writing/media placement/other

Kiosks: Touch-screen kiosks are essentially desktop PCs in a cleverly designed box. Identical to PC’s in their technical design, kiosks can run interactive applications as they were designed to be run, eliminating the platform variation associated with CD-ROMs or the Web. Customizable to almost any size or shape, kiosks can be walk-up units, complete with printing capabilities (suitable for lobbies and other high traffic areas) or small desktop units that are little more than a color display (suitable for private use in a hospital library or in a physicians office as a demonstration device.) By incorporating the ability for the user to print custom information, a kiosk offers brand marketers the ability to arm the user with clear information related to the product or the condition.

Kiosks deliver the intensity of interactive marketing without requiring doctors, hospitals or other healthcare providers to own the ‘right’ technology. When designing the kiosk application, creators must consider the technical expertise of the audience. Kiosk designers are charged with developing media rich applications that are virtually impossible to crash or lock up, but are easy for the office staff to maintain.

A kiosk placed in the lobby of a clinic or hospital can deliver information as close to the point of care and treatment decision as possible. Centers are aware of this potential influence, and must closely analyze the content, ensuring a complete and helpful message—not just a marketing pitch. The kiosk’s location in the lobby should be considered, as well. A kiosk’s placement is key to its success. Users may not wish to use the kiosk if it addresses sensitive ailments (ED or AIDS for example) and offers little privacy.

Another advantage to use of a self-contained kiosk unit is the ability to collect data from the program. This data can vary from simple “usage” data (such as numbers of views and rankings of areas of content) to anonymous responses to surveys, assessments, and other more brand related applications. Data can be collected by sales representatives, the development company or a special services company. These data reports can then be used to evaluate the program and its marketing impact for the brand.

One major healthcare company is currently testing the use of product information kiosks in shopping malls and other retail outlets. The concept is to provide a kiosk unit that contains multiple computer screens for consumers to browse information related to their brands. The kiosk also prints coupons and other support information (e.g., headache management tips).

Strengths: Offers interactive messages to non-computer users at true point of need. Standardized machine specs offer consistent performance.

Weaknesses: Unit cost, maintenance and logistic issues, additional content review and adjustment

Bottom Line: Kiosks are great tools for delivering an informative message to computer users and non-users alike, but require careful planning.

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