Healthcare and the NPR Audience: The Data Narrative for Industry Leaders

By Chelsea Roberts, Account Executive

Facts and Feelings, Demographics and Trust. This post shares data for healthcare leaders in communications, marketing, and business development.

Key Takeaways:

NPR is the most trusted brand partner in America among agency and marketing executives (The Myers Report, 2019). As your healthcare organization works to maintain public trust, transparency, accessibility, and compassionate care in the Covid-19 era, Michigan Radio(NPR) is optimally positioned to do this work with you through corporate sponsorship campaigns.
The NPR listener is concerned about their health and well-being, both inside and out. 81% of our listeners say they are “always looking for ways to live a healthier life.”
NPR listeners are early adopters of technology. Combine this with their commitment to health and the likelihood (81%) that they will have insurance, the NPR listener is a strong demographic for organizations looking to market telehealth services.
The NPR listener is 53% more likely than the average American to carry Point-of-Service health insurance, which allows for greater flexibility in visiting specialists. NPR listeners are 67% more likely than the average American to have a traditional fee-for-service health plan. They are half as likely to have Medicaid.
NPR listeners are 98% more likely than the average American to be purchasers of health insurance policies at their place of work.

The healthcare industry is undergoing a massive disruption. Whether your organization provides insurance, senior care, or mental health counseling, it’s likely that your work has been impacted by the upheaval of the Covid-19 pandemic.
In addition to delivering new services, like telehealth, your office may be working overtime to disseminate public information about your updated policies, the virus, how patients can continue to access your care, and more. During this time of immense change for healthcare professionals, putting your information in front of the right audience makes all the difference.
Maybe you’ve already thought about reaching the NPR audience in order to raise the profile of your organization. Or, maybe you’ve heard your competitor on our airwaves and wondered how they got there. In the midst of these dynamic times NPR sponsorship remains a trusted tool for elevating your brand while reaching your target audience. This article shares the data healthcare leaders need to know about the NPR audience.
Health:
NPR listeners are concerned about their health and well-being, both inside and out. 81% of our listeners say they are “always looking for ways to live a healthier life.”
They are more likely than the average American to visit a doctor on a more frequent basis. And if you’re a specialist, NPR listeners might already be some of your favorite patients. That’s because the NPR listener is 53% more likely than the average American to carry Point-of-Service health insurance, which allows them greater flexibility in visiting specialists. And they’re 60% more likely to have Gap or supplemental insurance.
If your practice focuses on holistic wellness, prioritizing exercise and meditation as components of a healthy lifestyle, our listeners share your values. 74% participate in some kind of regular exercise. The most popular fitness activities with our listeners are walking (31%), hiking (25%), swimming (21%), jogging/running (17%), road bicycling (17%) and yoga (15%).
And of course, telehealth. Can our listeners keep up with your new service, and will they access it? Yes. The NPR audience is tech-savvy and more likely than the general population to adopt the latest technologies. They use the internet to access information, and to shop. The NPR listener is 60% more likely than the average American to have purchased health/medical supplies and prescription drugs online.
Although data on how NPR listeners use telehealth is not available, signs point in the right direction. Our listeners are early adopters of technology, they are committed to their health, and they are more likely to carry insurance. When you combine these factors, the NPR audience is a strong target demographic for organizations looking to market new telehealth services.
Age, Income, and Education:
NPR is particularly popular among Baby Boomers (b. 1946-1964). The median age of the NPR listener is 53.
NPR’s audience is extraordinarily well-educated. Seven in ten listeners have at least a bachelor’s degree, compared to only 31% of the U.S. population. Also, they are more than 3 times as likely as the average American to have completed graduate school.
The median household income of an NPR News listener is about $103,000, compared to the national average of about $68,800.
Measuring Trust:
Next to data, the most important component of an NPR sponsorship is Trust.
Trust is built through consistency. For example: the sound of your favorite NPR host taking you through your morning, your afternoon, your evening, and your weekend. Trust is built through time and commitment. Trust is when someone hums the theme music to Morning Edition, or taps “M” in their search bar and it autocompletes to MichiganRadio.org.
Henry Ford Allegiance Health and Allergy and Immunology Associates of Michigan are two organizations who have proudly sponsored Michigan Radio(NPR) to reach our loyal, unduplicated audience. Their sponsorship cultivates trust and engagement with our listeners.
Harvey Leo, MD at Allergy and Immunology Associates, states, “There is no doubt that our relationship with Michigan Radio has nurtured the growth of this practice.”
In fact, NPR is the most trusted brand partner in America among agency and marketing executives (The Myers Report, 2019). When you sponsor our factual news and information, listeners report perceiving your brand as stable, trustworthy, and credible.
And as your organization pivots during the Covid-19 era, working to launch new programs while maintaining trust, accessibility, and compassionate care, Michigan Radio(NPR) is optimally positioned to share your message with our loyal, informed, health-conscious audience.
Now that you’ve seen the data, ask yourself: Should I be reaching the NPR audience?
Reach out to our corporate support professionals for a customized marketing consultation, or message me on LinkedIn. Michigan Radio’s corporate support team is pleased to partner with industry leaders in Michigan, and we thank our current sponsors for their on-going support.
Sources: https://www.mediavillage.com/article/hallmark-pbs-lead-industry-in-brand-safety-npr-hulu-lead-in-trust/ | SOURCE: MRI-Simmons Doublebase 2019 Base: Total U.S. Adults | SOURCE: comScore Plan Metrix, 3-month averages, Nov 2018 – Jan 2019 Base: Active Online Population (Adults 18+)

RESTRICTED RIGHTS: NPR member stations, producers of NPR distributed programs, and customers of the Public Radio Satellite System have authorization to use this information in their underwriting materials and proposals, and for internal analysis. Any other usage requires permission from NPR Audience Insights.