I missed an interesting item late last week, which is that U.S. News and HealthiNation have partnered for the second year to present their "2010-2011 Best Hospitals" video series. The series showcases U.S. News health rankings editor Avery Comarow providing an explanation of the rankings process and then drilling down into 5 specialty medical areas. There are 10 videos in this year's series and this time they are also embeddable.
I like the approach as it provides an accessible introduction to the magazine's text content, and also provides a jumping off point into HealthiNation's deeper catalog of health-related videos. Raj Amin, HealthiNation's CEO told me that his company does all of the video production, which in turn gives U.S. News a turnkey, valuable video augment to their print model. There's a banner ad at the bottom of each video player providing incremental revenue.
Raj said HealthiNation has seen a 300% increase in revenue over the last year. He attributes that to agencies and brands learning more about the benefits of online video and HealthiNation's laser-focus on health and wellness, which attracts a targeted audience. HealthiNation focuses on engagement metrics such as click-throughs and back-end conversion to differentiate itself from typical TV advertising. HealthiNation is also making a push to gain new health-related consumer product advertisers with the recent addition of Matt Pasternak as VP of Partnerships and Market Development.
VideoNuze is the authoritative online source for original analysis and news aggregation focused on the burgeoning online video industry. Founded in 2007 by Will Richmond, a 20-year veteran of the broadband, cable TV, content and technology industries, VideoNuze is read by executive-level decision-makers who need to get beyond the standard headlines and achieve a deep understanding of online video’s disruptive impact.