Chantix became the latest pharmaceutical advertised on the HealthiNation health-video network, with the brand's banner ad running beneath clips on quitting smoking and losing weight.
The ad for Pfizer's smoking-cessation drug appears in a pop-out player launched when viewers opt to watch Better You, an original series of health-related episodes HealthiNation launched on its website.
HealthiNation CEO Raj Amin told MM&M
that Better You gives viewers “a great place to start making healthier choices.”
The ad can also be seen on other websites throughout the HealthiNation network, including USNews.com. Pfizer sold $846 million worth of Chantix in 2008, and analysts expect 2009 sales to come in lower.
As HealthiNation grows its distribution base both online and on television, several pharmaceutical-related advertisers have signed on. A banner ad and two-minute, conversational-style commercial for NuvaRing, a vaginal contraceptive device, appear during a series of online women's health-oriented programs called Girl Talk.
Bristol-Myers Squibb and Sanofi-Aventis run a promotion for anticoagulant Plavix, aired against heart disease-related programming featured on HealthiNation's cable television network, which includes nine cable operators. Cable customers have access to HealthiNation On Demand episodes through content-sharing deals.