It's never a "good" time to get hurt, but we can tell you when it's a good time to visit the hospital. Last May, I wrote a post outlining some creative ways for hospitals to utilize digital billboards. One of the options I mentioned was to use a live feed to broadcast the current wait time in the emergency room. Brandon Regional Hospital has been broadcasting ER wait times on their website for some time, but now they are using Clear Channel's digital billboards to broadcast the info to thousands of commuters every day. The campaign showcases one of outdoor advertising's greatest strengths: the ability reach a convenient, susceptible consumer.
HCA, the parent company of Brandon Regional Hospital, is pairing the billboard campaign, with a text message service that will deliver the info directly to your cellphone. Simply text "ER" to 23000 to receive the current wait times for the 3 nearest hospitals. HCA spokesperson Ed Fishbough said the company has been "very pleased" with the results of the ad campaign.
Today's consumer wants access to information on-demand. Blackberrys and iPhones are making that kind of information increasingly obtainable, but as we all know, texting while driving is not recommended. Marketers are discovering that digital outdoor advertising can deliver the same kind of relevant content while people are away from home and active in the marketplace.
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