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Common advertising campaign questions: answered by IDS

15 Dec 22

By Hattie


1. What’s the catch with free sanitising units for GPs?

There is no catch. We work by connecting health & wellness brands to health-conscious consumers. The digital units themselves are funded by the advertising that plays on screen. All adverts are heavily vetted to ensure they’re appropriate for the location they’re being shown.

2. What kind of ads are displayed through IDS?

Typically for our gym screens we have products that we know gym users will love such as protein bars, health supplements, activewear & muscle relief products. We also have charities/companies who promote better mental health & better sleep for a healthier lifestyle. To see our previous clients, please see our testimonials page.

Our NHS network shows ads that are heavily vetted by our team to ensure they’re appropriate for a location as delicate as a waiting room. We work with a lot of charities to provide informative leaflets and posters to patients. We want our displays (leaflet racks, posters and Messenger units) to offer patients the information they need to live a healthier life, get the support they need or go to a doctor about a serious health concern.

3. How do I know what content will grab people’s attention?

The use of colour plays a big part in grabbing someone’s attention. Clear text & the use of images or videos where possible is eye catching for someone walking past. We have a broad history of different ads, which we’d be happy to share. Just get in touch.

4. How do I know where to place my ad?

IDS can help you target consumers focussing on their health (in our 3,500 NHS waiting rooms) or those focussing on improving their wellbeing (in our 675 gym locations). It all depends on what kind of consumer you’re hoping to target, sometimes brands are suitable for both networks. Within our GP network, we have the ability to target specific areas based on age, gender and ethnicity.

5. What types of print media can I display?

In terms of print, IDS Media UK offer leaflets, static posters, A2 posterboards & A3 posterboards in our NHS network. Posterboards can be combined with leaflets to provide a tangible source of information for consumers to take home.

6. What type of advertising is best for gyms?

Our gym network gives you access to over 2 million gym members who are focussed on improving their wellbeing. The best type of advertising for gyms would be a product that you know gym members use regularly such as fitness equipment (e.g. resistance bands) or protein bars/powder etc. It’s not just about the physical benefits of the gym, a lot of members go as a way to relieve stress and improve their mental health. Brands encouraging better wellbeing would be a great thing to advertise in our network of gyms.

7. What type of advertising is best for waiting rooms?

In waiting rooms people are focussed on improving their health. We like our leaflet racks to be filled with patient information that will arm them with the knowledge they need to make a full recovery as quickly as possible. Information like what to look out for with certain types of cancer, ways to aid mobility or information relating to support for certain illnesses would be great for an NHS waiting room.

8. What services do you offer for charities?

A huge part of our cycle for NHS waiting rooms is taken up by charities. We’ve worked with a lot of great charities over the past 30 years including Macmillan, Marie Curie, Stroke Association & Mind. Our services tailor towards what is right for your charity & your campaign. Judy & Abby will be able to advise you how to make the most of your campaign.

9. How has COVID affected footfall in your network?

The pandemic has triggered a huge focus on health & how it effects our ability to fight COVID. Because of that, 35% of non-gym-goers decided to join a gym after lockdown, whilst 88% of members said they’d use their facilities the same amount if not more after lockdown ended. On average, members visit their gym 2-3 times a week meaning our network gives you access to reiteration of key messages.

GP footfall is also returning. Face to face appointments are currently up to 64% (equating to a footfall of 17.3 million) as of September 2021. Patients are more focussed on their health since the pandemic so time in a waiting room can be used to improve their health by reading leaflets & posters.