When I saw the numbers on digital out of home (DOOH) advertising—numbers like 33% better performance compared to print advertising according to Nielsen—I was understandably skeptical. Despite the fact that my company runs DOOH ads in veterinary practices, and despite having confidence in our system, I wanted to know more about how DOOH functions in the veterinary environment. To get a better sense, our CEO, our veterinary advisors, and I put together a simple 60-day test program in three of our hospitals to see how placing a call-to-action type message on our digital signage systems would affect sales.
The results were, frankly, surprising. Within 60 days, year over year sales of our selected product (a feline heartworm preventive medication—notoriously hard to sell, especially in the winter) had risen from 114% to 142%—triple the lift generated by an ongoing staff awareness campaign being run by the national hospital group that owned the participating hospitals. We could not have hoped for much better out of our first trial with the system.
Though we were pleasantly surprised by our results, perhaps we should not have been. Our results seem to support the findings of top research firms that digital signage is a better medium for marketers to spread their message at the point of purchase than any other—including, as our trial shows, staff awareness campaigns. Informing the clients informed their demand, and the vets followed suit, writing more scripts for this specific feline heartworm medication. In turn, the vets did more business and, more importantly, did better medicine. Who can argue with that?
To learn more about our trial, you can download the study at:
About Pet Cause Media
Headquartered in Central Massachusetts, Pet Cause Media is the national leader for improving veterinary practice outcomes using data. Smart Outcomes™ is a portfolio of integrated client outreach technologies for veterinary offices that focus on just-in-time messaging. Veterinary staff are made aware of products, procedures and best practices to discuss with management, trainers and product reps. Pet owners, while in a “pet frame of mind”, are presented with contextually-relevant information to discuss with veterinary staff. Benefits include increased compliance, improved pet health outcomes, and elevated practice revenues. Visit PetCauseMedia.com for more details. Follow Pet Cause Media on Facebook and Twitter.