Establishes Milagros de Mexico as a Community Resource for Healthcare Information within US Hispanic Communities
When you think about your neighborhood pharmacy, your first thought probably isn't of high- definition screens playing informative and engaging health-related video messaging and branding - unless you happen to live near a Milagros de Mexico (MdM) Pharmacy. A completely bilingual and bicultural retail pharmacy chain with a small-town feel, MdM provides health and wellness products to the established Hispanic neighborhoods of San Francisco, San Jose, Oakland and Redwood City. In addition to offering a broad selection of U.S. and Latino brand medicines, supplements and homeopathic remedies, it also offers a wide range of affordable medical services.
MdM wanted a cost-effective solution for differentiating its stores from the larger chains by providing their communities with much needed, health-related information that entertains. Management also wanted to deliver timely messages about the stores' extensive product and service offerings so customers would be able to make well-informed decisions. By combining BrightSignÂź network-enabled HD210 digital signage players with Wovenmedia's place-based media services, MdM now delivers professionally-produced health and wellness segments from leading television networks, as well as their own content, throughout the chain of stores.
According to the U.S. Small
Business Administration (SBA), an
appropriate marketing budget for
business to consumer (B2C) retail
and pharmaceutical stores can
exceed 20 percent during the
peak brand-building years. This
can be an intimidating prospect
for localized chains competing
against the seemingly bottomless
pockets of a national chain on the
opposite neighborhood corner
vying for the same customer's
loyalty. The key is to work smarter
and compete wisely with a
tailored marketing plan directed at the specific needs of the community served, while simultaneously fulfilling the company's goals.
Not only did MdM want a solution that would help them improve their brand loyalty within the bilingual/bicultural community they served, they also wanted to promote the various products and services offered by the pharmacy as well as provide valuable health and wellness information to their customers in a friendly and engaging format. The real challenge, however, was to achieve their marketing goals without exceeding their budget. In addition, because the pharmacies serve bilingual/bicultural communities, messaging needed to be delivered in both Spanish and English while taking up as little valuable real estate within the store as possible.
For MdM, the clear, practical answer was digital signage; but the challenge remained to keep costs down. To achieve their goals of being able to display affordable, HD-quality, video content without exceeding their budget, MdM selected Wovenmedia's cloud-based video service driven by BrightSignÂź network-enabled HD210 digital signage players.
Using Wovenmedia's straightforward drag-and-drop software interface, Milagros de Mexico now has the ability to create its own in-house TV network programming on a secured cloud-based platform. Subscribing to Wovenmedia's vast pool of rights-cleared video content, MdM is able to blend their own branding and promotional content with relevant live broadcasts, social media streams and even licensed programming. Once the content programming is set in their cloud-based account, the BrightSign HD210 digital players at each of the four Milagros locations can access the content and ensure each location provides prompt, synchronized, glitch-free onsite broadcast in Full HD quality to the screens onsite.
The licensed pool of third-party content providers includes NBC Universal, Access Hollywood, PBS, The Weather Channel, PGA Tour, Big 10 Networks and CNET. Hispanic language content from V-me and Qubo, two of the fastest growing Hispanic TV networks in the US, is also available.
"It can be economically challenging for smaller business chains to compete with national chains for their share of the neighborhood market and define what's unique about their offering," said Susie Opare-Abetia, Co-Founder and CEO of Wovenmedia. "But with BrightSign's line of HD video controllers, we can keep the Wovenmedia service affordable without compromising video quality or network reliability. For Milagros de Mexico, this solution has removed the cost barrier and enabled them to broadcast professional-quality, brand-building and call-to-action video messaging to their customers, just like the big chain stores."
BRIGHTSIGN IMPLEMENTATION AND OUTCOME
All four Milagros de Mexico locations are utilizing BrightSign HD210 digital signage players and Wovenmedia's video service to engage customers with timely product promotions and Hispanic language entertainment content chosen by MdM specifically for their in-store audience. Sales of items promoted on the network have seen a noticeable increase, and customers have been enjoying the entertaining content. Eventually, Milagros hopes to reach customers on-the-go with similar content sent to their Smart Phones and other mobile devices.
The complete, turnkey HD signage solution includes software and networking capabilities built-in for easy deployment. And, because the BrightSign players are based on solid-state technology, rather than a traditional PC platform, they cost substantially less, deliver higher reliability and require only a fraction of the power.
As part of Wovenmedia's services, Milagros de Mexico management receives email alerts as new content partners are added, enabling the pharmacy's network administrator to log onto the cloud-based portal and select programming from the newly available content that will be published on the web-connected screens in each of the four pharmacy storefronts. In the field, the network-connected BrightSign units receive and play the revised content according to the newly created programming list. To keep brand messaging and call-to-action content fresh, MdM performs video playlist updates monthly.
"When it came down to making a digital signage decision, what I really liked about the Wovenmedia/BrignSign solution was the fact that it would allow us to manage our own content without requiring us to make a large investment in an infrastructure or contract an IT person," said Milagros de Mexico Marketing Manager, Ben Singer. "This solution has allowed us to do a great deal of branding at a very low cost, while still allowing each of our pharmacy locations to address the needs of their specific neighborhood."
"It can be economically challenging for smaller chain businesses to compete with national chains for their share of the neighborhood market and define what's unique about their offering. But with BrightSign's line of HD video controllers, we can keep the Wovenmedia service affordable without compromising video quality or network reliability. For Milagros de Mexico, this solution has removed the cost barrier and enabled them to broadcast professional-quality, brand-building and call-to-action video messaging to their customers, just like the big chain stores." Susie Opare-Abetia, Co-Founder and CEO of Wovenmedia
www.brightsign.biz
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