DIGITAL SIGNAGE IN OTOLARYNGOLOGY
By: William C. LeLiever MD, FACS, and FRCS(C)*
Imagine giving your patients lots of practice information while also increasing practice profits.
Enter the Digital Signage world for Otolaryngology!
Transform your ENT office into a digital experience. Eye catching, “can’t resist” media presentations capture your patients’ attention the minute they walk through the door. Share information about the doctors, products, patient education features and services that make your practice unique.
The Digital Signage industry is one of the hottest growth sectors sweeping the country. Traditional advertising is fast being replaced by internet and “point of service” marketing. Otolaryngology practices are not immune to market forces and we all recognize the need for practice promotion.
“Retailers aren’t dumb, if you’re in a retail environment two years from now that doesn’t have a video screen, it’s somewhat dated”
- Stephen Diorio, a partner with the marketing consulting firm Profitable Channels, Connecticut.
What is Digital Signage?
Digital Signage companies deliver up-to-the-minute, relevant content to your practice using dynamic motion graphic animation and a high-speed internet feed. The networks are managed supplying professional quality presentations and custom designed content.
These presentations are displayed on bright, wide, high-resolution HDTV screens. Split screen capability allows simultaneous presentations, and gives you access to an instant on-screen messaging system for announcements. Some of the networks are advertising based and others are private intended for practice branding.
The concept of using television displays in consumer environments has been around a long time. However, it is only with the recent proliferation of affordable flat panel monitors and network management that digital signage has become a marketing stronghold.
What is it like?
Digital Signage is not a TV broadcast with commercials. Specialty-specific content for ENT is produced for each practice and can be personalized with your practice logo to reinforce your identity. There is no sound with the presentations. When displayed in the waiting room or exam rooms, the message goes directly to your target audience - your patients.
Why Digital Signage in my practice?
Many otolaryngology practices are involved in retail. For example, they sell and service hearing aids, cosmetic products, botox, facial fillers and other services. Many practices want to promote their CT scanners and high tech diagnostic testing. Other practices want to promote patient education features and practice image. As a communications tool, digital signage offers the ultimate capability for delivering targeted messages.
“We saw a 400% increase in hearing aid sales since implementing the Mediplay system”
- Brad Brechtelsbauer – ENT surgeon in Greenville, North Carolina.
Most physicians are already part of the digital revolution with front office billing programs, and electronic medical records. The reach of digital technology is unstoppable. Digital Signage provides an extremely effective and efficient method of communication and has a huge impact on individual behavior. This industry in 5 years will be seen as a mainstream approach to information display in waiting room areas.
William C. LeLiever MD, FACS, FRCS (C)
* Otolaryngologist – Central Carolina ENT Assoc PA
** Chairman and Co-founder Mediplay Inc.
Contact at wleliever@aol.com