The What and Why of Digital Signs in Hospital and Healthcare Marketing

Printed posters and static signs have evolved to a digital format that’s attention getting and versatile. And digital signage is an affordable and cost effective marketing tool that should not be overlooked.It’s a significant lost opportunity for many medical and healthcare offices, hospitals and clinics. Interior signagein particular is one of the most versatile and cost efficient tools in your healthcare marketing toolbox.We discover unique uses for digital signs all the time, but here are some of the most common—and often overlapping—application categories:

Brand & Brand Building – Every sign communicates a message of importance to the viewer (patient, visitor, guest, public and/or employees) and is part of the brand for the facility, practice or business…and it can play a role in growing the professional reputation of individuals. Beyond graphics and content, the presence of the technology itself is a brand message.

User Experience – Providing directions (way finding), instructions, wait times, entertainment and/or timely updates can enhance the visitor’s experience in positive, productive and timesaving ways.

Public Safety & Education – Information and instructions about health care and healthy living are natural content materials. News, weather and community news can be informative. Plus public safety information such as emergency instructions, fire exit directions or construction advisories can be vitally important.

Marketing, Advertising & Public Relations – Timely messages can be general in nature, or focused to a specific audience group or demographic. These could include, for example, promotional messages, public recognitions and charitable, community, fund raising or health events.

Physicians, Staff, Management – Systems directed to your internal public groups or departments can communicate operational, administrative and policy updates quickly throughout the organization.

The obvious starting point is where public and patients are most likely to see digital signs, such as lobbies, reception areas and main entrances. The content must be interesting and compelling. And as idea starters, here are some additional application examples we spotted in our research:

  • Educational events, medical news, and administrative information in doctor lounge areas;
  • Individual recognitions, safety data, HR and employee benefits in break or lunch rooms;
  • Cardiac care and weight management services presented in radiology department waiting room (and other cross-department promotional messages);
  • Greetings and welcome messages from medical center board chairman;
  • Emergency notification and communications for the facility and among departments;
  • Provider biography pictures and profiles, including specialties and programs;
  • Smaller screens in or at elevators, parking areas and conference centers;
  • Personal health station kiosks for patient interactivity and EHR;
  • Lecture halls, training classrooms, community events;
  • Multi-lingual, hearing impaired and interactive/touch screen applications.

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Two hospital TVs