In trying to sort out just who is doing what in terms of Health Media Network’s ‘new’ African-American and Hispanic Health Networks and the America’s Minority Health Networks’ African-American and Spanish Health Networks, we did a little investigation as well as interviewed Phil Cohen, chairman, CEO and majority owner of American Minority Heath Networks.
We understand that the African-American and Hispanic networks of HMN have been largely formed from English-speaking networks that had previously reached doctors offices and medical clinics treating these two groups through sub-titles, closed caption or translations. The HMN networks are advertising-supported, the African-American reaching about 13,171 physicians and the Hispanic reaching 8,692. (We believe that these numbers may eventually be reduced and capped.-Ed/)
The AHMN’s much smaller networks (300 AfroAmerican expected to go to about 1,600) and the Spanish (10 in test, expected to reach about 1,800) are subscriber-supported.
Now, Cohen’s Saddle Ranch Digital will provide content for both HMN and AMHN’s networks specifically for doctors’ offices treating these groups, and Cohen’s company. CARE Media Holdings, owner of Saddle Ranch, will share advertising revenue.
“It’s a real consolidation,” says Cohen who expressed admiration for Chris Culver, CEO of HMN, as “someone who will be a real mover and shaker in the industry.”
Since Cohen has moved out of advertising-supported networks, having sold his pediatric and obstetric/gynaecological screens to Health Media Networks in a separate move last month, and with Saddle Ranch also providing content for them, we wondered whether he was moving out of the business.
“Far from it,” says Cohen. “But HMN knows how to operate, manage and sell advertising, while my business is more as a programmer, producer, content provider. They own their screens. We own our screens. We have a good relationship. And this will now give me more time since I’ll be no longer counting beans.”
So what’s his next move? It’s already in the works, starting with his PetCARETV.com. While veterinarians ordinarily pay a basic monthly fee for content coming daily on the screens in their offices to be watched by waiting pet owners, Cohen has introduced a second tier, moving into the social network sector. For a higher monthly fee, the vets can develop a much closer relationship with their petowners. Clients can scroll to find a vet – or their vet – get all sorts of information, and, on the new MypetcareTV.com, can post questions and concerns, read blogs by their veterinarian, watch informational videos, upload pictures, upload videos and discuss pet issues with other members.
“They can sort out truth about treatment compared to gossip or fiction, can question whether a problem necessitates a trip to the vet or whether some worry is something minor and can be treated at home,” says Cohen. “It allows pet owners to learn and lets them develop a real relationship with their vet. We have 1,100 vets who have already built out their blog pages. And we’re developing a mobile connection, as well.”
In other words, it’s a social network for vets and pet owners.
CARE Media Holdings has merged its PetCARE TV with CaerVision‘s veterinary network, and content for the total 2,250 advertiser-supported – subscriber-based ‘hybrid’ network is handled by Saddle Ranch. Maryland-based CaerVision handles the advertising sales.
With HMN having taken over the advertising-supported pediatric and obstetric/gynaecological screens from CARE, which has held on to its KidCARE TV and Women’s HealthCARE TV subscriber-based networks, we won’t be at all surprised to eventually see similar social media developments by Cohen in these areas, as well.