Digital signage in London hospitals is proving nearly twice as effective as printed communications – and making money for the National Health Service too.
Healthcare Messaging Group, which operates large screens in high-footfall areas of 17 hospitals around the British capital, has so far passed on nearly £500,000 ($780,000) in sponsorship income to the institutions.
The hospitals pay nothing for the displays, which are funded by firms such as medical equipment suppliers and pharmaceutical companies, in an extension of a common advertising-based digital out-of-home business model to the healthcare environment.
The network, known as the Patient Information Initiative, carries around 25 commercial messages on each screen’s loop, each of them appearing roughly 12 times an hour, along with informational content on health and practicalities such as opening hours.

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