• by Erik Sass  @eriksass1, December 3, 2009

Place-based video in health-care venues is a rapidly growing niche within the digital out-of-home video market, with a number of networks in particular emphasizing original content with special relevance to consumers in health-care settings.

In the latest expansion, Everwell TV -- which operates a network of digital video displays in physician waiting rooms -- said it will begin extending distribution of its original content to new channels including the Web, e-newsletter, video-on-demand, smartphone apps and text messaging.

Everwell will drive consumer awareness of the new content channels through promotional messaging on its own network and Web site, as well as through partnerships with content distributors and syndicators like WorldNow, DivX, Inc. and 5min, which distributes video for broadband, among others.

Everwell's network currently reaches thousands of physicians' offices across the country, concentrated in primary care, ob/gyn and cardiology practices in the top 25 markets. An Arbitron study for Everwell found that viewers typically wait for 30 minutes or more in the areas reached by its displays. Ninety percent of those surveyed said they thought Everwell's content was a good way to learn about health issues.

In fact, Everwell is just one of a growing number of digital out-of-home video networks targeting consumers in health-care venues, many of which are bolstering their ad sales propositions with new custom research and audience measurement initiatives.

The big TV networks have also shown interest in health-care DO as a distribution channel. One national network, Healium, delivers a mix of CBS content and healthcare-related programming to digital monitors in doctors' offices around the country, reaching roughly 3 million viewers per month.

NBC's Digital Health Network expanded its health content and advertising partnerships in 2008 to include the Patient Channel and the Newborn Channel -- national networks based in hospitals. Both networks were developed as joint ventures by NBCU and its parent company GE, as part of GE Healthcare.

Last year, an Arbitron study for the Health Media Network found that approximately 90% of people who see advertising in health-care venues can recall an ad delivered by those media, including health-care workers, patients and visitors.

In December 2007, Creative Marketing and Media Solutions launched a new place-based video network in the waiting rooms of 200 dental offices, with plans to add an additional 1,200 in 2008. Produced in partnership with Nobel Biocare, which manufactures and distributes dental supplies, the IP-based network broadcasts entertainment and educational content, as well as news, weather and sports updates.