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DUBLIN, Ohio — Cardinal Health Inc. said its digital advertising network for retail pharmacies has been shown by Nielsen Co. audience research to be an effective way for advertisers to market products to consumers at the point of purchase.
Cardinal said Wednesday that the study confirms that consumers take action after seeing ads on its Pharmacy Health Network.
Installed in more than 900 locations nationwide, the Pharmacy Health Network streams ads and educational content to flat-panel LCD screens in retail pharmacies, enabling advertisers to target consumers as they wait for prescriptions.
Nielsen interviewed consumers as they were leaving Pharmacy Health Network locations. The study found that 41% of respondents recalled seeing ads displayed on the screens.
About half of respondents said they felt encouraged to discuss a product or brand they had seen on Pharmacy Health Network with their pharmacist. Also, 16% indicated that after seeing ads on the network, they later discussed those products or brands with their doctors, while 20% took materials from the brochure rack at each network screen.
Eleven percent of those polled said they purchased products that they had seen promoted on the Pharmacy Health Network.
In addition, over 80% of respondents rated the network’s programming as excellent or good, and nearly 90% found the content informative, according to Cardinal.
"We’re thrilled that advertising messages heard on Pharmacy Health Network are being extended outside the pharmacy," stated John Disher, senior manager of the Pharmacy Health Network. "Consumers are taking action and talking with their physicians about products they learn about on our network. Pharmacy Health Network has received an overwhelmingly positive response from advertisers and consumers alike, and we look forward to expanding the number of stores and advertisers that participate in the program."
Participating retail pharmacies receive installation and ongoing maintenance for a flat-panel LCD screen and directional, targeted audio system, on which the health-related content plays. They also get a custom brochure rack to provide pharmacy customers with access to health-related materials, coupons, brochures, business reply cards, and other promotional and educational materials.
