|Cardinal Health’s Digital Advertising Network Gains Momentum||| Print ||
Since launching the Pharmacy Health Network last August, Cardinal Health has signed up more than 650 retail pharmacy locations. The health network streams advertisements and educational content to flat-panel LCD screens placed in the pharmacy. This gives advertisers the opportunity to target consumers while they wait for their prescriptions.
Current advertisers are Bayer HealthCare Diabetes Care, Upsher-Smith, Novartis Consumer Health, and Salix Pharmaceuticals.
"We're thrilled by the overwhelmingly positive response the Pharmacy Health Network has received from both advertisers and retail pharmacy customers," says Jeff Foreman, VP of strategic purchasing for the company.
The network also features professionally produced health and wellness segments from the NBC Digital Health Network, as well as the FDA and other government health agencies. Another feature is the national weather modules provided by AccuWeather.com.
Discount Drug Mart is one user of the service. Tom Nameth, director of pharmacy operations for the chain, says that the directional speakers are another strong feature. "They ensure that customers can clearly hear the information presented on the LCD screens without interfering with the pharmacy's functionality," he says. Nameth also finds that the promotion of over-the-counter and other health-related products has proven helpful in driving sales.