SiteAvail Video Ad Network Aggregator Presentation

1. Utilizing Video Ad Network
Aggregators as a Tactic in your
Patient Recruitment Campaigns
--------
Daniel D. Weddle
President & Founder
SiteAvail, Inc.
June 22, 2011

2. 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
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3. 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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4. 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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5. Where are Video Ad Networks?
Out-of-Home TVs (~300K): On-line publishers (000’s):
– Medical Offices: – US = web sites by DMA
• MDs (specialists + non-) (Direct Market Area) and
• Dentists even targeted to zip code
• Pharmacies – US = MD Specialty and
• Hospitals other HCP newsletters
• Laboratories – International = Web sites
– Non-Medical Venues: by country or region (in 65
• Retail countries as of June 2011)
• Grocery
• Hospitality
• Etc.
– US, UK + Canada (for now)
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6. Where are Video Ad Network TVs?
MEDICAL Offices: NON-MEDICAL Venues:
• Dentists • Airports (mostly 'Admiral Clubs')
• Hospitals + large Medical Centers • Amusement Parks & Centers
• Urgency Care centers • Convenience Stores (Condo,
Checkout + Gas Pump)
• Outpatient labs
• Educational facilities
• Pharmacies
• Grocery Stores (Checkout + Aisle)
• Optometrists
• Health/Fitness & Beauty Salons
• MDs –specialties with significant # TV
installations (from 200 – 2,500 each) • Malls (Food Courts + General)
– Pediatricians • Money Centers
– Ob/Gyn • Night Clubs
– Cardiologists • Quick-Serve restaurants
– GP/FP
• Hotel + Restaurant Bar/Dining
– Rheumatology
– Endocrinology • Residential & Commercial
– Oncology • Retail (several types)
– Ophthalmology • Sports / Gaming / Events centers
• Tourism + Attractions
• Transit (Buses + Taxis)
• Veterinarians
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7. Where is video placed?
(on Thousands of…)
1. VAN TVs: X miles from PI 2. Web Sites + Newsletters
VAN TV
(MD office)
Aggregator
Places by…
VAN TV
VAN TV Principal
(DMD Country Country
(Lab office) Investigator Office)
Web Site 1/ Web Site 2/ Web Site 3/
VAN TV Newsletter 1 Newsletter 2 Newsletter 3
(Non-
Medical
Venue)
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8. When = video length, timing, logistics
Out-of-Home TVs: On-line Networks:
• Geo-location of thousands • Identification of thousands
of targeted TV types, within of web site publishers and
X radius miles from PI, is HCP newsletters by targeted
done in one week demographics, geographies,
• Video is playing One week etc. done in one week
after receipt of IRB approval
• Video is playing One week
• 10- to 30-minute content +
ad loops per venue after receipt of EC approval
• 30- to 60-second video ads • 15-sec to 2-minute* video
are typical (longer, w/Health ads (*minimal availability)
Ed content = better?)
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9. How does VAN Aggregation work?
• All VAN tactics/campaigns
Patient/HCP for running video ad are
Patient/HCP
Web site
phone calls
approved by client
inquiries
 For ROI attribution, VAN is
given unique call-to-action
Patient/HCP
URL, phone + SMS #’s as
SMS calls shown to Patients/HCP on
the video
• Aggregator distributes to
To CLIENT Call Center
VANs with flight details
or Site for Screening  Calls-to-action, tracking is
managed by study team
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10. Dynamic Optimization model
SiteCloud places
IRB/EC-approved
video on VANs
SiteCloud adjusts
Patients + HCPs
campaign
click on or view
according to site
patient
+ country
recruitment
enrollment
video
needs
Team tracks and
communicates Patients + HCPs
patient take action for
recruitment pre-screening +
outcomes by referrals
site/country
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11. Why VAN Aggregators?
Out-of-Home TVs: On-line Networks:
• Ease of video ad placement • Ease of video ad placement
• Geo-locate ad placements • Geo-locate ad placements to
near your Principal HCPs and patients near your
Investigators + Sites Principal Investigator Sites
• Reach patients in your
targeted populations in • Create billions of video ad
waiting rooms of thousands of impressions to your target
medical specialties demographics per month
• Add referring physicians to • Low-risk, cost-per-click (CPC)
your strategy payment model for web-based
• CONTROL ! (vs. social media) VANs (not Newsletters)
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12. …What’s next for VANs?
Out-of-Home TVs: On-line Networks:
• More MD offices • More countries
• More MD specialties
• More geographies
• More publishers (Web sites
• QR Codes (Quick Response, + eNewsLetters)
above) embedded in video for • Value-Added research:
scanning by smart phones to
link directly to study web site – Capabilities already here
(more efficient for patients!) – Minimum buys required
• On-line PI/TV match report
system for quickly assessing
scale of VAN TV coverage
• INSTALLATION REFERRALS
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13. 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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14. Q&A?
Contact:
Dan Weddle
508-653-5349 tel
508-736-1883 mobile
dweddle@siteavail.com
www.siteavail.com
Thank You!
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