Healthcare advertising opportunities: shopping for new channels

How often do you go to the grocery store?

As the primary shopper for my family, I’m at the grocery store twice a week, spending over an hour total per week. I’m not alone. In 2012, consumers averaged 2.2 trips to the supermarket per week, spending an average of 41 minutes per visit.

I usually start by grabbing my trusty SUV (shopping utility vehicle), the shopping cart. It’s the perfect place to rest my purse, put the toddler and stow my groceries as I stroll down the aisles. Some have cup holders, and now many carry advertising messages as well.

Over the last twenty years, advertising has increased throughout grocery stores. There are ads on displays, banners, shelf-talkers, the back of receipts, pharmacy bags, and of course, shopping carts. And the advertising isn’t limited to items available in the store.

Recently we launched a campaign for a healthcare client and included shopping cart ads in the media budget. As part of an integrated campaign, rather than a stand alone effort, shopping cart advertising is a great way to increase frequency and reach of creative messages. Shopping cart ads can face either the driver of the cart or someone coming towards you in an aisle. Another advantage is that you can change up the creative every month.

Based on the statistics listed above, every family and more than likely the primary HEALTHCARE decision maker is exposed to this medium for over 80 minutes per week. Clearly, this is an underutilized opportunity to increase your brand exposure over a prolonged period of time.

What are some of the new channels your healthcare brand is using to build awareness with consumers?