Nielsen to measure, syndicate healthcare professional Web site usage

Nielsen to measure, syndicate healthcare professional Web site usage

Starting this fall, Nielsen will begin measuring professional healthcare Web sites in an effort to compare which sites healthcare professionals visit, how often, and for how long. The NielsenHealth initiative will combine Nielsen//NetRatings with PERQ/HCI, which reports on advertising in healthcare journals, to create a new standard for measuring healthcare professionals' activity online. Users will be able to view detailed information for individual health-related sites and across entire healthcare specialties. Results will be delivered online through the Nielsen//NetRatings Market Intelligence service. Metrics will include unique browsers, page impressions, average page and session duration, reach among measured sites, frequency of visits, and audience duplication across sites. Data capture began September 1, and data will be available to subscribing agencies, healthcare manufacturers, and media companies in the fourth quarter.