Big Pharma brands have seen the advantage of utiltizing the pre-vetted nature of medical content videos at HealthiNations, a health video startup that features over 2,000 videos ranging from treating Crohn’s Disease to children's health.
“By the time a consumer is clicking on a HealthiNation video, they’ve essentially opted in to wanting to view that specific type of content. So it’s a very qualified, very targeted audience to begin with,” said chief executive Michael O’Donnell. “Additionally, every video that a consumer sees has been reviewed by two physicians before it’s published on HealthiNation.”
According to O'Donnell, with 200m Americans - including baby boomers, millennials and Gen Xers - thinking about health and fitness on daily basis, and will watch HealthiNation's content longer than that of most larger publishers.
With the highly vetted nature of the publisher’s content — accredited by URAC, a non-profit which helps promote health care quality through the accreditation of organizations involved in medical care services, HealthiNation’s has a solid video completion rate, which the company pegs at 78% for pre-roll ads, compared with the industry standard 43%, and notes that viewers watch 76.3% of the videos that they start.
The lion’s share of its advertising is pre-roll video, consisting of 30-, 60- and in some cases 120-second ads primarily from pharmaceutical companies “who want to communicate with these patients as they’re evaluating what medical treatments they’re interested in and they can share with their doctor,” O’Donnell said.
Viewers who click on ads can be tracked to brand websites and their actions after viewing an ad can be noted. Regulations limit who can target those viewers.
In addition to organic and SEO-generated traffic, HealthiNation counts CNN among its distribution partners. “We can take our content and our advertising and place it on the CNN Health page,” O’Donnell adds.
As HealthiNation continues to grow its audience, it would like to expand beyond the nearly two dozen pharma brands that currently populate its site, among them medical device marketers, convalescent homes and treatment centers, according to O’Donnell.