Screen network in health care gets high ad recall rates
August 20, 2008 by Dave Haynes
It’s great when a network gets the bigger picture on advancing the industry and shares some of the research it paid for — something still fairly rare in this space.
The latest to do so is Health Media Network, which has posters and screens in the waiting areas and (they say) treatment areas of health care facilities.
The research was done through Arbitron and it spun out some good numbers.
Eighty-six percent of those exposed to advertising in healthcare facilities could recall at least one advertisement that they had seen during their visit or shift, according to a recent Health Media Network study by Arbitron Inc.
The advertisements, produced by Health Media Network (HMN), appeared as framed wall posters or were broadcasted over widescreen digital television monitors in waiting rooms or treatment areas of the facilities. Health Media Network’s poster displays and digital television screens reach millions of health-minded consumers, patients, and medical employees every month. Health Media Network’s digital television system (HMN TV) consists of 42″ LCD widescreen monitors with individual IP addresses so both content and advertising can be sent to specific locations within our network on behalf of marketers.
“HMN TV uses the latest digital technology to service the needs of the healthcare consumer by providing valuable healthcare programming and critical information from our healthcare partners and sponsors. Health Media Network poster displays use standard out-of-home media (OOH) one-sheet and two-sheet creative units to provide advertisers with high-impact and targeted advertising campaigns,” said Ken Smallwood, Health Media Network’s Vice President, Sales & Marketing. “We are very pleased with the results and look forward to sharing them with our advertising clients and prospects.”
Arbitron surveyed hospital employees, patients, and visitors, asking whether the media was informative, useful, and relevant.
— Sixty percent of all people in the hospital noticed the posters, the televisions, or both.
— Fifty-five percent noticed the televisions and 45 percent noticed the posters.
— Hospital patrons spent an average of 3 hours and 20 minutes being exposed to HMN posters and televisions.
— Hospital patrons who noticed the televisions spent an average of 1 hour and 8 minutes watching HMN programming and advertisements.
— Sixty percent were able to recall at least two advertisements and 31 percent were able to recall three.
— Sixty-seven percent of those surveyed found the HMN poster content informative compared to the HMN television at 54 percent.
The research highlights do not stipulate whether the ad recall was aided or not (as in, “Do you remember seeing a Celebrex ad?”). One head scratcher is the data that suggests posters were found to be more informative than the stuff on the screens.