New Nielsen Data Suggests Big Recall, Credibility Numbers For Retail Pharma Network

March 17, 2014 by Dave Haynes

Looking for some fresh and credible data to make your case about Digital OOH effectiveness?

Here’s some new audience-research data from Nielsen about Cardinal Health’s digital advertising network for retail pharmacies, called Pharmacy Health Network.

The network had 63 percent recall, and  74 percent of those interviewed indicated ads are more believable when viewed in a pharmacy.

PHNTV was the only in-pharmacy advertising network studied in Nielsen’s third quarter Digital Place Based Video Report, which measures audience exposures in digital out-of-home network locations. The study suggests  the network had more than 2.9 million viewers over a four week period. 

“This study again confirms that consumers consider advertising messages on Pharmacy Health Network to be informative and highly credible, and that ads on our network drive action by encouraging consumers to talk with their pharmacists and physicians about products they see on our network,” said John Disher, senior manager of Cardinal Health’s Pharmacy Health Network. “As our network continues to receive a positive response from advertisers and consumers alike, we look forward to expanding the number of stores and advertisers that participate in the program.”

Retail pharmacies on the network get  installation and ongoing maintenance for a flat-panel LCD screen and directional, targeted audio system that runs health-related content. The clinics also get a custom brochure rack to provide pharmacy customers with easy access to health-related materials, coupons, brochures, business reply card and other promotional and educational materials.