Read time: 5 Minutes
Your waiting room has a captive audience, primed and ready to be entertained before and after their appointments. It’s a key time in the consumer journey when they’re open to new experiences and information, and they have the time to engage with it as well.
The question is, how do you actually capture their attention in a meaningful way?
Waiting Room Television
Studies show that the average consumer is exposed to up to 10,000 brand messages a day. 91% of consumers choose to watch screens, while only 8% choose to read leaflets. As a result, consumers are being far more selective about the media that they engage with – and the impact it has on their decisions.
Research has shown that TV is a far more effective media than posters and leaflets in engaging the consumer – indeed, its potential engagement is ten times higher than the more traditional print advertising. So make use of that space to provide bright, engaging, and interesting content that not only entertains the viewers, but educates them on what other services you can offer them.
What Content Should You Consider?
1. Standard Broadcast TV
Whilst popular with some practices, daytime TV isn’t concerned with oral healthcare or what the practice has to offer, meaning if has limited reach from a marketing or promotional perspective. The lack of control over content can also mean it’s an added cost without the educational benefit for patients.
2. Dental Video Content Providers
Many practices may choose to show an off-the-shelf DVD with generic information about treatment options. However, the more generic content will often result in ‘switch-off’, that moment when an engaged consumer gets bored and stops watching,
Research has shown, however, that whilst patients may watch the screen initially, after a short period of dental overload, they stop watching.
3. Produce Your Own Content
When looking at producing your own, bespoke, content, it’s key to consider cost, time, and just how professional will the output be. In order to ensure that content remains engaging, it needs to be fresh. Producing your own content continuously can often be costly and take time away from the day-to-day management and running of the practice.
4. Split Screen Content
With effects such as news feed ticker tapes, split screen content can appear to be an attractive solution to the ‘switch-off’ issue. However, keep in mind that split screens dilutes the messaging, distracting the view from the key messaging – will the viewers be watching what you want them to see?
An Easier Approach
In order to tackle these content dilemmas, SmileVision created a unique waiting room TV service, including complimentary digital marketing tools.
The SmileVision tool allows practices to select videos from an extensive library of dental-specific videos, and build their own channel of videos, personalised with promotions and images specific to the practice. There’s even a news, sport, and entertainment feed that’s updated daily and woven in to provide a mix of education, promotion, and general interest to keep viewers engaged.
Practices can refresh their channel and can choose to send videos to their prospective patients via email, or download and add them to the practice website and social media pages. With a 43% visible uplift in plan and treatment enquiries, SmileVision is a fully managed, flexible service that aims to help practices develop their patient-practice relationships and increase treatment uptake.
“SmileVision has helped increase my uptake of private treatment such as tooth whitening and dental implants, a great investment for any dental practice…I would highly recommend [SmileVision] to anyone.”
JD, Kilmarnock Dental Practice
To book a free, remote demonstration call 0207 993 3888, visit www.smilevision.co.uk or email the team on firstname.lastname@example.org