New research conducted by YouGov on our behalf in May 2026 has revealed overwhelming public support for housing-related advertising in hospitals, reinforcing the value of these trusted environments for property developers looking to reach local audiences.
The survey of 2,060 UK adults found that people recognise the benefit of providing information about housing opportunities within hospital settings, particularly for key workers, older people and those searching for affordable homes.
The findings show:
- 78% support information about key worker housing schemes, helping public sector employees, including NHS staff, find local opportunities.
- 76% support information about retirement living options for older people.
- 72% support information about affordable housing opportunities for those looking to find a new home.
The research also uncovered why respondents believe this information is ideal for hospitals.
One participant commented:
“It allows staff and members of the public who rely on the hospital to know of nearby places to live.”
Another said:
“Adverts will reach a wide audience and obviously all the key workers who it’s aimed at will have a better chance of seeing it.”
Others highlighted the accessibility of the medium:
“It will attract attention for people who don’t get online.”
And the unique qualities of the hospital environment itself:
“High footfall, high visibility. Often people spending extended time or repeated visits, so frequently viewing advertising.”
Reflecting the current housing market, another respondent observed:
“I think it would help inform people about housing opportunities, especially in current circumstances where many people are struggling to find housing.”
Why hospitals are an ideal advertising environment for property developers
For property developers, reaching people who are actively considering where they want to live can be challenging. Hospitals offer a unique opportunity to engage local audiences in a trusted environment where visitors and staff often have time to absorb information and consider major life decisions.
Unlike many advertising channels where messages are easily overlooked, hospitals provide extended dwell times, repeat visits and a highly engaged audience.
Every day, hospitals welcome thousands of people, including NHS employees, patients, visitors, families and carers, creating an exceptional platform for locally targeted housing campaigns.
Reaching key workers
The NHS is the largest employer in Europe, with around 1.5 million employees in England alone and many more working across the wider UK health service.
For NHS staff, where they live can have a significant impact on both their wellbeing and work-life balance. Long shifts, early starts, night working and demanding schedules mean that reducing commuting time is often a priority.
Many healthcare professionals are also eligible for shared ownership and other affordable home ownership initiatives that support key workers. Hospital advertising places these opportunities directly in front of the people who can benefit most.
Reaching families, visitors and future movers
Hospitals are community hubs and every day they welcome parents, grandparents, adult children visiting relatives and families attending appointments. Many spend considerable time waiting, creating opportunities to engage with advertising in an unhurried way.
For some, it may be the first step towards buying a first home. For others, it could prompt consideration of downsizing, moving closer to family or exploring retirement living options.
Hospital advertising reaches audiences at every stage of the housing journey, from first-time buyers through to retirees.
A high-footfall, high-impact medium
The combination of significant daily footfall, repeat exposure and longer viewing times makes hospitals one of the most effective environments for local advertising.
Property developers can maximise engagement through dynamic digital screen advertising positioned in key hospital locations, delivering eye-catching campaigns that can be updated quickly and targeted to local developments.
Poster adverts can be positioned in general or targeted areas such as staff rooms. Take-away leaflets complement poster campaigns by allowing people to take information home.
Connecting communities with local housing opportunities
Our YouGov findings demonstrate that the public sees real value in housing opportunities being advertised in hospitals.
Whether promoting affordable homes, shared ownership schemes, retirement communities or new local developments, hospital advertising connects developers with people who are making important life decisions in a trusted and accessible setting.
Find out more
For developers seeking to build awareness and engage local communities while reaching key workers, families and future homeowners, our team can help you plan your next campaign. Get in touch with us by phone 020 7305 5859 or email info@pulseoutdoor.co.uk.
