Engage Healthcare Consumers Using Digital-Out-of-Home Technology
Source: Nielsen OOH Advertising Study 2016
Digital Out-of-Home (DOOH) healthcare marketing startups have won billions from investors in 2017, and it’s no wonder: it is now the 2nd fastest growing ad tech sector. DOOH displays range from massive outdoor billboards with live video, to interactive in-store displays which let viewers use augmented reality (AR) apps to post on social media to the familiar waiting room TV networks that broadcast 24/7 in many ERs. Healthcare marketers can take advantage of the unique features of this ad format to raise brand awareness and to educate and engage healthcare consumers.
First, let’s take a look at why DOOH technology is gaining popularity among marketers as a top consumer engagement marketing strategy.
DOOH offers exceptional ROI
According to a 2016 study by Nielsen, online activations produced by Out-of-Home (OOH) media (including Digital Out-of-Home) are nearly four times the expected rate relative to major social platforms and organic search. On average, about 20% of consumers who recalled viewing OOH displays visited a business, e-commerce website, or watched entertainment content that was advertised. The ability to engage healthcare consumers and drive business through DOOH is strong.
Above, a 2015 campaign for British Airways featured a display which posted specific content in sync with passing planes.
DOOH campaigns show high-levels of brand recall and messaging interaction
Nielsen reports that more than 80% of consumers who have viewed OOH media during the past month remember the advertising. By comparison, a recent study by neuroscientist Dr. Carmen Simon and software company Prezi revealed that approximately 80% of viewers forget branded content within three days. Approximately 20% of consumers with smartphones have downloaded a coupon, an app, or scanned a QR code to interact with a brand featured in OOH media.
Above, a strong example of engaging healthcare consumers is this 2015 British National Health Service campaign to promote blood donations which used augmented reality (AR) to “virtually donate” blood and watch the character on the screen “recover” in response.
DOOH campaigns work seamlessly with social media
It’s a given: if your DOOH ad is brilliant, it will get shared on social media. Yet interactive DOOH also allows marketers to leverage the influence of Selfie Culture to turn viewers into brand ambassadors by showcasing consumer posts.
Above, The Power of Smile Campaign for Delta Dental, Minneapolis
Health System marketers are now using DOOH technology to attract and engage healthcare consumers throughout the healthcare delivery process. A few examples:
Interactive Digital Signage
While digital kiosks offering general information for incoming patients are common in hospital waiting rooms, healthcare marketers are now using off-site digital signage to engage with consumers. Ranging from digital billboards to street-level, touch-screen displays, healthcare marketers can send contextual messaging to consumers once they near or interact with the display.
Use digital signage to direct consumers to your homepage to download an app that unlocks exclusive content based on the location the app is accessed from.
Check-In and “Way-Finding” Apps
While it’s obvious that check-in and way-finding apps are effective tools to enhance patient experience, they also present an opportunity to engage prospective patients over time. Offering readers access to an app upon registering on a homepage or through an interactive display, regardless of patient status, opens up a new audience for permission-based marketing. A way-finding app, for example, might not only help current patients navigate within a hospital site, it could show healthcare consumers various complimentary services from partners in the area or present exclusive content for “check-ins” at specific locations.
Use rewards for app check-ins—such as free exclusive educational content—to drive consumers to locations where your brand has a telemedicine presence.
Telemedicine “Secure Spaces”
Telemedicine has been around for years, but healthcare marketers are now beginning to place sophisticated “pop up ” spaces in retail outlets like pharmacies, spas and fitness centers as a method of outreach to targeted populations. Advanced telemedicine spaces provide digital displays which allow consumers to connect with doctors in real-time via videoconference, while having the option to interact with relevant content before or after the appointment.
Use a new telemedicine space to offer consumers a subscription to a series of relevant content in exchange for a social media post referencing your healthcare system’s telemedicine service. Select the most original posts for display on digital signage and your brand’s social pages. Offer opportunities for consumers with featured posts to repost images of their posts featured on digital billboards or displays.
The Internet Advertising Bureau (IAB) offers a free DOOH buyer’s guide here.
DOOH offers many exciting possibilities to engage healthcare consumers, but the range and complexity of the options can be challenging because there are many types of customer engagement strategies to consider. Let us help. We’ll work with you to develop a 360 strategy that illuminates your brand’s value and brings your message to the right audience. Connect with us for a free consultation.