Healthline Networks inked a deal with Drugs.com to become the exclusive provider of direct to consumer advertising for the popular site, which counted about 19.4 million unique visitors in the month of October. Drugs.com provides “free, independent, peer-reviewed, objective and up-to-date drug information” to both consumers and medical professionals. The deal is for consumer marketing on both the Drugs.com website and its mobile channels.
A key part of the deal sees Healthline monetizing Drugs.com substantial mobile user base. In October about 3.6 million unique mobile phone and tablet users visited the Drugs.com site. The group made up about 19 percent of the site’s overall user base for the month. The company said that its mobile user base is evenly divided between Android and Apple iOS users, which each account for about 9 percent of the site’s unique visitors.
Healthline will sell targeted consumer advertising campaigns on Drugs.com and create “relevant and engaging sponsored content centers” for the site’s visitors. Healthline’s Senior Vice President of Consumer Media David Kopp told MobiHealthNews in a recent interview that the mobile versions of the advertisements will be fairly similar to the web.
Kopp said that Healthline is a firm believer in mobile-optimized websites over mobile applications. Apps are important, too, but optimizing sites for mobile browsers should be health sites’ top priority. Keep reading>>