Pharmacy Digital OOH Network Releases Nielsen Research

April 11, 2012 by Dave Haynes

Healthcare giant Cardinal Health has released research on the Digital OOH network it runs in retail pharmacies – with a Nielsen study suggesting ad recall levels are solid and a tangible cause and effect of spots and consumer behaviour.

The 900-site Pharmacy Health Network runs ads and educational content on panels in view of people waiting to get prescriptions filled. The Nielsen intercept interview results showed:

• 41 percent of respondents recalled seeing ads;
• Approximately half of consumers surveyed indicated that they felt encouraged to discuss a product or brand they had seen with their pharmacist;
• Sixteen percent indicated that after seeing ads on Pharmacy Health Network, they later discussed those products or brands with their physicians;
• Twenty percent took materials from the brochure rack that accompanies each Pharmacy Health Network screen;
• and 11 percent purchased products that they had seen promoted on Pharmacy Health Network.

Nielsen’s Fourth Screen Report indicates that Pharmacy Health Network garnered more than 1.2 million advertising exposures over a four week period. The network says it is “the first and only in-pharmacy advertising network to be featured in Nielsen’s Fourth Screen Report, which measures audience exposures in digital out-of-home network locations.”

It’s also probably the only one with deep enough pockets to afford Nielsen research. What are the other pharmacy networks???