Last Updated Apr 22, 2009 2:59 PM EDT
According to an Harvard Business Review survey quoted in the May issue, up to 70 percent of hospital visitors surveyed in Toronto develop emotional bonds with stores that serve hospitals, and are more likely to frequent those same stores at other locations.
What are hospital consumers looking for? Often mentioned were books, electronics, apparel, jewelry, hairdressers, banks, and groceries.
Floor space is admittedly a limitation, but administrators should reimagine their lobbies as valuable tools for pleasing the thousands of people who stream through every day, and retailers should focus on unlocking the business opportunity that hospitals offer.