Arbitron Rx: Placed-Based Health Videos

Approximately 90% of people who see advertising in health care venues can recall an ad delivered by those media, including both health care workers, patients and visitors, according to a new study by Arbitron performed for the Health Media Network. This result includes the impact of both media and place-based video. The HMN ads included both posters and spots inserted into content on digital televisions around health care facilities.

Arbitron found that 60% of the total hospital population noticed at least one of the media, 55% noticed the TVs and 45% noticed the posters. The group of patients and visitors who noticed the TVs watched about 1 hour and eight minutes' worth of content on average, including advertising. Furthermore, 60% recalled at least two ads, and 31% recalled three.

As out-of-home video in general enjoys a boom, health care facilities have become an especially popular venue for place-based networks. Recently, Arbitron's Custom division was hired by KidCare TV, a place-based digital video network in general pediatrics waiting rooms, to gauge the response of visitors and employees to the network, which delivers content about childhood-related illnesses and preventative health care.



In December, 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.

Another network, Healium, delivers content to digital monitors in doctors' offices around the country and hopes to install displays in 120,000 medical practices by the end of 2008, delivering 3 million viewers per month. Healium features video content from CBS.

Last but not least, NBC's Digital Health Network recently said it would expand its health content and advertising partnerships 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.

The Patient Channel is available around the clock on TVs in patient rooms and waiting areas in over 1,600 hospitals. It claims to reach over 6 million patients a year with its roster of over 40 educational programs on various topics such as asthma, diabetes, cholesterol and osteoporosis.

Meanwhile, the Newborn Channel reaches neonatal waiting areas and recovery rooms in over 1,000 hospitals around the country. It claims to reach 2.5 million new mothers every year with content covering issues like infant care, maternal care, breastfeeding, and immunizations.

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