SOURCE: Interactivation Health Networks

July 13, 2010 10:15 ET

New Study Shows Hospital-Based Out-of-Home Advertising Delivers Above Average ROI

Proves 'Fourth Screen' Value of Interactivation Health Networks' Channels

NEW YORK, NY--(Marketwire - July 13, 2010) -  The Patient Channel, a 24/7 in-hospital television network from Interactivation Health Networks, has conducted a study for one if its pharmaceutical advertisers that demonstrates above average ROI -- a 5:1 ROI after six months and 8:1 ROI after a 12 month targeted advertising campaign -- further evidence of the immense value of Digital Out-of-Home advertising, particularly as it relates to hospitals as a "fourth screen" location. 

"The reason why advertising is so effective at hospital bedside, and why the Patient Channel and Newborn Channel work is simple -- we provide marketers with a unique and differentiated platform that offers compelling and essential health content delivered at the precise moment it is needed most," said Suzanne Fleming, SVP of Sales at Interactivation Health Networks. "Our channels provide the ideal branding environment where consumers are highly attentive, highly motivated and ready to act. Connecting brands with our hyper-focused audience is an opportunity that is hard to replicate with traditional television advertising."

Interactivation Health Networks engaged IMS Consulting to perform a quantitative ROI study based upon dispensed prescribing tied to participating physicians exposed to a specified pharmaceutical company's program. The study found that when comparing post-exposure prescribing to a similar control group of physicians, identified by IMS, the pharmaceutical company saw a +2.1% incremental increase in prescribing, representing a positive return on the pharmaceutical company's investment with Interactivation Health Networks.

Results from the IMS study corroborate findings from studies conducted by Nielsen* and Razorfish** that project the continued rise of Out-Of-Home advertising due to the unchallenged ability to pinpoint a targeted, and often captive, audience with relevant messaging. For brands within the health and wellness field, the Interactivation Health Networks are a documented means of successfully activating these consumers.

Advertisers who use The Patient and Newborn Channels will have the added opportunity of further engaging with their target audience via Interactivation's propriety interactive technology. This would allow viewers of ads to directly and immediately interact with the brand with their mobile device to receive more information or coupons on the advertised product. For example, consumers can locate a nearby retailer by texting their zip code to the Interactivation-owned short code promoted in their on-air commercial.

About Interactivation Health Networks
The Patient Channel and The Newborn Channel are the most comprehensive in-hospital TV networks. Delivered directly to patient rooms and waiting areas, the Channels provide viewers with original, award-winning health programs and advertisers with the unique ability to integrate brand messaging with content that is compelling and endorsed by healthcare professionals. The Newborn Channel broadcasts baby care and postpartum programming for new parents, reaching 60% of new moms. The Patient Channel features both condition-specific and preventative health programming to empower and inform patients. The channels are currently available in over 2,700 hospitals nationwide.

IMS Health Consulting conducted the study with one of the Patient Channel's long-standing advertisers.

*Nielsen Inaugural Fourth Screen Report - April 12, 2010
**Razorfish Outlook Report 2010

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