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BizReport : Blogs & Content archives : January 09, 2012


Drugs.com taps Healthline Networks for exclusive DTC ads

Pharma marketing continues to grow in the online space. A new deal, between Drugs.com and Healthline Networks, may expand pharma marketers' reach, engaging more consumers on the look out for health information.

by Kristina Knight

Through the deal Healthline will sell exclusive direct to consumer (DTC) and consumer-focused ads; the agreement expands Healthline's reach to more than 55 million unique users per month. According to comScore just over 100 million unique users look to the web for health information each month.

In addition selling targeted ads within the Drugs.com infrastructure, Healthline will create sponsored content centers - areas where consumer relevant content are housed - and will help to monetize the Drugs.com mobile space.

West Shell III, chairman and CEO of Healthline Networks said, "Healthline's proprietary technology and content, combined with our deep experience across the HealthWeb, will improve and expand the ability of advertisers on Drugs.com to reach audiences who are seeking drug information online and through mobile devices."

"As the largest and most popular independent publisher of medication information, we wanted a partner that could help marketers take advantage of our critical position in the treatment consideration process," said Philip Thornton, CEO of Drugs.com. "Healthline not only gives us a roster of strategic sellers with deep DTC experience, but original, engaging content and visual learning solutions that can help marketers reach consumers and healthcare providers at a crucial point of decision."

According to data from Kantar Media the top prescription drugs accounted for about 15% of the total pharma spend, equating to just over $1 billion in ad spending.






Tags: Drugs.com, Healthline, Kantar Media, online content, pharma ads, pharma advertising, pharma content, pharmaceutical advertising trends








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