CARE Media Holdings Corp Turns Negative Wait Time Into a Positive Learning Experience
Out-of-home digital media programming is fast becoming the affordable advertising alternative to reach target audiences.
Los Angeles, CA (PRWEB) November 12, 2008
Point-of-care is the preeminent venue to deliver relevant consumer messages to an engaged, captive audience. Patients typically wait an average of 25 minutes in a doctor's reception area before moving to an exam room; doctors are increasingly concerned about providing reliable, valuable information to their patients while they wait.
Using state-of-the-art, high-definition digital media to air educational healthcare content pertinent to viewers, and endorsed by physicians, CARE Media has begun targeting viewers in veterinary, pediatric, and OB/GYN offices across the country. Out-of-Home Digital Networks are the fastest-growing segment of the marketing and communications industry and new digital media are forecast to grow at a rate of over 20 percent a year (source: TNS Media Intelligence Report). Tampa-based, CARE Media Holdings Corp is filling this information gap by providing programming in this new media to thousands of doctors' offices across the United States.
Through their brands, PetCARE TVTM, KidCARE TVR, and Women's HealthCARE TVTM, CARE Media is reaching millions of consumers. Their target audience is women ages 25-34, with two children at home and an average family income of $55,000, who are especially predisposed to gathering healthcare information for their families.
Each network in the CARE Media family targets a niche of consumers, offering advertisers a unique and affordable way to reach a target audience through integrated marketing and multi-platform opportunities. In addition, CARE Media programming airs on networks that are all fully audited by Nielson and Arbitron, ensuring advertisers can substantiate their ROI.
"At CARE Media we reach beyond the top 100 DMAs to guarantee our advertisers maximum ad exposure and optimal accountability," explains Phillip M. Cohen, CARE Media's president and CEO. "We continually monitor our audience via industry standards and utilize new research tools that allow advertisers daily access to audits and reporting methodology."
Women are considered the prime market by potential advertisers and Lucid Marketing estimates that 80 percent of household spending is directed by Moms, yet, moms are extremely busy, devoting less and less time to media. While research shows that moms are most receptive to newspaper and magazine ads, they actually spend very little time reading.
A doctor's reception area provides the perfect setting to deliver specific advertising messages to an engaged audience, predominantly women, unable to skip ads or channel surf. CARE Media's continual program loop is like a traditional television schedule, interspersing informational segments with commercials and billboard ads. The frequency of ad rotation ensures each patient exposure to target ads during their wait time. According to a study by The Parenting Group, moms are 50 percent more open to advertising in a doctor's office.
WHERE MOMS ARE MOST OPEN TO ADVERTISING
Newspapers 58%
Magazines 53%
Doctor's office 50%
Public transportation 48%
Movie theaters 43%
SOURCE: The Parenting Group
CARE Media has developed a medical advisory board to ensure the validity, accuracy, and relevance of all programming provided. "We work with doctors all the time to make sure that the content of programming we provide allows patients to open up a dialog with their doctor in order to ensure that patients get all the information they need to make good medical decisions," says Cohen. "Adjacent advertising within relevant segments results in increased ad attentiveness and effectiveness, along with the perceived endorsement of their doctors."
KidCARE TV
KidCARE TVR digitally delivers programs to heighten a mother's awareness of pediatric wellness issues and improve collaboration between parents and pediatricians. The network targets the 60,000 pediatrician members of the American Academy of Pediatrics (AAP). The AAP reports an average of 26.5 minutes waiting time to see a pediatrician. These waiting room/exam rooms provide "the Captive Audience", of women age 25-34 with children 1 week to 16 years of age.
PetCARE TV
PetCARE TVTM offers exciting client education tools that allow veterinary professionals the opportunity to further promote companion animal health and welfare to pet owners. PetCARE TV is hosted by nationally-known media veterinarians, Dr. Jeff Werber and Dr. Bernadine Cruz. Companies such as K9 Advantix, Purina, Nestle, Frontline, and Fox Movie Corp. currently advertise. PetCARE TV also has an interactive online site, www. MyPetCARETV. com, which provides pet owners a forum to interact with other pet owners and with veterinarians.
Women's HealthCARE TV
Women's HealthCARE TVTM specifically addresses the growing number of obstetric and gynecological health care issues women face on a daily basis. Spanning the range from puberty through pregnancy and beyond through menopause, Women's HealthCARE TV will cover topics such as urinary disorders, mammograms, heart disease, infertility, pregnancy issues by trimester, and sexually transmitted diseases such as HPV. Roll-out began October 1, 2008 in 100 beta sites. Throughout the remainder of 2008, subscribing offices will receive installation with the expectation of 1,000 offices enlisted by January 1, 2009. Expansion will continue throughout 2009 with growth expectations reaching 2,500 offices by the end of Q4 2009.
About CARE Media Holdings Corp
CARE Media Holdings Corp (Care Media), through its brands PetCARE TVTM, KidCARE TVR, and Women's HealthCARE TVTM, delivers advertiser-supported educational programming to millions of consumers through veterinarian, pediatrician, and OB/GYN offices throughout North America. The captive audience networks, PetCARE TV, KidCARE TV, and Women's HealthCARE TV, broadcast short informational video segments interspersed with relevant advertising at point-of-care, educating caregivers on pertinent healthcare issues and encouraging viewer/physician discussion during the examination. Care Media bridges the gap of wait time before medical appointments, using new high-definition digital media to air its content which is all produced in-house. PetCARE TV offers direct-to-consumer television programming to nearly 4,000 subscribing veterinary hospitals and clinics. KidCARE TV, launched in October 2007, operates in over 2,500 pediatric offices. Women's HealthCARE TV, targeting women of all ages, has just been released in OB/GYN offices across the country.
For more information visit www. CareMediaTV. com
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