Pharmacy Digital Advertising Equals An Up Selling Opportunity

Pharmacies are the next wave of businesses that are looking to invest in digital advertising

, discover the methods they are using.

Why Pharmacies are deploying dynamic advertising.

This is a brand of customer service where chemists and patient interactive and occasionally it is of a private nature, now chemists are utilizing electronic signage for two very clear reasons. They will function on two fronts, firstly as an information system and secondly as an opportunity to up lift sales. When have you been to the doctor for vaccinations for a holiday and you need to purchase some Malaria tablets? The most convenient solution is to call on the chemist adjacent to the doctors or near by, to buy the relevant products.

When you enter the chemists the pharmacist takes your prescription and scans it, this then places you in a wait queue (there is nothing more frustrating than hanging around the till waiting for your completed prescription.) This queue list is electronically updated on 36" LCD displays throughout the drug store so that you can see from any where in the shop when your prescription is ready to collect this works as the customer information part of the project.

The second part is to up sell and the best time to up sell is during the holiday season ranging from May to September and don't forget Christmas.

How do they up sell?

Throughout the vacation season for example people will get check ups at the doctors or vaccinations for a vacation, so when they visit the chemist to collect their medication they may see digital advertising, marketing products such as sun screen, power adapters, flight pillows and flight socks (that go towards preventing DVT on long haul flights.) Most people will see the adverts and make the purchase so they do not forget to have them for the holiday (1 less thing to remember).

The same can be said for Christmas, one drug store retail chain actually prints their own Christmas full colour catalogue offering very unique gifts and using this medium, when less mobile people go to the chemists they see the adverts and can then buy gifts for their family rather than having to plan another journey into town at a later date, this is ideal for our senior community as well as young mums who are having their babies checked.

How is it done?

The bar code scanner scans the relevant data and extracts it through the terminal, such as the customers name and then passes the data to a standalone media player, this media player holds the content for the digital adverts and inserts the customers to the queue list, once the patient collects the prescription their name is then deleted from the list.

On the LCD screens (commercial grade displays), the display is split into zones, these zones display news feeds at the bottom with the main content in the largest zone, this main zone displays the information commercials and when a prescription is ready to collect the customers name replaces the digital ads with large letters, so everyone can see who is being called, now for the visually impaired - audio can be integrated into the solution so when the name is displayed, it is also announced.

Pharmacy Digital Advertising Equals An Up Selling Opportunity

By: Graham Gallagher

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