Signs of the Times - May 2014 - (Page 40)

The M o v i ng Me ssag e Wade Swormstedt is the publisher/editor of Signs of the Times magazine, celebrating his 30th year on staff. B y Wa d e S w o r m s t e d t DS in the Health-Care Industry How one integrator serves 44,000 doctors with 6,000 screens seen by 200 million patients V iew this column as a case history of dynamic-digital signage (DS) for a niche market. With a cursory glance, we might initially describe Health Media Network (HMN) as in integrator, in that it purchases hardware/software and assembles and maintains the quasi-POP advertising in doctors' offices. But a more accurate description would be "operator" because it partners with individual clients. Additionally, it doesn't resell the system. HMN debuted in 2007, yet it already has provided 6,000 free, digital, flatscreen, 32-in. monitors and free content to more than 44,000 physicians, while reaching an estimated 200 million patients and caregivers. Why? For the same reason that some electronic-message-center (EMC) companies have given shopping centers free signs. Because they can sell third-party advertising as part of the content. It works well enough that HMN turns away facilities that don't meet its criteria. Health Media Network (Darien, CT) was founded in 2007, but it mushroomed to providing IP-addressable screens to 15,000 doctors by 2010, 22,000 by 2011, 35,000 by 2012, and currently more than 44,000. It offers 25 specialty networks, hundreds of videos and other streaming news at no cost to the medical facilities. How much time have you spent in doctors' offices? How do you spend that time? HMN has utilized the research skills of Nielsen/Arbitron to find out some answers and averages. (Yes, you may still be taking baby steps with DS, but can you imagine how HMN's Hardware/Software Provider successful you would be at selling traditional, on-premise signage if you had data like the following?) * The average patron spends 38 minutes watching the HMN network. * 85% of the viewers found pointof-care media ads to be believable BroadSign Cloud For the software for all of its installations, HMN relies exclusively on BroadSign International LLC (Montreal). And now that BroadSign has developed a new player, going forward, HMN is exclusively using that as well. Here is an overview of the two key components. BroadSign Digital Signage Software (including BroadSign Creator and BroadSign Open) * HMN uses BroadSign's software platform to remotely monitor and manage programming. * The BroadSign Creator web application enables offices and their screens to run different content, ensures that dynamic content is constantly refreshed via the Internet, and accommodates 40 SIGNS OF THE TIMES May 2014 copy changes within 24 hours. * BroadSign Open is the Application Programming Interface (API) that allows companies to build BroadSign add-ons. Software can talk to other software without human intervention. HMN uses BroadSign Open to integrate with its extensive database of physician metadata, and it allows pinpoint targeting of advertising campaigns.  BroadSign Player BroadSign Administrator BroadSign Xpress * BroadSign Xpress is a fully functional and fully supported, Android-based smart player that has decreased the cost of deploying digital signage compared to PC-based, hardware alternatives. * It can utilize Adobe Flash and HTML 5. * It offers 16 GB of storage.

Table of Contents for the Digital Edition of Signs of the Times - May 2014

Signs of the Times - May 2014
Columns & Departments
St Update
Technology Update
Typography Foe Wide-Format Design
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review: The Mutoh ValueJet 1617H printer
Technology Review: CorelDRAW Graphics Suite X7
Design Matters
New Products
Advertising Index
Editorially Speaking

Signs of the Times - May 2014