Digital street furniture and billboards help Amazon announce discounted healthcare subscriptions through Prime.
Amazon introduces affordable healthcare
In Chicago and Boston, Amazon is leveraging JCDecaux digital outdoor advertising to inform current and potential Prime loyalty members of an exciting new benefit.
Following its 2022 acquisition of One Medical for $3.9 billion, Prime customers can now take advantage of in-person or virtual primary care appointments for just $9 a month.
OUTDOOR ADVERTISING: A TOOL FOR INDUSTRY COMPETITION
The integration of Prime and One Medical is a result of increased competition within private healthcare and a need for innovation that addresses consumers’ desire for convenience, simplicity, and affordability.
For Amazon, out-of-home is an ideal landscape for communicating this innovation in a format that is inherently more trusted and credible than saturated online spaces; a 2020 report from Vistar Media and MFour found that 58% of consumers saw out-of-home ads as more trustworthy than ads on other platforms.
CONTEXTUAL, RELEVANT, IMPACTFUL OOH MESSAGING
Amazon’s outdoor ad campaign comes at the height of the open enrollment period where Americans are free to explore and elect new healthcare coverage.
With over 176 million Prime members in the United States including 81% of adults ages 18 to 34, 51% of urban residents, and 52% of suburban residents, Amazon’s audience is broad yet targetable via large-format expressway billboards and eye-level downtown screens.
OAAA and The Harris Poll have found that 72% of consumers in large cities have recently noticed an OOH ad for healthcare. Additionally, 76% of consumers at large who saw a healthcare OOH ad engaged including 46% of those in large cities that searched for the product or company online.
Learn more about Amazon’s One Medical membership here.