DUBLIN, Ohio — A recent audience-research study conducted by Nielsen found that among Cardinal Health's digital advertising network for retail pharmacies, called Pharmacy Health Network, half of viewers surveyed (49%) indicated that they felt encouraged to discuss a product or brand they had seen on Pharmacy Health Network with their pharmacist, and 48% indicated that after seeing ads on Pharmacy Health Network, they felt motivated to discuss those products or brands with their physicians.
"This study again confirms that consumers consider advertising messages on Pharmacy Health Network to be informative and highly credible, and that ads on our network drive action by encouraging consumers to talk with their pharmacists and physicians about products they see on our network,” stated John Disher, senior manager of Cardinal Health’s Pharmacy Health Network. “As our network continues to receive a positive response from advertisers and consumers alike, we look forward to expanding the number of stores and advertisers that participate in the program."
“The Pharmacy Health Network provides a perfect digital inter-medium between my patients and their much-needed counseling,” commented Justin Ceravolo, pharmacist and assistant pharmacy manager at Cypress Pharmacy in Fort Myers, Fla. “I have seen an increase in sales, as well as an increase in patient comfort with speaking to the pharmacist, which can be attributed substantially to the educational content aired while the patients wait for their prescriptions.”
As many as 63% of viewers recalled advertisements on Pharmacy Health Network; and 91% of viewers indicated that the Pharmacy Health Network was informative; while 74% indicated ads are more believable when viewed in a pharmacy.
Approximately 13% of consumers who have seen ads on the Pharmacy Health Network have purchased those products or brands. The average audience dwell time in proximity to the screen is just under twelve minutes.
Pharmacy Health Network broadcasts advertisements and educational content to flat-panel LCD screens placed in retail pharmacies, enabling advertisers to target consumers while they wait for prescriptions to be filled. Nielsen interviewed consumers as they were leaving Pharmacy Health Network locations. The study revealed that 94% of those surveyed said that their pharmacist or physician was their primary information resource when researching health and wellness products.