Consumers and Advertisers Alike Benefit from New Quality Content, User Experience
SAN FRANCISCO, CA—OCTOBER 29, 2013—Healthline.com is the fastest growing consumer website for high quality health information. According to comScore, Healthline became a top-ten health information property recently and traffic has doubled since January of this year, creating new and compelling opportunities for health industry advertisers.
Driving this growth is a focus on the production of original, authoritative health and wellness content that is written to be understandable to any average person. For instance, comprehensive new information on the Affordable Care Act, and what it means for everyday people on a state-by-state basis, is proving very popular, especially new overview video that boils down complex information in a way that makes it easily digestible.
“Our focus on approachable health information means consumers are not only able to find what they need, but come back for more because they can digest and understand what they’ve discovered,” said David Kopp, General Manager and Executive Vice President of Healthline Media. “All of our health information content is reviewed by physicians and other medical professionals, and produced by editors, writers, graphic artists and videographers who deeply understand how to connect with real people.”
Advertisers across Healthline-powered health information properties are benefiting from these improvements as much as consumers. Healthline’s HealthSTAT system instantly matches relevant ad units to the content being delivered to exactly match a visitor’s search query. Consumers are more open to these messages because they fit within the broader context of their specific interest, delivering the kind of consumer engagement and lift advertisers seek today.
Another contributor to traffic and engagement growth is a newly redesigned user experience that is cleaner, simpler, and easier-to-use than before, and which conforms to the latest standards in search engine optimization (SEO). Responsive Web design has meant an improved mobile and tablet experience, which has served to significantly increase mobile and tablet traffic. And because Healthline’s underlying semantic health taxonomy platform delivers highly contextual recommendations and search results, visitors are viewing multiple pages over longer visits.
“As our consumer engagement grows, we learn more everyday about what matters most to them,” said Dean Stephens, President and Interim CEO of Healthline Networks. “We take what we learn to constantly improve our owned and operated properties, as well as the solutions we enable and power for our Fortune 100 enterprise customers using our semantic search technology and content services.”
Healthline’s recently-launched HealthNEWS service is also reaching new readers. Original reporting on each day’s most pressing health news is presented in an easy-to-digest format and is frequently reposted in popular news sites such as Huffington Post as well as via Facebook, Reddit and Google News.
All these factors taken together mean Healthline.com, has seen a substantial increase in traffic from Google searchers. It’s also resulted in active and engaged condition-centric Facebook communities that drive traffic back to Healthline-powered sites.
“At Healthline, we’re delivering on our goal of empowering our visitors while simultaneously creating real ROI for our advertisers,” said Kopp. “It’s the classic win-win scenario—everyone is benefiting.”
San Francisco-based Healthline is a leading provider of intelligent health information and technology solutions, enabling providers and everyday people to make more confident, informed healthcare decisions. The company's proprietary semantic health taxonomy platform powers a suite of marketing, health search, data-mining and content solutions for global enterprises and advertisers. Healthline is a Deloitte Technology Fast 500 company for the last four years. For more corporate information, visit healthlinenetworks.net.
Derek Gordon, Healthline, email@example.com