Article

Cardinal Health launches ad-based digital signage network in retail pharmacies

The network, free to deploying pharmacies, to offer both ad and education content to millions of waiting customers.  

August 11, 2009

Cardinal Health today launched an in-store digital signage network to reach customers in pharmacies while they wait for prescriptions. Cardinal Health said in a release that the network will give pharmaceutical, over-the-counter, consumer health and other product manufacturers a venue to run both advertising and educational content in Cardinal's nationwide franchised pharmacies.    Named the Pharmacy Health Network, 32-inch LCD screens and health content will be made available to more than 5,000 independent retail and franchised pharmacies served by Cardinal Health throughout the United States.   Respario Digital Advertising Group of Dallas, Texas, will manage the technology, content and ongoing management of the program, as well as the installation.

"The goal of Pharmacy Health Network is to help pharmacists and advertisers connect with health-conscious consumers when they visit their local pharmacy and educate those customers with relevant information at the point-of-influence," said Ian Stone, chief experience officer of Respario. "The typical consumer visits their pharmacy more than once a month to access professional, personalized and useful advice. The Pharmacy Health Network aims to augment this relationship by delivering programming."

The network is being powered by Real Digital Media's NEOCAST, an integrated suite of software-as-a-service products for building and managing digital signage networks.

"The launch of Pharmacy Health Network is an exciting event that represents the efforts of three companies working collaboratively to establish the objectives, requirements and metrics required for digital signage success," said Ken Goldberg, CEO of Real Digital Media. "Cardinal Health's involvement as owner of the network is a significant development for digital out-of-home advertising. Their longstanding relationships with various suppliers will greatly benefit Respario's efforts to engage media planners and agencies seeking to take advantage of an advertising outlet dedicated to the health and wellness segment."

In addition to ad content, the Pharmacy Health Network content will also narrowcast health and wellness segments from the NBC Digital Health Network and local and national weather information from AccuWeather.com.

Pharmacies will also have a certain amount of local control over the content, so that each location can promote specific in-store specials, health screenings, community events and more.   "The Pharmacy Health Network is a win-win for both independent retail pharmacies and manufacturers," said Jeff Foreman, vice president of strategic purchasing for Cardinal Health. "Retailers benefit because the network will help to educate, engage, and offer savings to their patients. Advertisers get the opportunity to reach millions of potential customers right at the point-of-purchase."   The network is currently being offered free of charge to retail pharmacies. This includes complimentary installation and ongoing maintenance of screens, as well as a targeted audio system. The only items required to participate are electrical power and a shared high-speed Internet connection.

Pharmacies agreeing to participate in the network are also being given a custom brochure rack to provide pharmacy customers with easy access to health-related materials, coupons, brochures, business reply card and other promotional and educational materials.

"The Pharmacy Health Network is a great example of collaboration for the benefit of all parties: relevant, timely content for consumers at an important wait point in the pharmacy, content and a revenue and marketing source for independent retailers, and a channel for manufacturers to reach consumers in stores," said Nikki Baird, managing partner at Retail Systems Research. "RSR's research has shown that when everyone works together on in-store marketing programs, the end result is far more valuable for everyone involved, including consumers."