A case in point: some examples from our research
““As public sector budgets are squeezed we need to look for more and more ways to get ‘better bang for buck’. These screens in dental practices provide just that – they’re easy to set up, really effective and far cheaper, eyeball for eyeball – than any other medium.””
- by Dental Commissioning Officer - NHS Surrey 12 April 2010
These brief examples give you an insight into patients’ propensity to watch the screens, and the effects the on-screen promotions have on sales.
Let’s talk about how they could boost your education campaign, too.
Example 1: sales effect, dental treatment
Treatment surveyed: Teeth whitening procedure
Period: Six months to September
No. of practices monitored: 150
Results:
- 41% increase in whitening treatments during periods of Intentor screen promotion
Example 2: recall and experience
Products surveyed: Four well-known brands: electric toothbrush, toothpaste, chewing gum and mouthrinse
Period: August to July
No. of practices monitored: 160
No. patients interviewed: 3,400
Methodology: Exit interviews on leaving the surgery
Results:
- An average of 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 four brands an average 66% recalled seeing the product in practices with screens, compared with fewer than 8% recall in practices without screens.
Example 3: sales effect, mouth rinse product
Product surveyed: Branded mouth rinse
Period: 7 months - June to December
No. of practices monitored: 150
Results:
- An average of 43% increase in sales of advertised product during the periods of screen advertising
- Associated branded products also increased by 28% during the periods of screen advertising