Advertising channels

Campaigning for holistic health

MOCKUP CREATED BASED ON PHOTO BY JCDECAUX TRANSPORT (2020)

Ambient advertising

With over 3.4 million riders on the local train system everyday, ambient advertising in popular stations can guarantee exposure to lots of people in public. Again using QR code technology, passing commuters can quickly scan to download. Making use of ambient advertising is an advertising strategy I used previously in another market localisation project, and metrics suggest that they can be particularly successful with new apps and services. Something key to emphasise would be how long a commuter looks at an advertisement (e.g. 3 seconds) versus how much information to display to digest.

Word of mouth marketing

Another more subtle advertising strategy can be based via word of mouth from professionals. By getting exposure from strategic partnerships such as private practices, public programs (e.g. vaccination drive) or even influencers, people can be prompted to download eHealth based on a recommendation from someone else. Other word of mouth tools can be on paper, leaflets, flyers, etc.