Cancer and other illnesses transcend geographic location and socio-economic status, and so pharmaceutical and healthcare advertisers leverage JCDecaux OOH advertising to reach diverse audiences outside of the home and drive critical brand engagement coast to coast. This includes ads near key hospitals, universities, research centers and neighborhoods where patients and their advocates actually reside.
Consumer insights from The Harris Poll indicate that 78% of pharmaceutical OOH ad viewers engaged in some way, including 38% who visited the product or company’s website, 35% who searched for more information about the product, and 31% who inquired about the product with a doctor or healthcare specialist.
Outdoor ads drive convention engagement
For brands within the realm of pharmaceutical research and healthcare, the ASCO Annual Meeting is not just another medical convention but rather the year’s most coveted opportunity to stand out among the most cutting-edge cancer treatment options. For this reason, both official ASCO presenters and other healthcare advertisers trust JCDecaux OOH to amplify brand messaging far beyond the walls of ASCO’s McCormick Place venue.
Starting directly outside the venue, Keytruda is once again activating a complete takeover of a JCDecaux bus shelter including full vinyl wrapping of the back glass panels and 100% share-of-voice within the ad panels, essentially creating a mini billboard at eye level for an immersive brand experience.
Across the city, countless other brands are activating street furniture campaigns that meet ASCO attendees throughout their stay in Chicago including beside the most popular hotels, restaurants, and other attractions. Many of these same advertisers are using JCDecaux large format billboards to target those making their way towards Downtown and the McCormick Place campus from the city’s main airports.
By investing in OOH across the city ahead of and during ASCO, presenters and other related advertisers can prime attendees before they enter McCormick Place and increase likelihood of branding recall on the convention floor. Additionally, many of these advertisers use OOH to drive specific engagement like foot traffic to their own ASCO booths or participation in clinical trials.
Healthcare advertisers trust OOH
Explore highlights from our healthcare Out of Home advertisers.