Reaching waiting-room consumers requires brands to provide something of value. Ad-based programming must be interesting and credible, addressing the needs of the audience and potentially enhancing the perceived expertise of the practitioner.
That’s why content is king at Care Media, a leading distributor of broadband-delivered patient education programming to medical specialty practices. The company’s 6,350-plus screens reach almost 80 million adults annually in pediatric, OB/GYN and veterinary waiting rooms. Recently, the Tampa-based company won a 2011 Digital Screenmedia Association’s “Award of Excellence” for its networks’ content.
Ads are more credible when embedded in useful, third-party information, says Philip Cohen, CEO of Care Media. “You have to create your content with the same attention you do for other media.”
Utilizing a panel of practicing doctors, Care Media develops programming for each specialty network, and then tests the content for engagement and advertiser recall. Subscribing practices receive fresh content via broadband connections that also provide advertisers with messaging accountability.
“Advertiser-supported patient education programming has implied doctor endorsement—another important factor for advertisers to consider,” says Charles Richardson, Care’s CMO. “We reach consumers at teachable moments.”
Richardson says digital place-based messaging complements the ads delivered by traditional TV. “But we offer the advantage of connecting with consumers when they are in an active mode, rather than just watching the screen at home,” he says. “We reach moms, pet owners and women when they are right on their pathway to purchase.”
Concentrating on consumers in office waiting rooms, Care Media has spent more than seven years perfecting the efficacy of its three networks:
KidCare Television Network delivers programs to 3,000 screens in pediatric waiting rooms. The content is designed to heighten mothers’ awareness of pediatric wellness issues and to improve collaboration between parents and pediatricians.
PetCare Television Network, provides the veterinary profession with client education tools relating to pet health needs and the role their veterinarian plays in the delivery of these services. The company has deployed 1,750 screens in veterinary waiting rooms. “Pets are loving companions to children and adults,” Richardson says. “In that regard, pet owners are similar to parents. They want to do the best possible job of taking care of that loved one.”
Women’s HealthCare Television Network delivers programs to heighten women’s awareness of wellness issues and improve collaboration between patients and doctors. Care Media has deployed 1,600 screens in OB/GYN waiting rooms.
“By creating these networks, Care Media has been able to increase revenue for doctors and veterinarians, while saving time for the staff and entertaining and educating the waiting room viewers,” Richardson says. “Additionally, because of the proven value of the Care Media brand, the networks are fully supported by advertising dollars.”
Overall, the Care Media-branded networks yield high levels of advertiser recall—up to 75 percent—among consumer viewers, according to Richardson. “Our metrics demonstrate our success in reaching these target audiences,” Richardson says. “Our awards for content, plus our results for advertisers, attest to our ability to communicate with consumers in a real and relevant way that resonates with their interests and desires.”
The PetCare Television Network, broadcast in veterinary waiting rooms, provides targeted information for pet owners.