DOOH Healthcare TV for the Medical Home by Jim Bloedau of Information Advantage Group

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Out of the house TV keeps patient on their treatment regimes.

Out of the house TV keeps patient on their treatment regimes.

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  • 1. Digital Out of Home Healthcare TV by Jim Bloedau of Information Advantage Group By Jim Bloedau of Information Advantage Group 67% of those surveyed said watching the patient- centered TV (online) after discharge made them more motivated to stay on their treatment plan. If you are viewing digital screens in any healthcare setting, you are seeing the emerging Digital Out Of Home (DOOH) healthcare market at work. A number of digital out-of-home networks have sprung up over the last few years targeting one of the more captive and engaged audiences there is -- patients in healthcare settings. While not at the level ofaudiences for Dr. Oz or Dr. Phil, a new client study from GfK Research North Americashowed that TV plays a major role in passing the time during a hospital stay:  Patients watched an average of 28 hours during their stays (five days average in 2008 for the U.S.).  Six hours were spent watching the Patient Channel, which reaches on average about 20 million hospital patients a year.This type of programming introduced several observations that need to be studied moreincluding:  Hospitals receiving higher customer satisfaction evaluations from patients for the facility and the perceived care patients received,  Patients ranked it ahead of TV news, support groups, and the Internet as a source for health information; unsurprisingly, it ranked behind doctors and family and friends, and  67% of those surveyed said watching patient-centric TV after discharge made them more motivated to stay on their treatment plan.According to Magna Globals latest ad forecast, the DOOH market will show a 15.2% CAGRfor the next five years and be one of the fastest-growing media around the world. That putsit behind just two hot media categories - online video (19.6% CAGR) and mobile (19.4%CAGR) for the same period. This sets expectation for DOOH to grow about three times therate for the media business overall (5%-5.5% CAGR). (Media Post, January 11, 2011)