Washington, DC-based MDLinx is ten years old:
MDLinx connects healthcare professionals and patients to tomorrow’s medical research article knowledge and provides the pharmaceutical and healthcare industries with highly targeted interactive marketing, education, content, and research solutions.
- Targeted Online Advertising
- Content Licensing, and
- Market Research.
These solutions enable pharmaceutical, biotech, and healthcare clients to align offline strategies with online initiatives.
They compete on some level with Sermo, and appear to have a steady-albeit-modest drumbeat of traffic:
MDLinx is aimed at busy physicians, healthcare professionals, and a segment of consumers who seek to stay up to date with the latest research in the medical field. The company aggregates medical articles and research from more than 1,200 peer-reviewed journals and leading news media on a daily basis. Then their physician editors sort this content into 32 medical specialty sites, 36 patient sites, and more than 743 subspecialty sections, all available online. Users can choose to view this information online or subscribe to any of 700+ daily newsletters.
The company no doubt can earn lofty CPMs on their ads versus most eHealth sites: "MDLinx works with eight of the top ten pharmaceutical companies in the world, providing unparalleled online access to sought after target groups."
Of late the firm is moving in a market research direction, which might indicate they are seeing advertising revenue soften, as have so many in eHealth.
And they're offering to license their content to others, too:
The MDLinx network of 24 physician sites, 8 allied health sites, and 36 patient sites provides an unprecedented opportunity for healthcare companies and physician associations to provide targeted medical news to their users every day. MDLinx content feeds originate from more than 1,200 peer-reviewed sources and can provide daily content to your Web site or portal in more than 700 specialty and subspecialty areas. MDLinx offers content licensing through Web site updates and customized e-newsletters.
SUMMARY: The eHealth segment is going through a brutal shakeout as ad rates have tumbled and advertisers have cut budgets; the survivors will acquire, be acquired, or (as is the case with MDLinx) innovate and partner.
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