Kerala is fast becoming India’s healthcare hub with greater number of hospitals getting accredited and receiving recognition. It is estimated that more than 25 hospitals in Kerala have received accreditation from National Accreditation Board for Hospitals & Healthcare Providers (NABH). The increasing number of hospitals and healthcare providers makes way to a healthy competition among them to attract more people to their hospitals. Apart from the advertisements in newspapers and TV, the industry is also looking out the possibilities of Out-of-home (OOH).
With the evolution of healthcare with cutting edge technology, healthcare providers are turning to stronger advertising to help them stand out amongst competition. Billboards in a way help to maintain a heavy visual presence. OOH advertising does this by exposing a large population to your hospital, clinic, or emergency room. Specifically, digital billboards and LED signs are cost effective tools that allow all fields of the medical industry to communicate and engage with patients at an affordable price.
A study from the Journal of Healthcare Management researched the effectiveness of billboards for healthcare organisations and found that of 1,640 patients surveyed, 63.6% were influenced to visit the urgent care center (advertised in the study) becauseUnlike the others, the ad campaign was different as it were all discussing issues rather than simply advertising hospital facilities
How healthcare sector utilising billboards in Kerala
Leading from the front in exploring OOH possibilities in Kerala is Aster Medcity. Headquartered in Dubai, the Aster DM network now encompasses 19,593 employees, 2296 doctors with several JCI accredited Hospitals, clinics and Diagnostic Centres. The growth story of Aster is fascinating. The group’s healthcare marketing is one of the vibrant marketing campaigns in the state. The campaign “We’ll Treat You Well” with cheeky captions on the large green hoardings with caricatures was an instant hit.
The hoardings were both in English and Malayalam. Unlike the others, the ad campaign was different as it were all discussing issues rather than simply advertising hospital facilities. Sample this- one hoarding read “Overtake Stress.” Just two words and a caricature of a healthy man riding his car. The latter part of the hoarding featured Centre of Excellence in Cardiac Sciences at Aster Medcity along with a hash tag #myheartmatters. Another one was about the Centre of Excellence in Gastroenterology & Integrated Liver Care at Aster Medcity. The hoarding featured a politician apparently understood from his dress, making a promise to people during the election time. “An airport in every panchayat if we win!” The smaller text next to it read: “Difficult to digest?” The ad indicated the wing of Centre of Excellence in Gastroenterology & Integrated Liver Care at Aster. Similar ads introducing each departments of the hospital were noteworthy and eyecatching. With thought provoking idea and particular colour, the billboards caught the attention of all passengers. There is no doubt that it has helped them considerably to take the brand name to the mind of many people. The billboards has played a major role in taking the brand name across the length and breadth of the state which commencedEven the Directorate of Health Services of different states indulge in billboard advertising about precautionary measures to prevent diseases during monsoon season
Rajagiri Hospital at Aluva is another hospital which has depended on billboards to take their brand into common people. Opened just two years back, it took several billboards in the state to announce the facilities of the hospital. Different billboards carried the world class features offered at Rajagiri Hospital. Following the trend Amrita Institute of Medical Sciences at Kochi also extended their presence by coming up with several billboards. To announce the opening of Amrita Fertility Centre back in September last year, it took billboards across several locations in the state. Apart from this several IVF clinics across the state engage in billboard advertising. Cimar, an IVF hospital and fertility clinic in Kerala, India, for infertility treatment which has got clinics at Kochi, Edappal, Thiruvalla, Coimbatore and Dubai use the possibilities of OOH to effectively reach their target audience and to increase the presence. ARMC IVF and Lifeline Hospitals are among the many healthcare providers who actively use billboards.
The effective tool
Hospitals and clinics have used digital billboards to introduce newborn babies, new technologies and improvements, donor stories, or to advertise a new hospital wing. We’ve also seen health professionals using billboards to target audiences such as cancer patients, concerned parents or aging adults. While each of these messages differs, they each act as a cohesive part of the hospital or clinic’s overall dedication to their patients. No matter what you need to communicate to the public, billboards can strengthen your overall media mix, and as a result, strengthen both your brand and your relationships with your patients.
Targeting particular audiences can be used in the instance of an advancing season also. In India, the advancement of monsoon is also a time when the number of patient fall increases in the hospitals. Even the Directorate of Health Services of different states indulge in billboard advertising about precautionary measures to prevent diseases during monsoon season. No matter who your audience may be, billboards are great for advertising new locations, procedures, or technologies.