Postmedia today announced the launch of HealthingDNA, an innovative new audience segmentation and campaign optimization solution designed exclusively for healthcare industry clients.
“With more than two-thirds of Canadians (69%) using the internet to search for health information*, the credibility and relevancy of content is a key concern to both our audiences and our partners,” said Jenn Laflamme, Vice President, Commercial Operations at Postmedia. “HealthingDNA helps our healthcare partners to deliver the right information, in the right format at the right time.”
HealthingDNA is a custom audience solution that allows clients to efficiently identify and reach the precise healthcare audience segments they want to communicate with for enhanced, powerful campaign performance. HealthingDNA combines Healthing.ca’s original healthcare content with the unparalleled distribution and reach provided by Postmedia’s 130+ brands, allowing clients to deliver information about specific topics or conditions directly to the users most interested in them.
Features of HealthingDNA encompass key program areas of distribution, activation and segmentation including:
Content Production – Healthing is home to original content covering the healthcare journey.
Content Distribution – Healthing content is shared in our online communities, local publications and social channels.
Condition-based Segments – HealthingDNA can segment users by unique topics to understand the scale of the audience.
“By harnessing the power of relevancy, HealthingDNA provides both clients and audiences with verified, compliant, and trustworthy, Canadian content,” said Yuri Machado, Head of Healthcare. “Our HealthingDNA clients will see next-level results from the deep and focused segmentation capabilities the solution delivers.”
HealthingDNA delivers reviewed content to engaged audiences while keeping privacy considerations at the forefront.
For more information about DTC advertising and partnership opportunities contact Yuri Machado at [email protected].
*Source: StatsCan, Canadian Internet Use Survey, 2020
About Postmedia Network Inc.
Postmedia Network Inc., a wholly owned subsidiary of Postmedia Network Canada Corp. (TSX:PNC.A, PNC.B), is a Canadian newsmedia company representing more than 130 brands across multiple print, online, and mobile platforms. Award-winning journalists and innovative product development teams bring engaging content to millions of people every week whenever and wherever they want it. This exceptional content, reach and scope offers advertisers and marketers compelling solutions to effectively reach target audiences Our expertise in home delivery and expanding distribution network powers Postmedia Parcel Services. For more information, visit: www.postmedia.com, www.postmediasolutions.com, and postmediaparcelservices.com.
About Healthing.ca
Launched in 2019, Healthing.ca is a premier destination to inform, educate and connect readers to the latest healthcare news and issues that matter most to Canadians. Along with stories from Postmedia’s award-winning health writers, Healthing.ca brings together information and resources from healthcare institutions, patient groups, industry researchers and clinicians, curated by disease. Healthing.ca covers the latest news, trends, and innovations happening in the Canadian healthcare industry and connects visitors to resources and tools related to health matters that affect us all.
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