Health Media Network’s tagline, “Patient Education at the Point of Care,” appropriately illustrates how the company works to educate patients on-site through a system of digital media, which delivers targeted health education in doctors’ offices.
When Health Media Network wanted to measure the effectiveness of an OTC health brand promotion, they engaged Edison Research to assist with their research goals. The goal of the research was to “examine the impact and effectiveness of the Health Media Network promotional campaign on brand engagement, opinion and purchase intent.” We implemented an on-site intercept study across doctor offices in multiple locations to gather data.
Our experienced interviewers identified patients age 18+ leaving doctor’s offices in multiple locations who recalled seeing a digital video display on-site and conducted an interview to determine ad effectiveness. Those who did not recall seeing a digital video display were also interviewed as a control group.
Through this on-site intercept study, we were able to answer many of the research questions posed by HMN. First, those who recalled the ad are highly engaged with the brand, with 57% having a more favorable brand opinion after the exposure. We found that there was brand lift associated with the HMN promotion, including increased purchases in the next twelve months, brand recommendations, and brand relevance. Sixty percent of those who recalled ads said the ad was more believable because it was in a doctor’s office versus on their television at home.
Because interviewers interact directly with respondents, they are able to collect direct quotes from those who recall (or don’t recall) out-of-home ads, such as, “I’m listening to advice more carefully at the doctor’s.” These in-person interactions can create a more complete understanding of the success of the brand campaign.
For more information on our custom digital out-of-home research capabilities, please contactinfo@edisonresearch.com.
Click here to access On-Site Insights, a digital out-of-home study conducted by Edison Research to gauge recall and perceptions of DOOH advertising in the places where consumers work, shop, eat, and travel.
About Edison’s Out of Home Research: Edison Research is one of the leading out-of-home media and marketing research companies in the world, with an unparalleled ability to conduct logistically complicated projects in multiple locations quickly and efficiently. We have over 19,000 trained pollsters and utilize our experience as the sole provider of exit polling data to develop cost-effective and sound methodology for determining consumer opinion. We measure opportunity to see, vehicle and advertising reach, dwell time and other audit metrics, as well as key effectiveness measures like awareness/lift, usage and willingness to consider. We can also gather important demographic, psychographic and behavioral information about your audience or customers to help optimize current campaigns and inform future ones.
About Health Media Network: via www.hmnads.com — Launched in 2007, Health Media Network (HMN) is a leading and trusted Digital Point of Care media company. HMN provides targeted health education in Physician Waiting Rooms and Hospital Systems to advance consumer health literacy and facilitate better doctor/patient conversations.
