Point-of-care advertising companies place health messages on screens where people receive care or make health decisions, such as pharmacies, doctors’ offices and clinics. If you market a health plan, wellness product, clinic or public-health program, these networks can put your message in front of the right people at the right moment.
Networks differ a lot in where their screens are, who they reach and how they report results. Use these nine questions to compare point-of-care advertising companies and pharmacy ad networks. For background, read what point-of-care advertising is and why the pharmacy counter works.
1. Which venues are in the network?
Pharmacies, doctors’ offices, clinics and hospitals reach people at different moments. Pharmacies reach a broad everyday audience; specialty clinics reach narrower groups. Choose the venue type that matches your goal.
2. Where exactly are the screens?
Ask for a location list by neighborhood or ZIP code. A national network may have few screens in your market. A local network may give you deeper coverage in the neighborhoods that matter.
3. Where are the screens placed in the venue?
A screen at the pharmacy counter, where people wait, gets more attention than one in a corner. Window screens also reach people on the sidewalk.
4. Who is the audience?
Ask how the network describes its audience and how it estimates impressions. In a city like New York, also ask about the languages spoken in the neighborhoods you are targeting.
5. How can I target campaigns?
Look for targeting by geography, venue type and time of day, so you can line campaigns up with flu season, open enrollment or a local clinic opening.
6. Can I buy programmatically?
If your team or agency buys media through a demand-side platform (DSP), ask whether the network’s screens are available there. Programmatic DOOH lets you manage point-of-care screens alongside your other digital campaigns.
7. What proof of performance will I get?
At a minimum, ask for proof-of-play reporting that shows which screens played your ad and when. Ask what other measurement the network supports.
8. How is creative reviewed?
Health advertising can carry legal requirements. Ask how the network reviews creative and what your compliance team needs to approve before launch.
9. What are the creative specs?
Screen orientation, resolution and ad length vary between networks. Our screens use portrait 1080 × 1920 creative. See our screen and ad specs.
Point-of-care advertising in New York City
NYC Digital Screens runs HD screens at the counter and in the windows of independent pharmacies and neighborhood stores across New York City. Campaigns can target by borough and neighborhood, can be bought direct or programmatically, and include proof-of-play reporting. See pharmacy advertising in NYC.
Get on screen in New York
NYC Digital Screens runs HD screens in pharmacies, delis, barbershops and salons across New York City. Reach shoppers at the point of purchase, targeted by neighborhood. Call (800) 293-5583.
