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BizReport : Blogs & Content archives : February 09, 2011

Healthline, MedHelp partner for targeted content

A new content partnership may be a win-win for both the publishers and advertisers involved. This week Healthline Networks, a leading provider of health information services, and MedHelp, a consumer health social network, join forces to put the best content before in-market consumers, giving pharma marketers a more targeted and engaged consumer.

by Kristina Knight

According to a 2010 report from comScore both consumers and doctors are flocking to online health communities for information, making these hubs a good buy for pharma marketers. The report found that roughly 80% of physicians visited health care information sites; they spent the bulk of their time, however, of Health Care Professional content sites. The healthcare debate and reform has pushed more consumers online to find information about illnesses in addition to information about the proposed reforms. A recent research2guidance report suggests that mobile health apps will reach about 30% of worldwide smartphone subscribers by 2015.

Through the partnership Healthline will provide third-party custom content programs for advertisers within MedHelp's space. The two have a long standing sales and technology relationship. They also tout mobile apps.

"This expanded partnership is a win for everybody," said Richy Glassberg, Chief Operating Officer of MedHelp. "By bringing together the best of both properties, we will create a compelling offering to pharmaceutical brands that delivers a highly engaged, targeted audience and best-in-class tools to drive even deeper consumer interaction."

MedHelp is the largest health social network with more than 12 million unique users (monthly visitors), 300 condition-specific communities and 150 expert forums. The hub also partners with hospital around the US.

Healthline Networks is a community of 100 million monthly visitors who want to take control of their health issues.

Tags: comScore, health content, health information, Healthline Networks, MedHelp, online content, online publishing, pharma ads, pharma marketing

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