TL;DR
Point-of-care advertising places brand messaging inside clinical environments. For medical products, locations like exam rooms, check-in areas, and pharmacies are often the best fit for this type of advertising because patients are already thinking about their health. As a result, point-of-care ads can generate long dwell times and outperform other forms of marketing.
Reaching People When Health Is Top of Mind
Fundamentally, point-of-care advertising works because it reaches people when health is top of mind. Conventional digital marketing is interruptive and gets in the way of what the prospective customer actually wants to do (like watch a video). Point-of-care advertising is different because it doesn’t compete for the audience’s attention.
In fact, many patients want relevant, health-related information, especially when it relates to a problem they have. That context changes what messaging is worth. Point-of-care advertising in a specialist’s waiting room reaches a targeted audience and reduces the annoyance people feel when being marketed to. Reaching them isn’t just about awareness, but about being present while they’re making decisions.
Why It Works
Point-of-care advertising works for three reasons:
- Dwell time. People often sit for extended periods in clinical environments with little to do except look around and check their phones. A screen or poster is much more likely to get noticed here than on a social media feed or public display.
- A receptive audience. Patients at a clinic actively want solutions to health problems they may be experiencing. Messaging in this environment can be highly effective and lead to faster conversions.
- Relevance by location. Point-of-care advertising is location-relevant. By definition, people in clinical settings are interested in products and services that can improve their health.
Formats
Point-of-care advertising comes in various formats, and the ones you choose depend on your objectives. In reality, most campaigns combine several formats.
Waiting Room Screens
Digital waiting room screens are a strong advertising opportunity. Patients often glance at them periodically while waiting for their physician.
Exam Room Displays and Posters
Exam room displays and posters are what patients see while they’re waiting for a doctor or speaking with one. Advertising here can borrow some of the authority of the health professional in the room.
Reception and Check-In Areas
Wall posters, digital panels, and counter cards are good options at the point of arrival.
Takeaway Materials
Finally, point-of-care advertising can include takeaway materials like leaflets and brochures, which extend the time patients spend with your message after they leave the clinic.
In short, digital placements provide flexibility, while physical options offer more permanence.
Who It’s For
Point-of-care advertising is useful for many types of organizations:
Healthcare Systems and Hospital Networks
These organizations regularly use point-of-care advertising to promote service lines and screening programs.
Pharmaceutical Brands
Drug companies use point-of-care advertising for DTC and HCP-facing campaigns. It’s especially helpful when doctors raise the question of treatment with their patients.
Agencies
Agencies can use a place-based OOH layer as part of a wider marketing campaign.
Local Health Service Providers
Local health service providers can also benefit from point-of-care advertising, especially:
- Physical therapy clinics
- Optometry clinics
- Home health
- Urgent care clinics
Contextual Impact
When considering point-of-care advertising, it’s worth remembering that the most compelling marketing is often contextual. Consumers benefit from it most when they’re making decisions, which is exactly what happens in health and care settings. Most patients want helpful information that makes it easier to choose their next step. The best messages address patient questions and pain points instead of feeling like conventional commercial messaging.
FAQs
What is point-of-care advertising?
Point-of-care advertising is a type of marketing where ads appear in clinical settings. Ads can take many forms, including screens, leaflets, and posters.
Which healthcare settings offer point-of-care ad placements?
Many healthcare settings offer point-of-care placements, including hospital outpatient departments, primary care practices, and dental clinics.
How is point-of-care advertising different from typical digital billboards?
Point-of-care advertising gives patients contextually relevant exposure to your message. It can also deliver significantly longer dwell times than street-level billboards.
Who typically advertises in waiting rooms?
Technically, anyone can advertise in a waiting room, but it’s most useful for health insurers, hospital systems, and medical device companies.
How is campaign performance measured in clinical settings?
You can measure point-of-care campaign performance through venue-level impression estimates and our in-house attribution methods.
Reach Patients Where They Make Decisions
Explore your point-of-care advertising options. Contact OOH Squad today.