site avail van aggregator presentation 110622.1
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SiteAvail Video Ad Network Aggregator PresentationTRANSCRIPT
Utilizing Video Ad Network Aggregators as a Tactic in your
Patient Recruitment Campaigns--------
Daniel D. WeddlePresident & Founder
SiteAvail, Inc.
June 22, 2011
What are Video Ad Networks? (VANs)
• Out-of-Home TVs:• Companies that narrowcast (Internet digital stream) video
content and ads onto TVs installed within specific venues
• On-Line Networks:• Companies that place video ads with a network of web site or
newsletter publishers
GOAL = create impressions and recruitment / referral calls-to-action on geo-targeted Patient and Health Care Provider (HCP) audiences
6/22/2011 SiteAvail VAN Presentation 2
What is an VAN Aggregator ?
• Entity that creates and manages a network of VAN affiliates to ease buying, placement, coordination, reporting and tracking of video ads on any or all of its affiliates
• i.e. ‘One Stop VAN Shopping’
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Who are the Patient Recruitment VAN Aggregators?
• SiteCloud VAN Aggregator is first service applying the VAN medium to patient recruitment opportunity
• Service started in 2009 by Dan Weddle at SiteAvail, Inc.
• Focus on Video + Technology
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Where are Video Ad Networks?
Out-of-Home TVs (~300K):– Medical Offices:
• MDs (specialists + non-)
• Dentists
• Pharmacies
• Hospitals
• Laboratories
– Non-Medical Venues:• Retail
• Grocery
• Hospitality
• Etc.
– US, UK + Canada (for now)
On-line publishers (000’s):– US = web sites by DMA
(Direct Market Area) and even targeted to zip code
– US = MD Specialty and other HCP newsletters
– International = Web sites by country or region (in 65 countries as of June 2011)
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Where are Video Ad Network TVs?MEDICAL Offices:• Dentists• Hospitals + large Medical Centers• Urgency Care centers• Outpatient labs• Pharmacies• Optometrists• MDs –specialties with significant # TV
installations (from 200 – 2,500 each)– Pediatricians– Ob/Gyn– Cardiologists– GP/FP– Rheumatology– Endocrinology– Oncology– Ophthalmology
NON-MEDICAL Venues:• Airports (mostly 'Admiral Clubs')• Amusement Parks & Centers• Convenience Stores (Condo,
Checkout + Gas Pump)• Educational facilities• Grocery Stores (Checkout + Aisle)• Health/Fitness & Beauty Salons• Malls (Food Courts + General)• Money Centers• Night Clubs• Quick-Serve restaurants• Hotel + Restaurant Bar/Dining• Residential & Commercial• Retail (several types)• Sports / Gaming / Events centers• Tourism + Attractions• Transit (Buses + Taxis) • Veterinarians
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Where is video placed? (on Thousands of…)
1. VAN TVs: X miles from PI 2. Web Sites + Newsletters
Aggregator
Places by…
Country
Web Site 1/ Newsletter 1
Web Site 2/ Newsletter 2
Country
Web Site 3/ Newsletter 3
Principal Investigator
VAN TV
(MD office)
VAN TV
(DMD Office)
VAN TV
(Non-Medical Venue)
VAN TV
(Lab office)
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When = video length, timing, logistics
Out-of-Home TVs:• Geo-location of thousands
of targeted TV types, within X radius miles from PI, is done in one week
• Video is playing One week after receipt of IRB approval
• 10- to 30-minute content + ad loops per venue
• 30- to 60-second video ads are typical (longer, w/Health Ed content = better?)
On-line Networks:
• Identification of thousandsof web site publishers and HCP newsletters by targeted demographics, geographies, etc. done in one week
• Video is playing One week after receipt of EC approval
• 15-sec to 2-minute* video ads (*minimal availability)
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How does VAN Aggregation work?
To CLIENT Call Center or Site for Screening
Patient/HCP SMS calls
Patient/HCP Web site inquiries
Patient/HCP phone calls
• All VAN tactics/campaigns for running video ad are approved by client
For ROI attribution, VAN is given unique call-to-action URL, phone + SMS #’s as shown to Patients/HCP on the video
• Aggregator distributes to VANs with flight details
Calls-to-action, tracking is managed by study team
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Dynamic Optimization model
SiteCloud places IRB/EC-approved
video on VANs
Patients + HCPs click on or view
patient recruitment
video
Patients + HCPs take action for pre-screening +
referrals
Team tracks and communicates
patient recruitment outcomes by site/country
SiteCloud adjusts campaign
according to site + country
enrollment needs
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Why VAN Aggregators?
Out-of-Home TVs:• Ease of video ad placement
• Geo-locate ad placements near your Principal Investigators + Sites
• Reach patients in your targeted populations in waiting rooms of thousands ofmedical specialties
• Add referring physicians to your strategy
• CONTROL ! (vs. social media)
On-line Networks:
• Ease of video ad placement
• Geo-locate ad placements to HCPs and patients near your Principal Investigator Sites
• Create billions of video ad impressions to your target demographics per month
• Low-risk, cost-per-click (CPC) payment model for web-based VANs (not Newsletters)
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…What’s next for VANs?
Out-of-Home TVs:
• More MD offices• More MD specialties• More geographies• QR Codes (Quick Response,
above) embedded in video for scanning by smart phones to link directly to study web site (more efficient for patients!)
• On-line PI/TV match report system for quickly assessing scale of VAN TV coverage
• INSTALLATION REFERRALS
On-line Networks:
• More countries
• More publishers (Web sites + eNewsLetters)
• Value-Added research:– Capabilities already here
– Minimum buys required
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What’s Next for SiteAvail ?
• Community-based recruitment campaigns:
– Portals linking non-profit organizations to sponsored, study-specific pre-screening web sites
– Engaging directly with community leaders
• Patient retention collaborations:
– Mobile service providers
– Centralized management of Patient Transportation
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Q&A?
Contact:
Dan Weddle508-653-5349 tel
508-736-1883 [email protected]
www.siteavail.com
Thank You!
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