Remedy Health is looking to close the loop—and sell advertising off of it—with the launch of a service letting doctors, pharmacies and other healthcare providers send topical health content to their patients.
The service is called Patient Health Services, and the company boasts that it's achieved a 45% open rate in pilot.
“In the world of Big Data, this is truly data targeting combined with content creation,” says Jim Curtis, chief revenue officer at the publisher. “This allows doctors to provide more information about whatever it is that they're treating or general health information the patient needs to know, with really credible content from Remedy Health. No one's doing this in a national way. We've aggregated so much data that we can target advertisers.”
The company, which bought HealthCentral a year ago, has assembled a database of 4 million patients, along with a network of 500 practices whose physicians can use the program to send, for example, information about a meal plan to a patient recently diagnosed with diabetes. The publisher plans to add an appointment reminder function sometime in the second quarter of 2013.
Early advertisers include Novartis (for Diovan) and Allergan (for Restasis), along with consumer wellness brands like Eggland's Best.
“We can include you in a physician-patient conversation specific to your product,” says Curtis. “Patients love it. The open rates are way above average.”