At a training for hospital managers a few years ago, a question was asked about which is the most strategic position to place ads for health services providers? The second one, was at what point patients decide they are going to see a medical practitioner? The two answered jointly, should then determine where and when marketers of health services would position their ads for maximum audience.
As this was a German city, it turned out that train stations and trains were particularly good placement points for such content. The reason being that fleeting vision adverts didn’t serve well for medical content, since it required some time to read. Secondly, most people rely on the same train and routes for their commutes. The few minutes before the train arrived was usually a good “attention capturing” slot together with the silence in the train. Since our train travel is minimal, the equivalent for Kenya would be matatus and their termini.
