I am an avid believer that despite living in a ‘digital age’, the printed word has great benefits when it comes to healthcare messages. A printed message is relatively permanent; it can be retained and readily passed on to others without distortion. Printed information on topics considered embarrassing can be easily hidden and read in private. Importantly, printed information on healthcare (such as the leaflets found in IDS racks) can be used within consultations with healthcare professionals, and encourage patients to voice their concerns.

With printed information having such great benefits why did IDS decide to launch digital signage in over 500 sites? Well, healthcare leaflets are hugely beneficial, but they do need to be picked up. To aid pick up IDS install their own racks in prime healthcare locations – the racks are positioned where patients will see and use them. We also provide guidance on leaflet design including advice regarding the front cover (see blog dated 13th April). Despite all this it was thought that we could do more and digital signage was launched.

The screens, which are located in GP surgery waiting rooms display electronic posters encouraging leaflet pick-up. To ensure the screens are used by surgeries, the surgeries manage the content themselves. To ensure the screens are used by the patients, they additionally act as a patient calling system. Keeping this all in mind a leafleting campaign combined with digital signage can be very effective and provide greater return on investment.

HFEA Digital Campaign