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Place-Based Point-of-Care Patient Education Reaching Ultra-Targeted Women, Digital OOH Advertising.
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Place-Based Point-of-Care Patient Education Reaching Ultra-Targeted Women, Digital OOH Advertising.

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  • 1. Place-Based Point-of-Care Patient Education
    Reaching Ultra-Targeted Women
  • 2. DOOH Has Arrived
    Digital out-of-home (DOOH) advertising combines the power of television with the power of place
    ALIGNED WITH CONSUMERS’ DAILY EXPERIENCE
    Of the 155 MM who recalled seeing a place based digital/video network,
    76%
    noticed them at multiple venues*
    AIRPORTS / AIRPLANES
    HEALTH CLUBS
    HEALTH CLUBS
    CAMPUSES
    BOOKSTORES
    ELEVATORS / OFFICE BUILDINGS
    RETAIL / MALLS
    SPORTS / ENTERTAINMENT VENUES
    HEALTH CARE / DOCTORS/VETS OFFICES
    RESTAURANTS / BARS
    SUPERMARKETS
    6PM
    7PM
    1PM
    2PM
    3PM
    4PM
    5PM
    8PM
    9PM
    8AM
    9AM
    7AM
    10PM
    12AM
    12PM
    11PM
    10AM
    11AM
    *Source: Arbitron National OOH Video Report 2009
  • 3. Precision Targeting
    Arbitron Digital Place-Based Video Study 2010 indicates that 70% of U.S. residents 12+ have seen a digital place-based video display in the past month-more than have viewed internet video or Facebook!
    Nearly one in five of those who have seen a digital place-based ad say they have made an unplanned purchase after seeing an item featured on the screen.
    Fifty-eight percent of teen and adult U.S. residents have visited a medical office in the past month.
    When compared to other place-based locations, digital screens in medical offices rank as the second most viewed among teen and adult U.S. residents.
    The 2010 study also found that 34% of teen and adult U.S. residents who visited a medical office in the past month viewed digital video during at least one of those visits - approximately 51 million consumers.
    Arbitron Out-of-Home Digital Video Display Study 2009 found that 21% of women with children reported having seen a DOOH display at a doctor’s office.
  • 4. Our Captive Audience
    Sight
    Create an emotional connection within relevant content at a time of heightened health awareness
    SOUND
    motion
    Immune to ad skipping:Commercials on place-based video ad networks can’t be fast forwarded.
    Engaged and receptive: Place-based audiences can focus on the program, because there aren’t any distractions. According to a MediaPost study, “Moms are distracted viewers. 70% reported doing other things while they watched [television], whether folding laundry, cooking dinner, or playing with their kids.”*
    *Source: Megan Maguire for MediaPost’s Engage: Moms, May 12, 2010.
  • 5. Mom’s Rule….
    Women-Expectant Moms—Newborns & Kids—Pet Parents
    Desirable demographic group
    Account for a total market value estimate to approach $12 trillion by 2012.
  • 6. KidCARE TV
    Largest Broadband Provider of Patient Education Programming in Pediatric Waiting Rooms including:
    2,500 Advertiser Supported Screens
    Program Host
    Original content – 3 to 5 minute segments
    12 separate one minute pods for advertising
    Arbitron Measured
    Complies with DP-AA (formerly OVAB) Metric Guidelines
    3 ad rotations per hour to maximize impressions
  • 7. Women’s HealthCARE TV
    • Largest Broadband Provider of Patient Education Programming in OB/GYN Waiting Rooms including:
    • 8. Currently airing on 1,000 Advertiser Supported Screens, with another 500 scheduled to install by Q2 2011
    • 9. Program Host
    • 10. Original content – 3 to 5 minute segments
    • 11. 12 separate one minute pods for advertising
    • 12. Arbitron Measured
    • 13. Complies with DP-AA (formerly OVAB) Metric Guidelines
    • 14. 2 ad rotations per hour to maximize impressions
  • PetCARE TV
    • Largest Broadband Provider of Patient Education Programming in Veterinary Waiting Rooms including:
    • 15. Currently airing on 1,500 Advertiser Supported Screens with another 500 scheduled to install by Q2 2011
    • 16. Program Hosts are “Star” Veterinarians
    • 17. Original content – 3 to 5 minute segments
    • 18. 10 separate one minute pods for advertising
    • 19. Arbitron Measured
    • 20. Complies with DP-AA (formerly OVAB) Metric Guidelines
    • 21. 5 ad rotations per hour to maximize impressions
  • Arbitron On-Site Audience Estimate Study Kids in the Household….
    “What are the ages of the children who live in your household?”
    Source: April 2009 Arbitron On-Site Audience Estimate Study of KidCARE TV viewers
  • 22. Reach mom on the Path to Purchase
    After being exposed to CARE Media …
    41% of visitors will shop at a grocery story
    26% of visitors will shop at a drug store or pharmacy
    10% of visitors will shop at a mall
  • 23. Transactional Customers
             
  • 24. Venue Attribute
    Pediatrics, OB-GYN and Veterinary Offices
    Women/Moms are the patients and caregivers.
    Physician Implied Endorsement
    Waiting Rooms are considered the physician’s sacred domain; therefore patients consider the environment a potential learning experience andteachable moment
    High Waiting Room Or Dwell Time
    12 to 27 minutes
    Viewer Insurance Profile
    A majority have medical insurance
    10% of PetCARE TV viewers have health
    insurance for their pets!
  • 25. UNIQUE SELLING PROPOSITION
    Programming
    Award-winning human/animal health programming
    Produced and directed by CARE Media under the direction of our Medical Advisory Boards.
    Subtitles in English and Spanish within all programming and advertising
    Guaranteed Segment Adjacencies with Product Placement
    Accountability
    Monthly Performance Reports
    Surrounding The Patient
    100% Broadband
    Mobile Communications linked to sponsorship with texting and
    10 sec streaming video
    Literature Distribution
    Commercial Production Available
  • 26. More Ways to Reach the Viewer
    Mobile Marketing
    • Prompt the viewer to send a text message to the number on the screen.
    • 27. The return text provides additional information, such as a website link or coupon code. The newest option is to send a short video to capable phones.
    • 28. Mobile coupons are redeemed 10 times as often as are mail or newspaper distributed coupons.*
    • 29. Value-added with all network campaigns.
    Literature Distribution
    • Supply the CARE Media venue with take-home brochures or coupons for the viewer.
    • 30. Pricing ranges from $11-$15 per office.
    *Source: BorrellAssociates Local Mobile Advertising & Promotions: Mobile Coupons Set to Cash In (Apr '10) Executive Summary
  • 31. Sample Programming Segments
    The Medical Advisory Board for each network approves all programming segments.
    WHCTV segments
    include:
    Heart Disease
    Insomnia
    Prenatal Care and Nutrition
    Breast Self-Exam
    Prenatal Conditions
    Pre-Menstrual Syndrome
    Labor and Delivery
    KCTV Segments
    include:
    Parent/Pediatrician/ Pharmacist Bond
    Head Lice
    Lyme Disease
    Iron Deficiency Anemia
    Water in the Diet
    Introducing Your Pet to the New Baby
    PCTV segments
    include:
  • Trust: Physician Office
    Testimonials
    “My staff talks about the programming all of the time. I am constantly hearing them comment on how informative it is. The installation was done beautifully and it blends so nicely with our décor. We could not be more pleased.
    Tonya Clark, Office Manager Statesboro, GA
    “Women’s HealthCARE TV covers topics that are not widely talked about. One of our patients commented that she was so pleased to see the segment on Lupus.
    Jeannie, Medical Assistant Union, SC
    “The patients are really watching the programming. Every time I look in the waiting room or call a patient, they are watching the programming.”
    Tara Athens, AL
    “Everyone really likes the programming. It is exactly what our practice needed.”
    Linda, Canton, OH
    Testimonials
    “Our patients love the programming so much that occasionally when called to come to the exam room, they ask if we can take somebody else ahead of them so they can finish watching a certain segment in the waiting room.”
    Dr. Jose Aguirre, San Antonio, TX
    “All of your programming is very helpful to our practice. The parents comment that the segments on Car Seat Safety and Infant Feeding are very beneficial.”
    Yolanda Coley, Office Manager, Atlanta, GA
    “The programming is working out great in the waiting room. The parents comment on how helpful the material is in understanding the health of their children.”.
    Dr. Philip Owusu-Ansah, Bronx,NY
    “It has generated additional questions from the parents who watch it while they wait. I am very happy with KidCARE TV.”.
    Dr. Kimberly Graziano, Sebastian, FL
    Testimonials
    “PetCARE TV has helped our business because in a routine exam the doctor cannot cover everything. It’s the little things like the dog scooting on the carpet that helps the clients bring up specific issues they’re having with their pet. It’s good for them to see that some of their issues are very common.:
    • Karen Harris, Practice Manager, Libertyville, IL
    “It keeps the clients occupied and it’s very interesting.”
    • Lori Zufelt, Receptionist, Grand Rapids, MI
    “Even the kids are entertained by watching PetCARE TV.”
    • Kate Jessup, Receptionist, Chapel Hill, NC
    “One of our clients actually scheduled an appointment after watching a segment covering demodectic mange.”
    • Donna Brown, Receptionist, West Brookfield, MA
  • Summary
    CARE Media TV Networks are:
    RELEVANT and ENGAGING
    Provide Women with pertinent health information in this “teachable moment”
    Create a dialog with Women “when and where” they’re most receptive to your messaging.
    Provides your brands “exclusivity” and viewing away from traditional commercial TV clutter

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