Advertising at the point of care
Special Advertising: Following the poster campaign, the TV commercial is set to air in hospitals. The Swiss pilot phase will begin this fall.
Special advertising After the poster, the TV commercial moves into the hospital. The Swiss pilot phase will start in autumn, and cynics will recognize the advantage: if you are lying in a hospital bed, you can't go and get a beer during the commercial break. The ambient media marketer Projekt GmbH believes in the success of its new offer, the Klinik Info Kanal (KiK-TV), for other reasons. Hospital television promises benefits for everyone involved and the program is to be shown in clinics throughout Switzerland. Every patient can receive it free of charge directly at their bedside via the internal network. It contains news, health information and entertainment of a gentle kind. "We offer a life-affirming program that is intended to encourage patients," says KiK spokesperson Ilona Krämer. There will be no Schwarzenegger on the channel.
Local spots arrive
TV commercials, on the other hand, do exist. In order not to bore patients, they are limited to eight minutes per hour. There is no interstitial advertising. KiK-TV is particularly suitable for local advertising customers, says Mathis Felsche, co-owner of Projekt GmbH: for example, the flower store around the corner or the therapist in the neighborhood. Thanks to this direct link to the local area, the advertising is well accepted by viewers.
But Projekt GmbH also appeals to national customers. It wants to offer them KiK-TV in combination with poster advertising in the hospital. Felsche and his partner Markus Liebscher launched this special form of advertising back in the fall of 2001. The network now consists of almost 70 clinics.
Successful German role model
KiK-TV is not an invention of Felsche and Liebscher. Hospital television was introduced in Germany two years ago and can already be seen in over 200 hospitals. In May, the Swiss subsidiary KiK-TV CH GmbH was founded in Zug. It operates the channel, while Projekt GmbH is responsible for marketing. The pilot projects will start this year, from September at the Triemli Hospital in Zurich and from November at the Lindberg Hospital in Winterthur.
KiK-TV is offered to the clinics free of charge. They pay neither for the server technology nor for the program, which they receive from Zug via the Internet or ISDN. They can also add their own information to the program via computer, for example the menu plan or event information.
Content from Germany
According to Mathis Felsche, a program from Germany will also be shown at Swiss hospital beds for the time being. It will be repeated in full every seven days. Most patients are not in hospital for longer anyway, says KiK spokesperson Krämer in a report in the Süddeutsche Zeitung. However, the program is completely renewed every year.
Mathis Felsche cannot say whether a program will be produced for Switzerland in the longer term. KiK-TV CH in Zug is keeping a low profile. They don't want to say anything before the test phase is properly underway so as not to encourage potential imitators.
Hospital market niche: The Clinic Info Channel delivers news to the hospital bed - and advertising.
Stefano Monachesi
Local spots arrive
TV commercials, on the other hand, do exist. In order not to bore patients, they are limited to eight minutes per hour. There is no interstitial advertising. KiK-TV is particularly suitable for local advertising customers, says Mathis Felsche, co-owner of Projekt GmbH: for example, the flower store around the corner or the therapist in the neighborhood. Thanks to this direct link to the local area, the advertising is well accepted by viewers.
But Projekt GmbH also appeals to national customers. It wants to offer them KiK-TV in combination with poster advertising in the hospital. Felsche and his partner Markus Liebscher launched this special form of advertising back in the fall of 2001. The network now consists of almost 70 clinics.
Successful German role model
KiK-TV is not an invention of Felsche and Liebscher. Hospital television was introduced in Germany two years ago and can already be seen in over 200 hospitals. In May, the Swiss subsidiary KiK-TV CH GmbH was founded in Zug. It operates the channel, while Projekt GmbH is responsible for marketing. The pilot projects will start this year, from September at the Triemli Hospital in Zurich and from November at the Lindberg Hospital in Winterthur.
KiK-TV is offered to the clinics free of charge. They pay neither for the server technology nor for the program, which they receive from Zug via the Internet or ISDN. They can also add their own information to the program via computer, for example the menu plan or event information.
Content from Germany
According to Mathis Felsche, a program from Germany will also be shown at Swiss hospital beds for the time being. It will be repeated in full every seven days. Most patients are not in hospital for longer anyway, says KiK spokesperson Krämer in a report in the Süddeutsche Zeitung. However, the program is completely renewed every year.
Mathis Felsche cannot say whether a program will be produced for Switzerland in the longer term. KiK-TV CH in Zug is keeping a low profile. They don't want to say anything before the test phase is properly underway so as not to encourage potential imitators.
Hospital market niche: The Clinic Info Channel delivers news to the hospital bed - and advertising.
Stefano Monachesi
