MEET KATHY YAGER
Director of Media
 

In a recent post on the Transcend Hospice Marketing blog, you wrote about your experiences with hospice and why you are enthusiastic about providing media planning and buying services to them. Will you briefly explain?

In my career, I've worked on behalf of advertisers ranging from truck tires to discount stores to washing machines. Now that I have the opportunity to help advance the awareness and growth of a very necessary healthcare sector, whose workers are awe-inspiring in their dedication and service, I feel like I'm making a small expression of gratitude and appreciation to all the hospice workers who meant so much to my aunt and my family.

Media planning and buying is a unique expertise in marketing. How did you get interested in this career?

My parents were both in advertising – creative and production. When I started in the business, media was frequently the training ground. I really enjoyed it and decided to stay there. It has gotten so complex and specialized that it's unusual to have experience in strategic planning and execution/buying. I've benefited from an extensive background in both disciplines.

Is the present media environment, with economic forces closing or reducing the size and frequency of newspapers and the growing popularity of social media, changing the way you advise clients?

So much goes into the way we advise clients – understanding what they want to accomplish, the geography of their service area, the demo- and psychographics of the target audience, timing issues, budget, competition – and that hasn't changed. What has evolved is the media landscape and which combination of communication formats most effectively delivers the message. Newspapers will resonate with some consumers as long as they are being published and can be effective vehicles. Social media accomplishes completely different objectives, like encouraging feedback and facilitating a dialogue with consumers instead of pushing messages one-way.

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Why does an organization need a media planner/buyer? Can't they just talk with the local salespeople and order some ads?

Anyone can talk with the local salespeople and order ads, but the two biggest hurdles are knowing whether you are getting the most advantageous pricing, and secondly, analyzing the results. Plus, there are so many choices now with cable programming and online opportunities that it is very complicated to determine how to spread your money most effectively to reach the intended audiences. It's sort of the opposite of doing a Sudoku puzzle. There is no single absolutely right answer, but lots of possibilities. You have to identify the best one under your unique circumstances. Failed attempts and wrong strategy in media buying are costly.