April 5, 2011

Digital Out of Home ( DOOH ) Healthcare TV by Jim Bloedau of Information Advantage Group

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:
  •   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)

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