Most people wouldn’t search for and watch a video about treating Crohn’s Disease unless they thought they or a loved one might have the illness. This concept is what helps give HealthiNation a “highly qualified and targetable audience.”

Combine that with the highly vetted nature of the publisher’s content—accredited by the non-profit group URAC—and the ability to tie ad exposure to actions taken, and you get a library of some 2,000 educational/instructional videos in the last decade.

“By the time a consume is clicking on a HealthiNation video they’ve essentially opted in to wanting to view that specific type of content. So it’s a very qualified, very targeted audience to begin with,” CEO Michael O’Donnell says in this interview with Beet.TV at the Digital Content NewFronts.

At a time when so-called fake news is a concern for consumers and advertisers, HealthiNation has a built-in safeguard. “Every video that a consumer sees has been reviewed by two physicians before it’s published on HealthiNation,” O’Donnell explains.

Among the information shared with the buy-side at the NewFronts is HealthiNation’s video completion rate, which the company pegs at 78% for pre-roll ads, compared with the industry standard 43%, and that viewers watch 76.3% of the videos that they start, as ADWEEK reports.

The lion’s share of its advertising is pre-roll video, consisting of 30-, 60- and in some cases 120-second ads primarily from pharmaceutical companies “who want to communicate with these patients as they’re evaluating what medical treatments they’re interested in and they can share with their doctor,” O’Donnell says.

Viewers who click on ads can be tracked to brand websites and their actions after viewing an ad can be noted. Regulations limit who can target those viewers.

In addition to organic and SEO-generated traffic, HealthiNation counts CNN among its distribution partners. “We can take our content and our advertising and place it on the CNN Health page,” O’Donnell adds.

As HealthiNation continues to grow its audience, it would like to expand beyond the nearly two dozen pharma brands that currently populate its site, among them medical device marketers, convalescent homes and treatment centers, according to O’Donnell.

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.