Hospital advertising and the healthcare industry has been growing increasingly competitive in recent years. Hospitals must now implement cutting-edge marketing strategies in order to attract and retain patients. Unfortunately, many hospitals have failed to stay abreast of changes in the marketing landscape in recent years, meaning they may not be reaching as wide an audience as possible.
Today’s marketing world prioritizes inbound digital marketing to a large degree. Yet outbound tactics can still yield huge results when implemented correctly. One of the most effective places for hospital advertising is on supermarket hand sanitizing billboards. Here are three key reasons why your hospital should invest in this innovative form of marketing.
People Go to the Supermarket — A Lot
Online shopping has drastically altered much of the retail landscape. Yet supermarkets have escaped this societal transformation relatively unscathed. In fact, a whopping 92% of people still do their grocery shopping at a physical store. What’s more, on average those people visit the supermarket 1.6 times per week.
That adds up to over 80 trips to the supermarket every single year. Few other retail locations can boast that kind of frequency, making supermarkets an effective place to place advertising. A well-implemented supermarket ad campaign leverages those repeat visits in order to boost consumer awareness of your hospital and its service lines.
Hand sanitizing stations are particularly well placed for effective advertising, being one of the first things a visitor will see as they enter the supermarket. This gives you a chance to speak directly to potential customers before their attention has been dulled by the multitude of other marketing schemes inside of the store.
Wellness and Hospitals Go Hand in Hand
Theoretically, any business could profit by advertising on a hand sanitizing billboard. The high frequency of grocery store visits and excellent in-store placement discussed above make for some of the most valuable advertising real estate on the market. Yet hospitals, in particular, can gain an extra advantage by tying their ad campaign to a hand sanitizing station.
Hand sanitizing stations act as strong signifiers of wellness, giving consumers a way to protect themselves against E. coli and other potentially dangerous pathogens lurking in the grocery store. This core identity synergizes perfectly with the values that people naturally associate with hospitals. This allows you to foster an extra degree of customer engagement.
This engagement is boosted further by a natural tendency on the part of consumers to trust advertisers who tie their brand to wellness. In fact, a study conducted by Arbitron found that 94% of respondents implicitly trusted brands which sponsored wellness. Ultimately, this goodwill acted to boost consumers’ recall rate of the relevant advertising.
Hand Sanitizing Billboards Are Highly Cost-Effective
Traditional outbound advertising strategies—including things like highway billboards, mailers, and television ads—tend to be quite expensive. Advertising on a hand sanitizer billboard, by contrast, presents a far more cost-effective strategy. The CPM on a hand sanitizing sponsorship may end up costing a hospital as little as $1.
Generally speaking, that makes hand sanitizer billboards about five times less expensive than other out-of-home ad tactics, and twenty times less expensive than television advertising. Best of all, your hospital doesn’t need to do anything special in order to sponsor a station, aside from providing artwork.
Advertising by means of hand sanitizer billboards may be a relatively new technique, but it has quickly been embraced.