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Odd TiVo partnership

TiVo has a lot of weird promotions, but this one stuck out because it was so narrow in its targeting: if you are a physician, with a TiVo, with broadband you can now download educational programs on a topic of interest to all specialties from a company that specializes in "evidence-based resources in medicine."

I can't imagine there are more than a couple hundred doctors nationwide that fit this criteria and might want to see these programs. Not earth shattering or anything, just kind of weird.

by Matt Haughey March 2, 2006 in News

Comments

maybe they are laying down the foundation of something that will be vital in years to come in the medical field

Posted by: brian c at Mar 2, 2006 2:32:06 PM

I remember reading another article where this company was selling TiVo's loaded with their content already... It seems they must have worked out a better arrangement.

I think for Tivo it is a good size sample group for how other industries may make money this way.

Posted by: Kevin J. Bowman at Mar 2, 2006 3:34:28 PM

Being a medical student, I received that email and jumped all over it. I think this could be a great little option and if it is successful, maybe they will target other small groups. And since they can get all of our viewing habits, this might the beginning of the targeted advertising we have heard about.

Posted by: Avery Walker at Mar 2, 2006 4:05:15 PM

Perhaps this is a way for Tivo to distribute content sponsored by medical/drug advertisers. I imagine that just one person watching this message would be extremely valuable. Tivo may be using this to make some cash on the side.

Posted by: Andrew Schmitt at Mar 2, 2006 6:08:44 PM

Looks like TiVo spammed us by accident: "Thank you for visiting TiVo. We apologize, but you have erroneously received an email from us. If you are a PTN/Healthcasts client, you also received this e-mail in error. However, don't worry — you will continue to receive your medical related content from PTN. We are sorry for the confusion this may have caused."

Posted by: Dave Zatz at Mar 2, 2006 6:34:06 PM

Maybe TiVo spammed us or maybe they are testing our interest in new features like this by counting how many of us are following the link to learn more.
In any case I'm looking forward to receive special content like this. I'm no physician but I sure can learn something new if I have the option to watch this kind of content.

Posted by: John K. at Mar 2, 2006 7:50:52 PM

A very small target audience yes, but one we pharmaceutical/med device marketing managers will pay a premium to reach. I for one will be checking Core out as an interesting mechanism to reach early-adopter physicians -- if one has a Tivo, one is likely to be open to trying other new products.

Posted by: paul at Mar 2, 2006 9:03:17 PM

People are calling this development boring, but they don't see the power of niche marketing and delivering content to a select group of specialized people.

The concept is similar to leveraging the "long tail" and monetizing content by making it more valuable by efficient and targeted delivery.

Google is doing this and netflix is doing this, and tivo is in a great position to do it. Up until now, you couldn't even concieve of delivering custom video to a select group of TVs, but now you can!

The real question is, why did the email get sent by mistake, and then the website pulled?

Posted by: peteypete at Mar 2, 2006 9:53:02 PM

I'd really like to know more about this. I work at a biopharmaceutical research house, and if something like this really existed I could probably sign up everyone in the company with TiVo today.

Posted by: DylanE at Mar 3, 2006 3:43:39 AM

I work in an industry that provides media content to physician continuing medical education (CME). CME is a huge industry that is underwritten by the pharmaceutical industry. The pharma companies are always looking for a way to get their content out and the physicians want it to be easy to receive. TiVo could make it work for both sides. Judging by the response to the email, I suspect that this will go over well. All it would take to get your content would be to have a TV and a TiVo. My wife is an attorney and taking CLE courses via the net, while not difficult, are extremely annoying. Watching via a TV would be a blessing.

Posted by: Steve at Mar 3, 2006 8:18:13 AM

Lawyers, accountants, nurses, pharmacetical... all professions have continuing education requirements. While the internet is good for certain online things, the using the TV to deliver training can be very effective.

Amazing, this post gets way more responses than other posts! Tivo, you working on this?

Posted by: peteypete at Mar 3, 2006 1:39:07 PM

Tivo isn't doing anything particularly newsworthy here.

These PTN/HealthCasts have been shown on both cable and satellite for several years now. They are periodically broadcast on ABC's Family channel, usually around 3am CST. Anyone who gets FAM can see/record 'em.

While I'm not a medical professional, I find some of these shows fascinating. In fact, after listening to one presenter describe symptoms of impaired glucose tolerance and the way to confirm such a diagnosis, it turns out I've got it. This answered a whole slew of questions I had about small but annoying health concerns.

Posted by: italiangm at May 3, 2006 5:12:45 AM

My husband is participating in the TiVo/CME program thing. We received the TiVo less than a week ago. what a wonderful way for him to do CME. he can watch the programs at his conventience and doesn't have to travel... as a mom of 3, I really appreciate that! Thanks TiVo, for providing this method of obtaining cme, from me, and the kids.

Posted by: missy at Dec 6, 2007 9:11:02 PM

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Tracked on Mar 3, 2006 10:18:16 PM