cable offers an unparalleled suite of media products for health care professionals. Beyond demographically targeted networks and geographically targeted media zones, the company has a robust suite of digital offerings including Video on Demand (VOD) and online. These assets work together to maximize overall media message effectiveness.

“Roadrunner.com users are engaged consumers that are interested in health care as a topic,” Rettinger says. “MyLife On Demand is an innovative Health & Wellness VOD channel, featuring programming from trusted health experts like Exercise TV and NBC Health.

“The channel is dedicated to delivering comprehensive, up-to-date, life-enhancing information on a variety of topics. Roadrunner.com banner ads and MyLife on Demand health care segments can be tied to any TV media schedule to increase the overall effectiveness of the client's campaign.”

In addition, Time Warner Cable has recently introduced an innovative media platform - Promotions on Demand (POD). POD provides targeted patients an opportunity to receive an offer or educational flyer from a health care practice with a simple remote click. The trigger for this communication is a VOD segment – click the button, watch the program, and receive the information.

Regardless of the platform, the most important step is deciding to make a media investment to grow your health care practice.

Many medical associations, including The American Society of Plastic Surgeons, encourage media outreach. “The value of advertising is easy to understand if one thinks of it as an investment.” “Stay the course and run media consistently, if you want your message to be heard, remembered and acted upon,” reads an ASPS online article.