If you are viewing digital screens with educational or informative content in any healthcare setting, you are seeing the emerging Digital Out Of Home (DOOH) healthcare market at work. A number of digital out-of-home networks have sprung up over the last few years targeting one of the more captive and engaged audiences
there is -- patients in healthcare settings. While not at the level of audiences for Dr. Oz or Dr. Phil, a new client study from GfK Research North America showed that TV plays a major role in passing the time during a hospital stay:
there is -- patients in healthcare settings. While not at the level of audiences for Dr. Oz or Dr. Phil, a new client study from GfK Research North America showed that TV plays a major role in passing the time during a hospital stay:
- Patients watched an average of 28 hours during their stays (five days average in 2008 for the U.S.).
- Six hours were spent watching the Patient Channel, which reaches on average about 20 million hospital patients a year.
This type of programming has introduced several observations that need to be studied more including:
- Hospitals receiving higher customer satisfaction evaluations from patients for the facility and the perceived care patients received,
- Patients ranked it ahead of TV news, support groups, and the Internet as a source for health information; unsurprisingly, it ranked behind doctors and family and friends, and
- 67% of those surveyed said watching patient-centric TV after discharge made them more motivated to stay on their treatment plan.
According to Magna Global's latest ad forecast, the DOOH market will show a 15.2% CAGR for the next five years and be one of the fastest-growing media around the world. That puts it just behind two hot media categories - online video (19.6% CAGR) and mobile (19.4% CAGR) for the same period. This sets expectation for DOOH to grow about three times the rate for the media business overall (5%-5.5% CAGR). (Media Post, January 11, 2011)
No comments:
Post a Comment