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BizReport : Advertising : October 22, 2012

Platform matches consumers with health content

Pharma brands: a new tool our from Precision Health Media is helping to connect consumers searching for health information with health content based on relevancy and condition. According to data from comScore more than 10 million US consumers visited the National Institutes of Health in September (2011); health-conscious consumers continue logging on to health websites for information.

by Kristina Knight

The new tool out from Precision Health Media, called ConditionMatch, draws information from more than 200 health websites. It helps match a consumer's condition with relevant content across the internet. According to the company the platform delivers 40% higher click-thrus (vs. industry average) and in one case lowered costs by more than 70%.

The platform reaches more than 57 million unique users each month.

"Because pharmaceutical marketers have more limitations than other industries targeting consumers online, Precision Health aimed its technology at the content across top health sites to identify the most relevant audiences. It is essential that pharma brands extend their reach beyond health portals as so many patients use search now to find information versus one health site. In fact according to comScore over half Precision Health's visitors do not visit the top four health portals, so we capture a valuable incremental audience," said Bill Jennings, CEO of Precision Health Media. "We are thrilled with the success our customers have seen to date leveraging the performance-driven, page-level targeting within ConditionMatch to reach and engage niche audiences across the Web."

ConditionMatch offers results based on the page level content as well as search trends, condition and performance data and then places the ad around the most relevant content.

Tags: ad targeting, contextual advertising, health content, online advertising, Precision Health Marketing

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