If you’ve been to a doctor’s office lately, you know that you can count on logging some time in the waiting room before moving on to the exam area. You’ll likely find a stack of out-of-date magazines tossed on a table to help you pass the time. With patients waiting an average of 25 minutes in the reception area, doctors are becoming increasingly concerned about providing reliable, valuable information to their patients while they wait.
Point-of-care is becoming the preeminent venue to deliver relevant consumer messages to an engaged, captive audience. Using high-definition digital media to air educational healthcare content, CARE Media has begun targeting viewers in veterinary, pediatric and OB/GYN offices across the country.
Out-of-Home Digital Networks represent one of the fastest-growing segments of the marketing and communications industry and new digital media are forecast to grow at a rate of over 20 percent a year according to a recent TNS Media Intelligence Report.
Through its brands, PetCARE TVTM, KidCARE TVR, and Women’s HealthCARE TVTM, CARE Media is targeting women ages 25-34, with two children at home and an average family income of $55,000, who are especially predisposed to gathering healthcare information for their families.
Women are considered the prime market by potential advertisers and Lucid Marketing estimates that 80 percent of household spending is directed by Moms, yet, moms are extremely busy, devoting less and less time to media. While research shows that moms are most receptive to newspaper and magazine ads, they actually spend very little time reading.
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Where Moms Are Most Open to Advertising
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Newspapers |
58% |
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Magazines |
53% |
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Doctor’s Office |
50% |
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Public Transportation |
48% |
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Movie Theaters |
43% |
Source: The Parenting Group
A doctor’s reception area provides the perfect setting to deliver specific advertising messages to an engaged audience, predominantly women, unable to skip ads or channel surf. CARE Media’s continual program loop is like a traditional television schedule, interspersing informational segments with commercials and billboard ads. The frequency of ad rotation ensures each patient exposure to target ads during their wait time. According to a study by The Parenting Group, moms are 50 percent more open to advertising in a doctor’s office.
To ensure the validity, accuracy and relevance of the programming it provides, CARE Media works with a medical advisory board. “We work with doctors to make sure that the content of programming we provide allows patients to open up a dialog with their doctor in order to ensure that patients get all the information they need to make good medical decisions,” explains Phillip M. Cohen, CARE Media’s president and CEO. “Adjacent advertising within relevant segments results in increased ad attentiveness and effectiveness, along with the perceived endorsement of their doctors.”