TARGETED CONSUMER ENGAGEMENT FOR
HEALTH AND WELLNESS BRANDS
Pursuant Health’s platform puts your healthcare advertising in front of the right consumers at the right time. Our health screening kiosks in Walmart and Safeway pharmacies place us within 10 miles of 79% of the US population. Marketers can leverage our smart-kiosk technology to target audiences based on ailments, health conditions, and behavior, or take advantage of our full monthly reach of 45-60 million pharmacy shoppers to promote a more general message.
Pursuant utilizes a very unique health data partnership to extend our ailment targeting to digital channels, allowing us to deliver healthcare advertising campaigns across multiple screens and at multiple touchpoints throughout a consumer’s day.
Pursuant Health serves as a meaningful catalyst to increase consumer demand and product sales in the U.S. retail market by:
PROVIDING REACH THROUGH OUR WALMART AND SAFEWAY PHARMACY NETWORK:
The digital signage on the kiosk is located in a highly visible area of the pharmacy and is estimated to reach over 45 million shoppers per month. Because 81% of adults use Over-the-Counter medicines as a first response to minor ailments, and the average shopper makes 26 trips a year to purchase these products, marketers have the ability to deliver their message to a massive audience in a highly relevant, health-focused environment. For brands sold inside the store, this is the last opportunity to influence consumers before they make a purchasing decision.
IMPROVING BRAND AWARENESS, CONSIDERATION, AND INTENT TO ACT:
In a campaign effectiveness study, a Pursuant Health’s program for a prescription medication that treats Chronic Dry Eye (CDE) performed well for driving campaign recall and likelihood to speak to a doctor about the condition. In fact, compared to the control group, those exposed to the ad were three times more likely to have an awareness of the campaign. Also, 86% of those exposed said they were likely to speak to their doctor about the condition, compared to 62% in the control group.
DELIVERING TARGETED CONSUMER EDUCATION:
Advertisers can take advantage of the rare opportunity to directly message highly engaged consumers while they’re taking a health screening. All banner ad placements have 100% viewability and kiosk users can tap to expand for more info, giving a great opportunity for additional product education. Video ads play while blood pressure and BMI measurements are taken, ensuring a captive audience.
Our targeting capabilities on age, gender, ethnicity and more than 60 other attributes allow us to serve ads only to users who need your product, and your healthcare advertising budget is not wasted on those who don’t.
AMPLIFYING REACH AND FREQUENCY VIA DIGITAL PROGRAMMATIC ADVERTISING:
Using proprietary, first-party, HIPAA-compliant data, Pursuant Health can help brands reach precisely targeted online audiences via their desktop computers, tablets and mobile devices as an enhancement to an in-pharmacy program. Using this omni-channel approach, brands can message their target consumers wherever they are, building frequency for the campaign. Online, we’re able to filter for over 17,000 different attributes, including demographic, behavioral, and health-based factors. Geo-fencing allows us to serve different messages to shoppers when they’re inside the store versus when they’re at home on their computers.
PROVIDING INCREMENTAL DISPLAY AT RETAIL (WALMART AND SAFEWAY):
OTC and CPG brands can drive additional sales lift by utilizing merchandising racks on Pursuant Health kiosks for incremental product displays (pending retail buyer approval). With interest driven by kiosk media, shoppers can quickly and easily pick up the product after being exposed to your message.
t’s no surprise that healthcare is one of the 10 biggest categories for advertising spending in the U.S. But, did you know that marketing by screen accounts for more than $6.5 million (nearly 70%) of that healthcare advertising spend? There are many touchpoints ranging from smartphones to laptops to smart TVs that it’s worth taking a closer look at which of screens are the most effective.
Improve ROI for your health-focused marketing programs by reaching millions of Americans at the precise moment they are engaged with their health. Let us show you how. Contact Stephanie Myers using the contact form below.