OOH Media forays into healthcare and pharma

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | September 30, 2009
The screens installed in the hospitals will run both commercial and nonócommercial vignettes in terms of content

Out of Home (OOH) Media, the out of home television company, is all set to enter the fast growing healthcare and pharma segment.

OOH Media screens are currently located in various clusters including malls, multiplexes, gyms, salons, clubs, office buildings, residential buildings, airport buses, restaurants, Canteen Stores Departments (CSDs), which include the army and naval canteen stores.

It has now ventured into this new space. To begin with, the company has tied up with leading hospitals in metros such as Mumbai, Delhi, Kolkata, Lucknow and Bengaluru, installing more than 200 screens at the prime locations of the hospitals.

& #BANNER1 & #OOH Media will add Wockhardt, Bombay Hospital, Global Hospital, Batra Hospital, RTIIS, Asian Heart Institute and many more to its profile in the first phase of the healthcare segment expansion approach.

Entering this new segment takes the total number of OOH Media screens to about 5,000 across 22 cities.

Commenting on the expansion, Ishan Raina, chief executive officer, OOH Media, says, "Healthcare and pharma is one of the fastest growing sectors today, which needs innovative ways of doctor engagement and patient education. The initial response from the pharma industry has been very encouraging."

The screens installed in these hospitals will run both commercial and nonócommercial vignettes in terms of content. In addition to this, required health issues will also be addressed, providing the visitors with required information on healthcare. The creative for these campaigns will be created by the inóhouse content team of OOH Media.

OOH Media is in talks with more hospitals across India and will soon add more screens in its healthcare and pharma network. It plans to have a total of about 500 odd screens in this segment by the end of this year.

Established in 2006, Out of Home Media today claims to reach out to 50 million people monthly, with more than 250 advertisers on board. In association with Nielsen, OOH Media also conducted the OOH Metrics research.

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