Healthcare Goes Digital

The healthcare industry made up less than 1% of the total online ad market in 2008. But as patient populations migrate to this information rich channel, that outlook is quickly changing.  Healthcare is now projected to be one of the highest growth industries in interactive over the next 3-4 years, alongside CPG, Media & Entertianment and Automotive.

To capture these new dollars, online content publishers are expanding their coverage on health to attract communities and the companies who want to reach them. As an example, iVillage this week unveiled a new health channel and a new partnership selling ad sales for Eatingwell.com. Customer engagement and digital agencies have developed vertical expertise to navigate this regulation-charged information exchange, and we are no exception. In fact, Quaero has a growing base of clients in healthcare and pharma because these clients value our industry expertise. The layers of complexity in healthcare require it.

VC funding has been flowing heavily into this industry, exclusively for development in the online channel, over the last 12-18 months.  Major players, such Everyday Health, who owns a portfolio of 25 online health sites, are filing for IPO.  Content sites, search, social, appointment setting, lead gen, education, and communities are exploding. The opportunities are limitless. 

And with the new healthcare reform bill on the floor this week, the need for information and education in this already complex industry will only boost opportunity online.  So here's to your health and the health of the online industry!