LA-based DestinationRx wants you to create a free account and manage your scrips with them, mostly as a way for you to save money.Here are the top searches on their site, to give you a sense of their consumer audience--
- Lipitor
- Tri-Sprintec
- Synthroid
- Metformin hcl
- Prevacid
- Zocor
- Crestor
- Flomax
- Accupril
- Topicort.
From their website:
Since 1999, DestinationRx has evolved from a pioneer in prescription drug price comparison into the recognized industry leader. The company built and owns the most comprehensive drug therapy and price comparison database available, which we combine with proprietary technology to equip individual consumers and organizations with educational, strategic, and transaction-support tools to navigate the ever-changing healthcare marketplace. We work with government agencies, such as Centers for Medicare and Medicaid Services, and some of the nation's largest commercial health plans and non-profit groups.
DestinationRx aggregates a meds-centric audience:- 1.4 million marketable "DRx Medicine Cabinets" for advertiser messaging
- 400 million+ medicine cabinet sessions in the last 36 months
- 10 million "actions" taken on over 80+ sites in the DRx network (their partners)
- "DRx Medicine Cabinet" Growth of 337% over the last 12 months
- 65% of all Medicare enrollees (23 million+) use DRx technology
- 300,000 unique visits a month (note current Quantcast data pictured above).
Here are their stated ad rates, far in excess of current CPMs in eHealth, but then pharmas can afford the richest cost per impression.
SUMMARY: In the shaking-out eHealth environment of today, the onus is on most properties to be one or the other of these, not both: A Direct-to-Consumer destination site, or a Partner Property that white-labels its solution for others, or at least allows co-branding.
We think DRx's "My Medicine Cabinet" is well-executed, and given the modest audience aggregated to date directly, partnering likely is the best bet.
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