Health Media Network, which reaches patients in doctors’ offices and hospitals, announced a strategic partnership with SITO Mobile to create a mobile, location-based ad network targeting healthcare consumers nationwide.
Under the terms of the deal, HMN will use SITO’s location-based mobile ad platform to augment its current digital media assets, including digital signage, wallboards and brochures, which reach 11,000 physicians’ offices and hospitals through 30 specialty health networks across the U.S.
For its part, SITO specializes in delivering location-based SMS and MMS messages, based on user preferences, interests, behaviors, and purchase patterns.
The combination will enable HMN to deliver health-related content to consumers via their mobile devices, while providing a platform for pharmaceutical makers, consumer-packaged goods and advertisers in other healthcare-related categories to engage patients on the go.
Plus, once the relationship is established marketers can continue to engage consumers at pharmacy or other retail venues as they prepare to fill prescriptions or buy over-the-counter products.
Health Media Network chief revenue officer Joe Petrosino explained: “Our partnership with SITO enables HMN to deliver relevant health and wellness messaging to consumers on their personal devices during a critical window of time in their health journey -- from the physician's office visit through the treatment, purchase and therapy activation process.”
HMN has been bolstering its content offerings and distribution partnerships in recent months. In May of this year the company acquired HealthBridge’s Patient Education Center, a division of Physician’s Weekly that includes Health Focus Waiting Room TV, effectively doubling its healthcare media footprint and gaining access to content from Harvard Medical School.