Retail News Breaks Archives
Cardinal Health pharmacy ad network engages consumers
March 17th, 2014
DUBLIN, Ohio – Cardinal Health Inc.'s digital advertising network for retail pharmacies is proving to be an effective way to market products to consumers at the point of purchase, according to a recent audience research study by Nielsen.
Pharmacies participating in the digital advertising network receive a flat-panel LCD screen, a directional audio system, and a custom brochure rack to showcase health-related materials, including informational brochures and coupons.
Called the Pharmacy Health Network, the service broadcasts ads and educational content to flat-panel LCD screens in retail pharmacies, allowing advertisers to target consumers as they wait for prescriptions.
Cardinal Health reported Monday that in interviews with customers as they left Pharmacy Health Network locations, Nielsen found that 63% of respondents recalled ads on the network.
Also, 91% of viewers said the Pharmacy Health Network was informative, and 74% said the ads are more believable when viewed in a pharmacy.
Of customers who said they viewed ads on the Pharmacy Health Network, 13% reported that they have purchased products or brands that they saw via the service. The average audience dwell time in proximity to the screen was almost 12 minutes.
Cardinal Health noted that the Pharmacy Health Network spurs consumers to engage with their health care providers, including pharmacists.
Nearly half (49%) of viewers polled said they felt encouraged to discuss a product or brand they had seen on Pharmacy Health Network with their pharmacist, while 48% indicated that after seeing ads on the network they felt motivated to discuss those products or brands with their doctors.
Overall, 94% of those surveyed said their pharmacist or physician was their primary information resource when researching health and wellness products.
"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," John Disher, senior manager of Cardinal Health's Pharmacy Health Network, said in a statement. "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."
The Pharmacy Health Network was the only in-pharmacy ad network to be featured in Nielsen's third-quarter Digital Place-Based Video Report, which measures audience exposures in digital out-of-home network locations. The report indicated that the Pharmacy Health Network totaled more than 2.9 million viewers over a four-week period.
"The Pharmacy Health Network provides a perfect digital inter-medium between my patients and their much-needed counseling," stated pharmacist Justin Ceravolo, assistant pharmacy manager at Cypress Pharmacy in Fort Myers, Fla. "I have seen an increase in sales, as well as an increase in patient comfort with speaking to the pharmacist, which can be attributed substantially to the educational content aired while the patients wait for their prescriptions."
Retail pharmacies participating in the Pharmacy Health Network receive installation and ongoing maintenance for a flat-panel LCD screen and a directional, targeted audio system, on which the health-related content plays, according to Cardinal Health. The pharmacies also get a custom brochure rack to provide customers with easy access to health-related materials, coupons, brochures, business reply cards, and other promotional and educational materials.