Commended by both staff and patients alike for its beneficial content, Health TV is celebrated as a testament to the success of public private partnerships. Health TV, launched in public clinics on World Health Day in April this year, is a joint initiative between Isilumko Media and the City of Johannesburg Health Department. The mixture of health education, entertainment and advertising content screened to patients in the waiting areas of Primary Health Care clinics in the region has received the thumbs up.
Market research conducted with a representative sample of staff and patients in a number of clinics in Johannesburg confirmed the custodians’ expectations. A total of 98% of patients stated that Health TV is beneficial to patients, 94% said that Health TV content has personally benefitted them and makes their wait more pleasant. Staff has confirmed that patients engage with the medium and its valuable health messaging which currently addresses a range of issues such as TB, peer pressure, HIV/AIDS and the creation of food gardens. One particular nursing sister summed it up beautifully, “The screens are always on! It’s fantastic.”
Brendan Powell, General Manager at Isilumko Media is ecstatic about the unanimous results; “The results validate our efforts and confirm the success of the project – and that a mere two months after its launch. It is tremendous to see such value for both advertisers and the community.”
“It is very exciting to witness a new era in preventative health care unfolding through the introduction of this new multimedia format. Health TV demonstrates how the formation of (such) partnerships can be to the benefit of our patients, staff and communities as a whole,” added Jabulile Rakosa, Director of Primary Health Care for City of Johannesburg.
Top healthcare brands such as Modul8, Baby’s Own, Eno and Twinsaver have taken their positions on Health TV and ensure resonance with this target market of 4.6 million viewers in the government health clinic environment. Additional research conducted amongst viewers has resulted in a definite call for advertising of infant formulae, medicines and other baby care products; as well as children’s educational toys, healthy foods and funeral policy options. This indicates Health TV’s interest in responding to the market in order to assist consumers to make informed purchase decisions based on information provided to them in a relevant environment.
“We see a long and robust future for Health TV and the successful partnership on which it is built. We laude the City of Johannesburg for their progressive approach to healthcare education,” concluded Powell.
Health TV is the latest innovation in out-of-home advertising. Presenting a captive target audience of 4.6 million LSM 3-7 Johannesburg residents, the medium presents a mix of edutainment and advertising to the mass market in a relevant environment. Contact Greg Norgarb at 073 150 1245 or [email protected] to tap into the advertising power of Health TV.
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