Place-Based Point-of-Care Patient EducationReaching Ultra-Targeted Women

DOOH Has Arrived

• Digital out-of-home (DOOH) advertising combines the power of television with the power of place

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AIRPORTS / AIRPLANESAIRPORTS / AIRPLANES

HEALTH CLUBS

HEALTH CLUBS HEALTH CLUBSHEALTH CLUBS

RESTAURANTS / BARSRESTAURANTS / BARS

ELEVATORS / OFFICE BUILDINGSELEVATORS / OFFICE BUILDINGS

RETAIL / MALLSRETAIL / MALLS

HEALTH CARE / DOCTORS/VETS OFFICES

HEALTH CARE / DOCTORS/VETS OFFICES

SPORTS / ENTERTAINMENT VENUES

SPORTS / ENTERTAINMENT VENUES

BOOKSTORESBOOKSTORES

CAMPUSESCAMPUSES

SUPERMARKETSSUPERMARKETS

ALIGNED WITH CONSUMERS’ DAILY EXPERIENCE

Of the 155 MM who recalled seeing a place based digital/video network,

76% noticed them at multiple venues*

*Source: Arbitron National OOH Video Report 2009

Precision Targeting• Arbitron Digital Place-Based Video Study 2010 indicates that 70% of U.S.

residents 12+ have seen a digital place-based video display in the past month-more than have viewed internet video or Facebook!

– Nearly one in five of those who have seen a digital place-based ad say they have made an unplanned purchase after seeing an item featured on the screen.

– Fifty-eight percent of teen and adult U.S. residents have visited a medical office in the past month.

– When compared to other place-based locations, digital screens in medical offices rank as the second most viewed among teen and adult U.S. residents.

– The 2010 study also found that 34% of teen and adult U.S. residents who visited a medical office in the past month viewed digital video during at least one of those visits - approximately 51 million consumers.

• Arbitron Out-of-Home Digital Video Display Study 2009 found that 21% of women with children reported having seen a DOOH display at a doctor’s office.

Our Captive Audience

SightSOUNDmotion

Immune to ad skipping: Commercials on place-based video ad networks can’t be fast forwarded.

Create an emotional connection within relevant content at a time of heightened health awareness

Engaged and receptive: Place-based audiences can focus on the program, because there aren’t any distractions. According to a MediaPost study, “Moms are distracted viewers. 70% reported doing other things while they watched [television], whether folding laundry, cooking dinner, or playing with their kids.”*

*Source: Megan Maguire for MediaPost’s Engage: Moms, May 12, 2010.

Mom’s Rule….

• Desirable demographic group– Account for a total market value estimate to

approach $12 trillion by 2012.

Women-Expectant Moms—Newborns & Kids—Pet Parents

KidCARE TV• Largest Broadband Provider of Patient Education Programming in Pediatric

Waiting Rooms including: – 2,500 Advertiser Supported Screens – Program Host– Original content – 3 to 5 minute segments – 12 separate one minute pods for advertising– Arbitron Measured– Complies with DP-AA (formerly OVAB) Metric Guidelines– 3 ad rotations per hour to maximize impressions

Women’s HealthCARE TV• Largest Broadband Provider of Patient Education Programming in OB/GYN

Waiting Rooms including: – Currently airing on 1,000 Advertiser Supported Screens, with another

500 scheduled to install by Q2 2011– Program Host– Original content – 3 to 5 minute segments– 12 separate one minute pods for advertising– Arbitron Measured– Complies with DP-AA (formerly OVAB) Metric Guidelines– 2 ad rotations per hour to maximize impressions

PetCARE TV

• Largest Broadband Provider of Patient Education Programming in Veterinary Waiting Rooms including: – Currently airing on 1,500 Advertiser Supported Screens with another 500

scheduled to install by Q2 2011– Program Hosts are “Star” Veterinarians– Original content – 3 to 5 minute segments– 10 separate one minute pods for advertising– Arbitron Measured– Complies with DP-AA (formerly OVAB) Metric Guidelines– 5 ad rotations per hour to maximize impressions

Arbitron On-Site Audience Estimate Study

Kids in the Household….

“What are the ages of the children who live in your household?”

Source: April 2009 Arbitron On-Site Audience Estimate Study of KidCARE TV viewers

Reach mom on the Path to Purchase

• After being exposed to CARE Media …– 41% of visitors will shop at a grocery story– 26% of visitors will shop at a drug store or pharmacy– 10% of visitors will shop at a mall

Transactional Customers

Venue Attribute

• Pediatrics, OB-GYN and Veterinary Offices– Women/Moms are the patients and caregivers.

• Physician Implied Endorsement– Waiting Rooms are considered the physician’s sacred domain;

therefore patients consider the environment a potential learning experience and teachable moment

• High Waiting Room Or Dwell Time– 12 to 27 minutes

• Viewer Insurance Profile– A majority have medical insurance– 10% of PetCARE TV viewers have health insurance for their pets!

UNIQUE SELLING PROPOSITION

• Programming– Award-winning human/animal health programming– Produced and directed by CARE Media under the direction of our

Medical Advisory Boards.– Subtitles in English and Spanish within all programming and

advertising– Guaranteed Segment Adjacencies with Product Placement

• Accountability– Monthly Performance Reports

• Surrounding The Patient – 100% Broadband– Mobile Communications linked to sponsorship with texting and 10 sec streaming video– Literature Distribution– Commercial Production Available

• Prompt the viewer to send a text message to the number on the screen.

• The return text provides additional information, such as a website link or coupon code. The newest option is to send a short video to capable phones.

• Mobile coupons are redeemed 10 times as often as are mail or newspaper distributed coupons.*

• Value-added with all network campaigns.

More Ways to Reach the ViewerMobile Marketing

*Source: Borrell Associates Local Mobile Advertising & Promotions: Mobile Coupons Set to Cash In (Apr '10) Executive Summary

Literature Distribution

• Supply the CARE Media venue with take-home brochures or coupons for the viewer.

• Pricing ranges from $11-$15 per office.

Sample Programming Segments

WHCTV segmentsinclude:

– Heart Disease– Insomnia– Prenatal Care

and Nutrition– Breast Self-

Exam– Prenatal

Conditions– Pre-Menstrual

Syndrome– Labor and

Delivery

KCTV Segments include:

– Parent/Pediatrician/ Pharmacist Bond

– Head Lice– Lyme Disease– Iron Deficiency

Anemia – Water in the Diet– Introducing Your Pet

to the New Baby

The Medical Advisory Board for each network approves all programming segments.

PCTV segmentsinclude:

– Fleas and ticks– Grooming– Nutrition– Pet First Aid– Dental Disease– Spay and

neuter– Vaccines– House training– Aging

Trust: Physician Office

Testimonials

“My staff talks about the programming all of the

time. I am constantly hearing them comment on

how informative it is. The installation was done

beautifully and it blends so nicely with our décor. We

could not be more pleased.

» Tonya Clark, Office Manager

Statesboro, GA

“Women’s HealthCARE TV covers topics that are not

widely talked about. One of our patients commented

that she was so pleased to see the segment on

Lupus.

» Jeannie, Medical Assistant

Union, SC

“The patients are really watching the programming.

Every time I look in the waiting room or call a

patient, they are watching the programming.”

» Tara Athens, AL

“Everyone really likes the programming. It is exactly

what our practice needed.”

» Linda, Canton, OH

Testimonials

“Our patients love the programming so much that occasionally when called to come to the exam room, they ask if we can take somebody else ahead of them so they can finish watching a certain segment in the waiting room.”

» Dr. Jose Aguirre, San Antonio, TX

“All of your programming is very helpful to our practice. The parents comment that the segments on Car Seat Safety and Infant Feeding are very beneficial.”

» Yolanda Coley, Office Manager, Atlanta, GA

“The programming is working out great in the waiting room. The parents comment on how helpful the material is in understanding the health of their children.”.

» Dr. Philip Owusu-Ansah, Bronx,NY

“It has generated additional questions from the parents who watch it while they wait. I am very happy with KidCARE TV.”.

» Dr. Kimberly Graziano, Sebastian, FL

Testimonials

“PetCARE TV has helped our business because in a

routine exam the doctor cannot cover everything.

It’s the little things like the dog scooting on the

carpet that helps the clients bring up specific issues

they’re having with their pet. It’s good for them to

see that some of their issues are very common.:

» Karen Harris, Practice

Manager, Libertyville, IL

“It keeps the clients occupied and it’s very

interesting.”

» Lori Zufelt, Receptionist, Grand

Rapids, MI

“Even the kids are entertained by watching PetCARE

TV.”

» Kate Jessup, Receptionist,

Chapel Hill, NC

“One of our clients actually scheduled an

appointment after watching a segment covering

demodectic mange.”

» Donna Brown, Receptionist,

West Brookfield, MA

Summary

CARE Media TV Networks are:RELEVANT and ENGAGING

• Provide Women with pertinent health information in this “teachable moment”

• Create a dialog with Women “when and where” they’re most receptive to your messaging.

• Provides your brands “exclusivity” and viewing away from traditional commercial TV clutter