Digital billboards, institutionally-owned and operated, supply one such opportunity, pairing a state-of-the-art, uniquely-capable advertising medium with the excellent locational characteristics possessed by many healthcare establishments. Opportunities affording enriched communications with patients should continually be sought by health and medical entities. This article profiles the development of Willis-Knighton Health System’s new marketing communications asset and offers advice for healthcare establishments desirous of placing digital billboards onsite to better connect with patients. This particular train of thought ultimately led to the installation of digital billboards at several of its locations. They surmised that, with Willis-Knighton Health System’s campuses being positioned in highly-visible fashion along highly-transited roadways, the institution could deploy this relatively new roadside advertising innovation to better engage audiences. In pursuit of communications excellence, Willis-Knighton Health System’s executives reflected on campus dynamics in the context of modern outdoor advertising technologies, namely, digital billboards, which present electronic advertisements on-demand, around-the-clock. Pursuits usually center on addressing the marketing communications mix properly, but in order to maximize communications prowess, attention also should be directed toward incorporating emerging communications innovations, when and where possible, to bolster opportunities to connect with patients. Given the importance of communicating effectively with current and prospective patients, healthcare institutions must direct considerable energies toward achieving associated excellence.
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