Waiting Room or Living Room?

Generally in an HCP environment, doctors and brands pride themselves on the fact that the waiting room is one of the patients greatest moments of truth when it comes to informing themselves either about their product or the category in general.

Although many of the clinics I attend attempt at throwing in some material here and there, the effort is poor and overall meaningless.

The Harley Street Clinic, which is one of UK's top private clinics displays Phonak's B2B communication in their waiting room, which quite frankly wouldn't really speak to the patients inside the room. One patient glances at it and then without even skimming through it heads straight over to the coffee machine.