Healthline Networks Announces Healthline Navigator™, A New Medically Guided In-Text Content Navigation and Distribution Platform

Navigator Uses Company’s Patent-Pending HealthLinks™ Technology to Identify Medical Terms and Link to The Most Relevant Content

SAN FRANCISCO, CA - October 25, 2010 - Healthline Networks (www.healthline.com), the fastest growing provider of intelligent health information services, today announced the rollout of Healthline Navigator, a new Medically Guided™ in-text content navigation and distribution tool for Web publishers and marketers. This new healthcare navigation platform is now rolling out across many top-tier HealthWeb publishers including AOL Health, Everyday Health, Forward Health, Healthline.com, MyOptumHealth.com, and Yahoo! Health, with the potential to reach over 40 million unique users a month. Healthline Networks, which recently ranked as the 5th fastest growing Internet company in Deloitte's 2010 Technology Fast 500™, continues to leverage its market-leading healthcare information technology platform to create products and services designed to help consumers make more informed, confident decisions about their health.

Healthline Navigator uniquely enables these publishers to dynamically map relevant medical concepts, terms and advertising to any health content, providing their visitors with a richer, more engaging experience. Navigator also provides marketers with unique sponsorship opportunities for content distribution across Healthline's Media Network. Within the network, marketers can effectively place content assets across multiple health sites, targeting consumer and patient populations at scale.

Powered by Healthline's semantic taxonomy, each highlighted link enabled by Navigator maps keywords to medical concepts to make content suggestions about diseases, conditions, symptoms, treatments and other health information, and anticipates consumer questions, providing shortcuts to relevant content. The tool dynamically processes any type of health content, including blog posts, reference articles, microsites and news.

"Finding the right health information online is personal and often difficult and overwhelming,” said West Shell III, Chairman and CEO of Healthline Networks. “Our goal is to be a trusted guide for consumers on their health journey, anticipating their questions, and providing easy access to relevant content on any issue. It’s also a boon for marketers, as they can improve site engagement metrics and ultimately begin to connect and distribute their assets across the HealthWeb, leading consumers to the right treatment, physician or suggestions around a more healthy lifestyle."

During the beta period, marketers have used Navigator in a variety of ways. One leading pharmaceutical marketer created a microsite in Navigator to drive users to new information about a drug, while other publishers have included relevant content links, images, videos, paid search and display ads. Healthline Navigator has enabled marketers to propose new search advertising products meeting the U.S. Food and Drug Administrative (FDA) "fair balance" requirements for pharmaceutical advertising.

"Healthline continues to innovate around products that enable users to search smarter and help marketers to better reach consumers with relevant information," said Damon Cronkey, senior director for Autos, Health & Tech at Yahoo!. "We have been successfully running Navigator for the past few months, improving our user experience by guiding them down the most logical path in their quest for health information online."

The Navigator platform will now be offered to all quality health sites including the 30+ partners in the Healthline Media Network, the Internet’s largest health advertising network. For more information on the Healthline Media Network and Navigator, please visit mediakit.healthline.com

 

About Healthline

Healthline Networks is a leading provider of intelligent health information services, enabling 100 million consumers a month to make more confident, informed healthcare decisions. The company's proprietary consumer healthcare taxonomy, the largest of its kind, powers a suite of intelligent health search, content and advertising services. Combining advanced search technology with deep medical expertise, Healthline partners with a network of over 40 trusted destination sites that include publishers, portals, search engines, employers and health plans. Headquartered in San Francisco and ranked #54 in Deloitte's 2010 Technology Fast 500, Healthline is backed by Aetna, GE/NBC Peacock Fund, Investor Growth Capital, Kaiser Permanente, Reed Elsevier, U.S. News & World Report, and VantagePoint Venture Partners. For more information, visit http://www.healthline.com.

Press Contact:
Jennifer Conway
Dotted Line Communications
978-463-0289
jennifer@dottedlinecomm.com

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