Signage may play a more important role in the patient experience than you realize.
This is a topic that’s been on my mind lately following discussions with a couple of clients. One is having challenges with improving navigation to outpatient diagnostic screening areas. The other is considering the role of signage in a complete repositioning effort.
The choices today certainly go beyond the traditional sign dangling from a hallway ceiling with an arrow pointing to a particular area. Today’s vast array of digital signage that includes kiosks, LED message systems and mobile components offers more options than ever.
In fact, choosing a signage strategy should be every bit as deliberate as the other parts of your marketing communications plan. I would argue that signage offers huge opportunities in terms of brand connection with various audiences.
This article outlined four key benefits of a smart signage strategy:
1. Brand Differentiation
Clear and engaging signage makes a hospital visit more seamless, which can make a huge difference in terms of the patient experience. Hospitals also have the opportunity to merchandise products, services and upcoming events for patients, visitors and staff. In essence, your signage becomes a part of your out-of-home advertising plan.
2. Patient Education
Digital signage facilitates targeted content for specific visitors. For example, patients waiting in the cardiovascular area could receive heart-healthy nutrition tips.
3. Operational Efficiency
Interactive kiosks have the capacity for patients to register themselves, fill out new profiles, update their information and schedule future visits.
4. ADA Compliance
Considerations such as appropriate wording, so an adult or child could properly navigate the hospital, and Braille lettering options can easily be incorporated with the many signage choices available today.
When is the last time you did a complete audit of your signage strategy? It might be time to take another look.
