HealthCentral.com partnered with 5min, a video production and syndication platform provider, to extend the reach of both companies in an increasingly cluttered online health environment.
By syncing videos with contextually relevant content on HealthCentral's site, the partnership reaches consumers at specific times: when health decisions are made, according to HealthCentral president and COO Jeremy Shane. “The partnership gives our clients a combination of content and display in a single package” and provides “very targeted content creation,” according to Shane. “We worked closely with [5min] on pharmaceutical advertising.”
Shane said brands that cater to moms with kids, like allergy and asthma brands, will find an effective way to extend their reach. “We can create customized integrated video centers for clients,” said Shane. The company will sell advertising to pharma and OTC brands exclusively through the partnership. HealthCentral attracted 4.5 million unique visitors for the month of September, according to comScore data.