Most people wouldn\u2019t search for and watch a video about treating Crohn\u2019s Disease unless they thought they or a loved one might have the illness. This concept is what helps give HealthiNation a “highly qualified and targetable audience.”<\/p>\n

Combine that with the highly vetted nature of the publisher\u2019s content\u2014accredited by the non-profit group URAC\u2014and the ability to tie ad exposure to actions taken, and you get a library of some 2,000 educational\/instructional videos in the last decade.<\/p>\n

\u201cBy the time a consume is clicking on a HealthiNation video they\u2019ve essentially opted in to wanting to view that specific type of content. So it\u2019s a very qualified, very targeted audience to begin with,\u201d CEO Michael O\u2019Donnell says in this interview with Beet.TV at the Digital Content NewFronts.<\/p>\n

At a time when so-called fake news is a concern for consumers and advertisers, HealthiNation has a built-in safeguard. \u201cEvery video that a consumer sees has been reviewed by two physicians before it’s published on HealthiNation,\u201d O\u2019Donnell explains.<\/p>\n

Among the information shared with the buy-side at the NewFronts<\/a> is HealthiNation\u2019s video completion rate, which the company pegs at 78% for pre-roll ads, compared with the industry standard 43%, and that viewers watch 76.3% of the videos that they start, as ADWEEK reports<\/a>.<\/p>\n

The lion\u2019s share of its advertising is pre-roll video, consisting of 30-, 60- and in some cases 120-second ads primarily from pharmaceutical companies \u201cwho want to communicate with these patients as they\u2019re evaluating what medical treatments they\u2019re interested in and they can share with their doctor,\u201d O’Donnell says.<\/p>\n

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.<\/p>\n

In addition to organic and SEO-generated traffic, HealthiNation counts CNN among its distribution partners. \u201cWe can take our content and our advertising and place it on the CNN Health page,\u201d O\u2019Donnell adds.<\/p>\n

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\u2019Donnell.<\/p>\n

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Most people wouldn\u2019t search for and watch a video about treating Crohn\u2019s Disease unless they thought they or a loved one might have the illness. This concept is what helps give HealthiNation a “highly qualified and targetable audience.” Combine that with the highly vetted nature of the publisher\u2019s content\u2014accredited by the non-profit group URAC\u2014and the […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6368],"tags":[6389,6496,6497,6498,6499],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46085"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46085"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46085\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}