How will displaying wait times for the emergency room on billboards initially influence customers?

Displaying wait times for the emergency room on billboards primarily influences customers by making them aware of the brand. When individuals see such information prominently advertised, it brings to their attention the emergency services offered by that particular hospital or healthcare facility. This visibility can generate a positive association in their minds between the hospital and the idea of efficient care, particularly if the wait times are relatively low.

In the context of healthcare services, awareness is crucial, as patients often prefer facilities that present themselves as accessible and capable of providing timely care. When wait times are displayed, it not only highlights the service but also positions the hospital as a proactive and transparent entity in the healthcare market. This initiative can help the hospital stand out, especially in competitive areas where multiple facilities vie for patients' attention.

While there may be other effects such as encouraging information-seeking or influencing evaluations of alternatives, the primary influence of such billboard advertising is to make potential patients aware of the hospital and its services, contributing to brand familiarity and recognition.