Doing Well by Doing Good: A Natural for Healthcare Advertising Placement

Young woman using a hand sanitizer machine at the mall Here’s an attention getting advertising media opportunity that might fit with some healthcare and hospital marketing plans as well as for medical practice advertising and others.

The core concept is the strategic (public) placement of complementary hand sanitizers that carry an advertising message. The device dispenses a measure of hand hygiene gel while facing the on board ad message. It’s a practical, useful and top-of-mind idea for the public, especially during the cold and flu season.

An up-front note however. This idea—from Terraboost Media—is not ideal for every physician-marketing plan, but it’s clearly worth knowing about. We’re told that some health systems and healthcare related advertisers are among the advertisers using this unique media.

It falls into the category of targeted out-of-home advertising using place-based wellness kiosks in public locations such as malls, restaurants, grocery stores, health clubs and the like. According to Terraboost, it’s “a cost efficient vehicle that allows advertisers to both communicate with and sponsor the wellness of their target audience.”

The tie-in between healthcare provider advertising and the functionality of hand sanitizing seems like a natural. What’s more, there’s a one-to-one, eye-level moment of engagement and interaction for the healthcare, hospital or practitioner brand. The company claims over 15,000 points of distribution and over five billion customers per year.

There’s a general similarity here to the infection-fighting holographic nurse that we wrote about in a previous post. That one is located in the University College London Hospital. The Terraboost options are closer to home, with the advantage of selecting local or regional placements within the advertiser’s service area. (Down to the zip code level.)

Interestingly, in addition to dispensing a dollop of hand sanitizing goop, this overview video says the kiosk can also issue coupons, or point to discounts via text message or QR code. By the way, as a matter of further disclosure, we like the hand sanitizer advertising idea, but we have no business relationship with any of the several other companies that provide this service.

That said, we remain open to evaluating a good idea—albeit a unique media—if and when it’s an appropriate and a cost-effective fit for a healthcare advertising client.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.



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