Nearly 9 in 10 people exposed to advertising in healthcare facilities could recall at least one advertisement that they had seen during their visit or shift, according to a recent Health Media Network study conducted by Arbitron Inc.
The advertisements, produced by Health Media Network (HMN), appeared as framed wall posters or were broadcast over widescreen digital television monitors in waiting rooms or treatment areas of the facilities.
Arbitron surveyed hospital employees, patients, and visitors, asking whether the media was informative, useful, and relevant.
Among the findings:
- 60% of all people in the hospital noticed the posters, the televisions, or both: 55% noticed the televisions and 45% noticed the posters.
- Hospital patrons spent an average of 3 hours and 20 minutes being exposed to HMN posters and televisions.
- Hospital patrons who noticed the televisions spent an average of 1 hour and 8 minutes watching HMN programming and advertisements.
- 60% were able to recall at least two advertisements and 31% were able to recall three.
- 67% of those surveyed found the HMN poster content informative, compared with the HMN television’s 54%.
“HMN TV uses the latest digital technology to service the needs of the healthcare consumer by providing valuable healthcare programming and critical information from our healthcare partners and sponsors,” said Ken Smallwood, Health Media Network’s vice-president of sales and marketing.
Audience Composition
Of the 465 polled, 42% were patients, 39% were caregivers or other hospital visitors, 14% were other hospital employees, and 5% were nurses. Patrons reported visiting at least one of the three hospitals studied an average of six times per month.
Patients, caregivers, and other visitors reported visiting one of the hospitals on an average of three times per month. Employees reported visiting one of the hospitals on an average of 18 times per month.
About the study: Patients, caregivers, visitors and medical personnel were approached to participate in the survey as they exited hospitals. Three New York hospitals were chosen to conduct this study: Lincoln Medical and Mental Health Center, Elmhurst Hospital Center, and Coney Island Hospital. Arbitron completed 465 interviews from Tuesday, May 6, 2008 through Friday, May 9, 2008 during the hours of 7 AM to 9 PM each day. Respondents had to be 18 years of age or older and in the hospital for at least 30 minutes to participate.
