Haymarket Launches Haylo Pharma and Healthcare Tools

Haymarket Media has launched a data offering called Haylo, connecting pharma marketers with millions of verified HCPs (healthcare professionals).

Haymarket Media is home to healthcare publications such as The Clinical Advisor, Renal and Urology News, and MPR, among a portfolio of HCP-focused, specialty-specific web sites, and media titles PRWeek and MM&M (Medical Marketing & Media). This reach extends to more than 2.2 million HCPs, including clinicians in all specialties, nurse practitioners, physician assistants, pharmacists, and nurses. Built on Haymarket's 30-plus years of healthcare expertise, Haylo brings together disparate data points to enable pharma marketers to engage with their target audience.

The suite features three core offerings: Haylo HCP, Haylo Consumer and Haylo Rep. Haylo HCP uses Haymarket's first party opt-in-data to help advertisers reach their target healthcare professionals (HCPs) individually; Haylo Consumer is a direct-to-consumer solution that combines contextual history on Haymarket's portfolio of clinical web sites with its understanding of HCP's prescribing and diagnosis patterns to create custom audiences; and Haylo Rep enables Haymarket to deliver custom advertising, e-mail and triggered messaging programs based on the content of a rep visit or target specialty.

Mike Graziani, President of Haymarket's Medical Communications Division, comments: 'We're excited to bring this new product to market because it addresses a critical need for healthcare marketers: making sense of fragmented data and utilizing it to deliver better marketing results. We're proud of Haylo because it provides healthcare advertisers the opportunity to not only engage with millions of verified healthcare professionals, but to do so strategically and at an individual level'.

Web site: www.haymarket.com .