Those who go to a hospital typically do so for several hours. This is either because they are waiting for treatment or because they are accompanying a family member or friend. People are sat in a room, completely available for any communication that might help them pass the time.
Hospitals have the power to reach:
According to data from the INE (National Institute of Statistics), in 2021, approximately 30 million medical procedures were performed in a hospital setting. If we consider that more than 40% of patients are accompanied by a family member or friend, and to this add hospital staff and healthcare professionals, in 2021 there were already over 45 million visitors per year. It is projected that, by 2024, the annual hospital attendance could reach 50 million people.
Conclusions from the Consumer Choice study: "Users and advertising in healthcare facilities"*
* conducted with 784 users in 23 private and public healthcare units across the country
56% are accompanied to appointments.
88% expect to wait less than an hour for their appointment.
50% use mobile phones to access social media, play games, or read the news.
17% chat with other patients or family members.
57% look at advertising screens every 2 to 5 minutes.
50% recall having been exposed to advertising in that environment.
69% pay attention to the adverts displayed, mainly due of their content.
78% claim that adverts on screens in waiting rooms infuences their purchasing decision.
56% claim that after seeing an advert, they immediately search for information about it.
89% claim that adverts on screens in waiting rooms do not cause discomfort. On the contrary, they inform, help to distract, reduce the perception of waiting time and relieve stress.
