Ad network 24/7 Media Inc. launched a channel for
health professionals and signed a global Internet advertising agreement with
Medical Economics Company Inc., a publisher of healthcare magazines and
directories.
24/7 Media will sell sponsorships and advertising on PDR.net, an umbrella medical and healthcare Web
site that incorporates several publications and journals published by Medical
Economics, including:
the Physicians’ Desk Reference, Medical Economics
magazine, Contemporary OB/GYN, Contemporary Urology, Internal Medicine and
Patient Care. The site also includes PDR’s consumer-oriented Getting Well
Network.
PDR.net is customized for five distinct audiences: consumers, physicians,
physician assistants, nurses and pharmacists.
PDR.net becomes the foundation
site in 24/7 Media’s new Health Professional Channel, which will aggregate
viewers from Web sites affiliated with leading medical journals, magazines
and professional societies, as well as the medical professional sections of
general healthcare sites.
The Health Professional Channel will be sold primarily by a specialty
pharmaceutical sales force and is the first channel in 24/7 Media’s new
business-to-business network.
“We are especially excited that PDR.net is one of the few major Web sites
that requires physicians to provide credentials upon registration, enabling
us to offer advertisers one of the largest and purest physician audiences on
the Web,” said Bruce McDonald, vice president of the 24/7 Health Channel.