The Health Insurance Portability and Accountability Act (HIPAA) contains a privacy rule regulating the use of consumer health data, making it more difficult to personalize content and target advertising. The FDA regulates the messaging of the pharmaceutical companies that are the majority of Remedy Health’s advertisers.
But despite those challenges, Remedy Health has moved into two areas of innovation among publishers: sponsored content and data-segmented selling.
Combining data with emotion is a key part of the way Remedy Health’s site HealthCentral.com positions itself in the market, explained CRO Jim Curtis. “Content has to strike a chord before the data means anything,” he said.
HealthCentral, the most heavily trafficked site in the Remedy Health family (which includes wellness site BerkeleyWellness.com and HIV/AIDS resource TheBody.com), collects inspirational stories from patients who are also experts about their conditions.
Because of FDA regulations, HealthCentral has a unique native advertising strategy.
“You can’t do native advertising anywhere without a long medical review,” Curtis said. “Pharmaceutical companies are less likely to use the most innovate tactics to speak to patient base, because it hasn’t been vetted through the FDA or approved.”
The editorial team creates a personal story, which brands can exclusively sponsor, about the conditions HealthCentral covers every year.
When HealthCentral created a graphics-heavy, multimedia piece about a mountain climber who almost died from Crohn’s disease, it supplemented the story with banner ads from Humira, which produces a Crohn’s medication. (more…)