Not only for senior physicians
Ostschweizer Projekt GmbH is launching a poster advertising campaign in hospitals and clinics—and for good reason
Eastern Switzerland-based Projekt GmbH launches poster advertising in hospitals and clinics, and with good reasonBy Daniel Schifferle One of the last areas not yet tapped by poster advertising has been cracked: hospitals and clinics. The initiator of the offer, which is initially concentrated on German-speaking Switzerland, is the company Projekt GmbH, with which two Germans also want to launch other unusual poster sites.
It hasn't been too long since advertising found its way into the toilet. Now poster advertising has set its sights on a more sensitive area: hospitals and clinics. The fact that highly interesting target groups such as patients, doctors and visitors can be found in this highly frequented area has long been discovered in other countries. In the surrounding countries of France, Italy, Austria and Germany, for example, the hospital sector has long been an interesting territory for poster advertising. In Switzerland, this has also been developed since the beginning of October.
There are currently 28 hospitals and clinics in German-speaking Switzerland with an average of 20 poster sites each. More are to be added on an ongoing basis. The provider is the recently founded company Projekt GmbH, based in Lutzenberg, Appenzell. The newly launched company is wholly owned by the two Germans Markus Liebscher (32) and Mathis Felsche (28), who previously worked together in the marketing and sales department at the radio station Antenne Vorarlberg (A). Liebscher, who has worked in the media for more than ten years, played a key role in setting up Antenne Vorarlberg. The capital of Projekt GmbH amounts to CHF 20,000, just the legal minimum.
The two-man company offers a complete service
Although the company is only a two-man operation, it offers a complete service. To make this possible, it works together with freelancers and partner companies. For example, the entire logistics are handled by freelancers. But Projekt GmbH also works with third-party companies for additional services such as poster printing.
Liebscher enthuses about the target groups that can be reached in the hospital: 600,000 patients and around 500,000 visitors per year. In addition, there are around 10,000 hospital employees, among whom the particularly attractive target group of doctors is strongly represented. Of the average of 20 poster sites per clinic, around 60 percent are indoors and 40 percent outdoors. Care was taken to ensure that only highly frequented areas were provided with poster sites: Outside, these are the entrance area and the parking spaces; inside, the waiting areas, lifts and corridors. "The clinic is a place where people have and spend a lot of time and therefore register advertising messages," Liebscher is convinced.
Location selection according to easily sortable sub-target groups
Another decisive advantage is the fact that sub-target groups can be addressed in exactly the right place. For example, new mothers in maternity wards or doctors, nurses and caregivers at staff entrances. In addition to advertising pharmaceutical and medical products, Liebscher also sees particularly high affinities for health-promoting nutritional supplements. However, non-nursing products such as vacation trips, financial services or insurance could also be advertised well.
The minimum duration of the posters is one month. The rates (B2 to B12) range from 45 to 1197 francs per month, depending on size and location. The hospital offer can be booked regionally, regionally and locally. In addition to German-speaking Switzerland, the other two language regions are also being targeted, with new contracts being added on a weekly basis.
But Projekt GmbH is not satisfied with the new territory that the clinic advertising is opening up. Further "unusual locations" are to follow. However, Liebscher does not want to let the cat out of the bag just yet: "These ideas are not yet ready to go."
It hasn't been too long since advertising found its way into the toilet. Now poster advertising has set its sights on a more sensitive area: hospitals and clinics. The fact that highly interesting target groups such as patients, doctors and visitors can be found in this highly frequented area has long been discovered in other countries. In the surrounding countries of France, Italy, Austria and Germany, for example, the hospital sector has long been an interesting territory for poster advertising. In Switzerland, this has also been developed since the beginning of October.
There are currently 28 hospitals and clinics in German-speaking Switzerland with an average of 20 poster sites each. More are to be added on an ongoing basis. The provider is the recently founded company Projekt GmbH, based in Lutzenberg, Appenzell. The newly launched company is wholly owned by the two Germans Markus Liebscher (32) and Mathis Felsche (28), who previously worked together in the marketing and sales department at the radio station Antenne Vorarlberg (A). Liebscher, who has worked in the media for more than ten years, played a key role in setting up Antenne Vorarlberg. The capital of Projekt GmbH amounts to CHF 20,000, just the legal minimum.
The two-man company offers a complete service
Although the company is only a two-man operation, it offers a complete service. To make this possible, it works together with freelancers and partner companies. For example, the entire logistics are handled by freelancers. But Projekt GmbH also works with third-party companies for additional services such as poster printing.
Liebscher enthuses about the target groups that can be reached in the hospital: 600,000 patients and around 500,000 visitors per year. In addition, there are around 10,000 hospital employees, among whom the particularly attractive target group of doctors is strongly represented. Of the average of 20 poster sites per clinic, around 60 percent are indoors and 40 percent outdoors. Care was taken to ensure that only highly frequented areas were provided with poster sites: Outside, these are the entrance area and the parking spaces; inside, the waiting areas, lifts and corridors. "The clinic is a place where people have and spend a lot of time and therefore register advertising messages," Liebscher is convinced.
Location selection according to easily sortable sub-target groups
Another decisive advantage is the fact that sub-target groups can be addressed in exactly the right place. For example, new mothers in maternity wards or doctors, nurses and caregivers at staff entrances. In addition to advertising pharmaceutical and medical products, Liebscher also sees particularly high affinities for health-promoting nutritional supplements. However, non-nursing products such as vacation trips, financial services or insurance could also be advertised well.
The minimum duration of the posters is one month. The rates (B2 to B12) range from 45 to 1197 francs per month, depending on size and location. The hospital offer can be booked regionally, regionally and locally. In addition to German-speaking Switzerland, the other two language regions are also being targeted, with new contracts being added on a weekly basis.
But Projekt GmbH is not satisfied with the new territory that the clinic advertising is opening up. Further "unusual locations" are to follow. However, Liebscher does not want to let the cat out of the bag just yet: "These ideas are not yet ready to go."
