Geo-Targeted Phone Kiosk Campaign Spans 49 States

Prime Point Media has delivered what the company is calling “the largest ad campaign in the segment’s history.”

The campaign, for a prescription drug, includes more than 5,000 phone kiosk locations in over 190 MSAs spanning 49 states. Total spending on the phone kiosk portion of the campaign is more than $1.2 million, according to the company.

Placed by WOW US, a division of Kinetic Worldwide, the campaign uses a “proximity targeting” approach. Under the strategy, the advertiser supplied a list of targeted doctors’ offices, clinics, and hospitals that prescribe the drug to patients suffering from bipolar disorder. Prime Point Media then matched the list against its database of over 700,000 U.S. payphone locations, and selected locations in close proximity to the target offices. In most cases, the phone kiosks are within a quarter-mile of the target addresses.

Because the client wanted to target a very specific, and difficult to reach, audience, Prime Point’s geo-demographic mapping technology “allowed us to effectively and efficiently reach the target audience,” said Prime Point CEO Karen Robinson.

The program is a continuation of a trend in recent years in which drug companies promote prescription drugs directly to the end-user. Direct-to-consumer advertising prompts patients to ask their doctors for more information about a prescription drug, and to obtain a prescription when appropriate.

The phone kiosk effort complements traditional in-office promotional efforts.