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Pursuant Health survey: Kiosks offer big marketing opportunity

Pursuant Health’s recent assessment of the effectiveness of campaigns reaching Walmart shoppers through its kiosks has revealed a big marketing opportunity for brands. The consumer health engagement company, which has 3,400 health screening kiosks in locations that include Walmart and Safeway, partnered with Traditional Medicinals Teas to survey patients who lived or worked with 15 miles of a Walmart store where the company’s campaign was displayed.

Among patients who had visited a Walmart pharmacy, 94% said they recalled seeing a health kiosk, and of those, 91% said they recalled the TV screen above the kiosk, with 93% saying they remembered its touch screen. Among those, 73% said they recalled the Traditional Medicinals Teas advertisements.

Pursuant Health said that the patients who watched the TV screen and/or the touch screen watched for an average of four minutes — which it said was notable because 65% of consumers skip online video ads, according to a recent report from IPG Mediabrands’ Media Lab.

Pursuant Health vice president of advertising sales Stephanie Myers said that the pharmacy setting offers marketers a unique opportunity, particularly given the pharmacy’s role in the healthcarere continuum.

“There are several obstacles that prevent the majority of Americans from seeing a doctor, making the pharmacy a critical point of care,” she said.
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