Healthline Launches HealthSTAT On-Demand, The First Ad Serving Platform To Deliver Contextually Relevant Healthcare Ads

New Healthline Media Network reaches more than 10 million unique visitors at launch, across a growing roster of premier publishers

San Francisco, Calif.—June 9, 2008—Healthline Networks, a leading provider of intelligent health information services, today announced a vertical media network for health advertisers and publishers. Leveraging the new contextual ad-matching engine, HealthSTAT™ On-Demand, the Healthline Media Network gives advertisers a unique opportunity to target active health seekers, and enables publishers to better monetize their health content.

"Healthcare advertisers recognize the importance of contextual relevance and effectiveness of adjacent advertising opportunities," said West Shell, III, Chairman and CEO of Healthline Networks. "The Healthline Media Network utilizes our proprietary semantic health search technology to deliver relevant ads at web scale, to engaged online health information consumers across premier health and wellness sites."

Healthline HealthSTAT (Semantic Taxonomy Ad Targeting) is a new ad-focused application that recognizes rich health-related concepts (as opposed to simple keywords) within the content on publisher sites, and matches them with contextually relevant health advertising. For example, a page describing certain symptoms – scratchy throat, watery eyes – could trigger a relevant ad for treatments of Rhinitis, Bronchitis, or even the common cold. HealthSTAT can also work with pharmaceutical campaigns that have precise requirements, e.g., a general SSRI medication can be matched to any page where HealthSTAT recognizes depression content. On the contrary, if an antipsychotic drug needs adjacent placement to only bipolar content, HealthSTAT can make that distinction just as easily.

In using HealthSTAT, advertisers are assured their message receives the benefit of direct, relevant association to the medical condition the consumer is engaged with at that specific moment. For publishers, the Healthline Media Network maintains – and may improve – the targeting capability of their own site and better monetize unsold inventory.

"Publisher implementation of HealthSTAT On-Demand requires one easy tag deployment and won't conflict with internal direct sales efforts," added John Lane, SVP of advertising services at Healthline Networks. "This is an intelligent, scalable delivery system serving healthcare ads within trusted content environments quickly and easily maximizing value for both publisher and advertiser."

The anchor site of the new Healthline Media Network is Healthline.com, the company's flagship consumer health property. Other participating publishers at launch include: AARP; Elder.com; Health.com; HealthPricer; Just Answer; PracticeFusion; and USNews.com, the website for U.S. News & World Report. Today the Healthline Media Network reaches more than 10 million unique health seekers per month.

"Healthline Networks has been a tremendous asset in Time Inc.'s efforts to build a consumer-focused health experience on the new Health.com," said John L. Brown, general manager of Time Inc.'s Health.com. "Healthline's search and advertising expertise ensure that our consumers navigate through relevant, quality health information, creating an overall site experience that builds loyalty and trust."

For more information about the Healthline Media Network, visit:

http://www.healthline.com/advertise.jsp

 

About Healthline Networks
Healthline Networks is the largest provider of intelligent health information services, enabling more than 15 million consumers a month to make more confident, informed healthcare decisions. The company's consumer healthcare taxonomy, the largest of its kind, powers a unique suite of intelligent health search, navigation and content services. Combining advanced search technology with deep medical expertise, Healthline partners with a network of trusted destination sites that include publishers, portals, search engines, employers and health plans. Headquartered in San Francisco, Healthline is backed by Aetna, GE/NBC, JHK Investments LLC, Kaiser Permanente, Mitsui & Co., Ltd., Reed Elsevier, US News & World Report, and VantagePoint Venture Partners. For more information, visit http://www.healthline.com.

Press Contact:
Colby Zintl
Director, Corporate Communications
Healthline Networks
415-281-3110
czintl@healthline.com

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