"Nothing is taboo"
Mathis Felsche, co-founder of Projekt GmbH, considers the hospital to be a perfectly suitable advertising environment—and has more ideas up his sleeve.
Mathis Felsche, co-founder of Projekt GmbH, believes the hospital is a perfectly suitable advertising environment - and has other ideas up his sleeve.WW Hospitals are associated with illness, loneliness and fear. Mathis Felsche We have been working for over three years to improve the image of the hospital. Grumpy corridors full of old and sick people - that's a thing of the past. Many hospitals have changed, both in appearance and in operation. Today, 77 percent of all patients are outpatients. Children are born and people get well in hospitals. So it's more of a positive environment with peace and quiet and time. We also want to appeal not only to patients, but also to visitors.
How strong is the demand for hospital advertising?
Given the limited supply of advertising space, we are very satisfied. There are periods when we are fully booked. Many customers book for a whole year and then change the subjects according to the season: allergy remedies in spring, vitamin products in winter. Our customers come from the entire healthcare sector, from insurance companies to medicines and cough drops. Almost all well-known customers rely on the medium. Be it Generali or Visana, Novartis or Johnson & Johnson through to Ricola.
What place do ambient media such as hospital advertising have in the marketing mix?
Hospital advertising is an additional medium that reminds people of subjects they have already seen, at a moment when they are confronted with the topic of health and have time to absorb the advertising message.
Ambient media is conquering more and more areas of everyday life. Do you already have new projects in mind, and are there any taboos?
Nothing is actually taboo for us. We are too innovative for that. There are areas - alcohol, tobacco and sex - that we want to distance ourselves from. But otherwise we are open to all ideas.
Mathis Felsche.
Interview: Stefano Monachesi
How strong is the demand for hospital advertising?
Given the limited supply of advertising space, we are very satisfied. There are periods when we are fully booked. Many customers book for a whole year and then change the subjects according to the season: allergy remedies in spring, vitamin products in winter. Our customers come from the entire healthcare sector, from insurance companies to medicines and cough drops. Almost all well-known customers rely on the medium. Be it Generali or Visana, Novartis or Johnson & Johnson through to Ricola.
What place do ambient media such as hospital advertising have in the marketing mix?
Hospital advertising is an additional medium that reminds people of subjects they have already seen, at a moment when they are confronted with the topic of health and have time to absorb the advertising message.
Ambient media is conquering more and more areas of everyday life. Do you already have new projects in mind, and are there any taboos?
Nothing is actually taboo for us. We are too innovative for that. There are areas - alcohol, tobacco and sex - that we want to distance ourselves from. But otherwise we are open to all ideas.
Mathis Felsche.
Interview: Stefano Monachesi
