Cardinal's advertising network drives consumer action, Nielsen study finds
DUBLIN, Ohio — A digital advertising network for retail pharmacies set up by one of the country's largest healthcare services companies appeared to be effective in marketing products to consumers, according to a new study.
Nielsen released results of an audience-research study Wednesday showing that Cardinal Health's Pharmacy Health Network, which streams advertisements and educational content on flat-panel LCD screens in retail pharmacies, encouraged customers to discuss products and brands with their pharmacists and physicians and take materials from brochure racks accompanying each Pharmacy Health Network screen. The network had more than 1.2 million advertising exposures over a four-week period, according to Nielsen.
"Consumers are taking action and talking with their physicians about products they learn about on our network," Pharmacy Health Network senior manager John Disher said. "Pharmacy Health Network has received an overwhelmingly positive response from advertisers and consumers alike, and we look forward to expanding the number of stores and advertisers that participate in the program."
According to the study, more than 80% of respondents rated the network's content as "excellent" or "good," while almost 90% found it informative. About half said they felt encouraged to discuss products or brands with their pharmacists, while 16% later discussed them with their physicians, and 11% purchased products they had seen advertised.