A case in point: some examples from our research
“The on-screen advertising was so successful that the largest corporate chain of dentists in the UK added our product to their consumables stock list!”
- by Senior Brand Manager, UK Market Leading FMCG brand January 6, 2010
These brief examples give you an insight into patients’ propensity to watch the screens, and the effects the on-screen promotions have on their brand recognition and on sales.
Let’s talk about how they could boost your education campaign, too.
Example 1: change in purchase behaviour and brand recall
Product surveyed: Market leading electric toothbrush brand
Period: July to August 2010
No. of practices monitored: 60
No. patients interviewed: 1200
Methodology: Exit interview on leaving the surgery
Results:
- 87% watched the Intentor screens
- Purchase intent was more than twice as likely in locations with screen advertising
- Screens driving implied recommendation: 60% believe their dental professional is recommending the products on screen
- Screen advertising is proactively driving over a fifth of patients to immediatelty enquire about advertised products
- Unprompted brand recall was close to double in practices with screen advertising
Example 2: recall and experience
Products surveyed: Market leading toothpaste brand
Period: September to November 2009
No. of practices monitored: 50
No. patients interviewed: 1,000
Methodology: Exit interview on leaving the surgery
Results:
- 89% watched the Intentor screens, compared with 7% who noticed posters and 9% leaflets
- 80% recalled seeing an advertisement for practice treatments, 89% recalled product information, 95% recalled educational messages. 95% watched the film clips
- 85% said the screens helped alleviate the boredom of waiting
- fewer than 5% were not interested!
- 50% indicated they would change their purchasing behaviour
- over the five brands an average 66% recalled seeing the product in practices with screens, compared with fewer than 8% recall in practices without screens.
A separate, seven-month study across 150 practices for a mouth rinse brand showed a 47% increase in sales