Adrian J Cotterill, Editor-in-Chief
AccentHealth has acquired PageScience (formerly Precision Health Media), a ‘pioneer’ in programmatic advertising targeting for pharmaceutical marketers.
We are told that with this acquisition, AccentHealth’s patient engagement platform can now provide health and wellness marketers multiple, unique touchpoints across the patient journey.
In the past, regulatory and privacy concerns have delayed many pharmaceutical brands from utilizing programmatic advertising, a $20 billion market that is experiencing exponential growth. However, contextual page-level targeting, that focuses message placement based on very specific criteria is reshaping the digital pharma landscape.
Dan Stone, CEO, AccentHealth told us “PageScience’s innovative PageMatchTM technology has given healthcare marketers a safe and effective way to embrace programmatic advertising. AccentHealth has strengthened its ability to reach patients, when and where they are most engaged and receptive to health messages.”
The PageMatch technology analyzes and scores more than 100 million pages per week to deliver branded healthcare advertisements on more than 1,100 premium content websites based on the contextual relevancy of the page. This proprietary technology provides healthcare marketers with a highly effective way to leverage programmatic buying technology while ensuring that no cookies are used for user retargeting, a key requirement for some pharmaceutical marketers to satisfy privacy concerns.
Bill Jennings, CEO, PageScience said “Over the last eighteen months we have seen impressive uptake from the healthcare industry, which speaks to the value of targeting messages based on highly specific content criteria. AccentHealth and PageScience’s capabilities both center on reaching people when they are most focused on their health. Joining forces made a lot of sense, and my colleagues and I are delighted to become part of the AccentHealth team.”
Mr. Jennings will become president of the PageScience division of AccentHealth, and together with the balance of the PageScience team, join AccentHealth’s New York City office.
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