Americans are busier than they’ve ever been. Work, school, practices, recitals — we’re constantly running around from one thing to another. But ironically we still spend a considerable amount of time waiting.

A study from Harvard Medical School estimates that we wait, on average, 64 minutes to see our doctor. The actual face-to-face, doctor-patient interaction usually takes less than 20. Even routine tasks like getting an oil change can 30-45 minutes, and trips to the DMV seem to take weeks.

It’s a reality that both customers and businesses have learned to accept. Waiting rooms are now stocked with magazines, newspapers, lukewarm coffee — anything to mitigate the customers’ boredom. It’s no surprise, then, that most waiting rooms include a television. But unfortunately most businesses don’t know how to use America’s favorite medium to their advantage.

For starters, the content rarely appeals to the businesses’ target demographics. If you’re getting a fresh coat of paint on your truck, odds are you don’t care about the latest Days of Our Lives episode. Similarly, an OB GYN patient probably doesn’t need to see the score of the Braves game. Content should be useful, meaningful, and engaging to the customer.

Second, it’s not uncommon to be in a business’s waiting room and see an ad for one of its competitors on the TV. No sane business owner would willingly put up a poster for its competitor in the waiting room, but for some reason very few have a problem broadcasting their competitors’ commercials.

At South Central A/V, we supply waiting rooms with hours of relevant entertainment blocks, tailored directly for your customers. We’ll also broadcast that content with absolutely zero competitor advertisements. Your customers might have to wait, but that doesn’t mean they can’t be engaged with your brand. To learn more about how you can improve your waiting room experience, visit one of locations or give us a call.