Everyday Health to manage PDR's consumer web property

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Everyday Health and Physicians' Desk Reference (PDR) announced a long-term partnership that hands advertising duties for PDRHealth.com – PDR's consumer offering – to Everyday Health. Financial terms of the deal were not disclosed.

PDR, known primarily for its physician-facing drug reference database, has leveraged its brand into the consumer space more recently, which makes the PDRHealth.com site a good fit for the Everyday Health network, says Ben Wolin, co-founder and CEO of Everyday Health.

“Ninety percent of PDR's business is focused on the professional side, so [the partnership] is a great marriage of our capabilities,” said Wolin. Under the partnership, Everyday Health, which controls a network of over 25 health sites, will act as the official sales representative for PDRHealth.com, and make use of the site's content across other areas of the Everyday Health network.     

Wolin said PDRHealth.com will get “a major face lift,” and be re-launched during the fourth quarter of 2010. Current traffic levels at PDRHealth.com are under one million, per Wolin, but those numbers are expected to grow substantially with the backing of Everyday Health's network, he said. “We think it can become a major player,” said Wolin.

Content for PDRHealth.com is “authored by the same staff that supports the drug information contained in the Physician's Desk Reference,” according to a statement, and the site currently offers interactive tools around specific conditions and disease states, as well as information about ongoing clinical trials, in addition to prescription drug and OTC information.      

“Everyday Health has a great track record of successfully working with high-quality health brands to build consumer businesses…this partnership enhances the PDR brand, long trusted by practicing medical professionals,” said David Tanzer, president of PDR Network, in the statement.

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