Remedy's HealthCentral.com is getting a makeover

Share this article:
Remedy's HealthCentral.com is getting a makeover
Remedy's HealthCentral.com is getting a makeover

Having taken the lead over rivals WebMD and Everyday Health in some measures of patient engagement, Remedy Health is hoping a new-look website can help it further turn the tide in the portal wars.

Remedy's flagship site, HealthCentral.com, is set for a major re-launch in the fourth quarter of this year. It will incorporate what the publisher considers a more attractive design, friendlier site architecture, and other cutting-edge features (a prototype is pictured).

“All consumer health sites are set up in the same confusing way,” Jim Curtis, Remedy's chief revenue officer, told MM&M in an exclusive interview. “In health, people want innovation on a website—responsive design, in-line video. And if you give it to them in a format they're used to using, there's more engagement.”

Remedy already has a leg up when it comes to connecting with its target base. According to Manhattan Research's Cybercitizen Health 2012 survey, it's leading its two major rivals in terms of percent of users who use the internet to prepare for a doctor's visit or when considering switching to a new medicine.

According to Omniture stats, 78% of users' questions are answered by Remedy experts, and visitors are five times more likely to share content from one of these mavens than from non-expert community members.

Nevertheless, it's hoped that the new design cues boost the privately owned firm's digital advertising, which has more than doubled the last two years, Curtis said. “If it's good for the patient, it's good for advertisers.”
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?