Your Patients and Visitors Are Already Engaged

Healthcare environments naturally create opportunities for communication.

Patients arrive for appointments.

Visitors wait for family members.

People move between buildings and departments.

Staff members interact with the facility throughout the day.

Community members pass healthcare locations every day.

These moments create opportunities to communicate information that might otherwise be overlooked.

The opportunity isn’t simply to display information. It’s to make the right information visible when it matters.

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Make Important Information More Visible

Healthcare organizations communicate an enormous amount of information.

Services.

Appointments.

Programs.

Events.

Health education.

Community initiatives.

Operational announcements.

Much of that information competes for attention through printed materials, websites, emails, and traditional signage.

Dynamic visual communication provides another channel.

It can help bring important messages into the physical environment where patients and visitors are already present.

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Help Patients Understand More About Your Services

Patients don’t always know everything their healthcare provider offers.

Someone visiting for one service may not realize that the organization also provides:

• Specialty care
• Diagnostic services
• Wellness programs
• Rehabilitation
• Preventive care
• Community health programs
• Additional locations or services

Real-time visual communication creates opportunities to introduce those services in a simple, accessible way.

The patient doesn’t have to know what to ask about before you have an opportunity to make them aware of it.

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Health Education at the Point of Attention

Healthcare organizations have an important role beyond providing treatment.

They educate.

That education can take many forms:

• Preventive health information
• Seasonal health reminders
• Wellness programs
• Community health initiatives
• Screening information
• Public health awareness
• Educational events

Visual communication can help bring those messages into the everyday environment.

A useful message doesn’t necessarily need to generate a transaction.

Sometimes its value is simply helping someone make a better-informed decision.

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Improve the Patient and Visitor Experience

Healthcare environments can be complicated.

Patients and visitors may need to understand:

Where do I go?

What’s happening today?

What services are available?

Where is the event?

What should I know before my appointment?

Dynamic displays can supplement other forms of communication by providing timely information where people naturally look for it.

Depending on the application, visual communication can support:

• Wayfinding
• Announcements
• Event information
• Service information
• Visitor information
• Facility updates
• General communication

The result can be a more informed and connected environment.

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Communicate Beyond the Building

Healthcare organizations are also important community institutions.

Their physical locations can provide opportunities to communicate with people who may never enter the facility.

Outdoor visual communication can help promote:

• Community health programs
• Educational events
• Screening opportunities
• Public health initiatives
• New services
• Community partnerships
• Important announcements
• Organizational awareness

The message can reach people before they become patients.

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Reach People at Different Points in Their Journey

Healthcare communication isn’t limited to the waiting room.

Approaching the Facility

People may be deciding where to go or looking for the appropriate entrance.

Opportunity: provide orientation and reinforce awareness.

Entering the Facility

Patients and visitors are transitioning into the healthcare environment.

Opportunity: communicate useful information and services.

Waiting

People often have time to absorb information.

Opportunity: provide education, service awareness, or community information.

Moving Through the Facility

Patients and visitors encounter different departments and services.

Opportunity: provide directional and contextual information.

Leaving

The interaction doesn’t necessarily end when the appointment does.

Opportunity: reinforce services, programs, educational resources, or future opportunities.

A thoughtful strategy considers the entire communication journey.

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More Than Healthcare Advertising

Not every message should promote a service.

In fact, some of the most valuable healthcare communication may have nothing to do with selling.

A display can:

Inform

Provide important announcements and updates.

Educate

Share useful health information.

Direct

Help people navigate the environment.

Promote

Increase awareness of services and programs.

Reinforce

Strengthen awareness of the organization’s role in the community.

Engage

Create interest in events, initiatives, and educational opportunities.

The same communication asset can serve multiple purposes.

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Make Communication More Timely

Healthcare information changes constantly.

Programs begin and end.

Events are scheduled.

Seasonal health concerns emerge.

Services change.

New facilities open.

Community needs evolve.

A static communication system can make it difficult to keep information current.

Real-time visual marketing allows messages to change as the circumstances change.

What’s relevant today doesn’t have to remain on the screen tomorrow.

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The Economics of the Opportunity

Healthcare visual marketing isn’t necessarily measured through immediate sales.

The value may come from several different outcomes:

Greater service awareness

Patients learn about services they may not otherwise know exist.

Better communication

Important information becomes more visible.

Improved patient experience

Visitors receive useful information where they need it.

Community engagement

Programs and initiatives reach more people.

Brand awareness

The organization remains visible within its community.

Operational efficiency

Dynamic communication can reduce dependence on repeatedly printing and replacing certain informational materials.

The appropriate measures depend on the organization’s objectives.

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Built Around Your Healthcare Environment

Healthcare organizations are diverse.

A hospital campus has different communication needs than an outpatient clinic.

A specialty practice has different needs than a regional medical center.

A medical office building has different opportunities than a community health facility.

The appropriate solution depends on:

• Facility type
• Property layout
• Patient and visitor traffic
• Viewing distances
• Indoor and outdoor environments
• Communication objectives
• Regulatory considerations
• Content requirements
• Community role
• Measurement goals

The environment determines the application.

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Technology Should Follow the Communication Need

Depending on the environment, a healthcare organization might benefit from:

• Exterior freestanding LED displays
• Monument-style displays
• Building-mounted displays
• Interior digital displays
• Wayfinding displays
• Multiple synchronized displays
• Networked communication systems
• A combination of display types

The technology should be selected based on what needs to be communicated, where it needs to be seen, and who needs to see it.

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Content Is Part of the Solution

Healthcare communication requires particular care.

Effective content should be:

Clear
People should understand the message quickly.

Accessible
Communication should be easy to see and comprehend.

Relevant
Information should serve a genuine patient, visitor, or organizational need.

Timely
Messages should reflect current programs and circumstances.

Professional
Content should reinforce the trust associated with the healthcare organization.

The display is simply the delivery mechanism.

The communication strategy determines its value.

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From Signage to Communication Infrastructure

A traditional sign may identify a facility.

A real-time visual marketing asset can help the facility continually communicate:

Who you are

What you provide

What’s happening

What people need to know

How you serve the community

That makes the display part of a broader communication strategy rather than simply another piece of signage.