256 Million Pageviews = What Ad $? |
|
 March 27, 2008 |
eHealth Consumer Survey Results & Analysis here.
In February, Revolution Health touted the latest comScore rankings pointing to the Revolution Health Network as largest health property on the Internet.
Less than one year after launching, RHN (multiple sites) generated 256 million page views in January-08. It passed the venerable-but-stodgy WebMD.
We cover both waves RHN is riding in our full SPOTLIGHT REPORT, but here they are in 3 words:
The December 2007 Pew Internet and American Life Poll found that the majority of Americans go to the Internet first, before contacting experts or family members for health information. But the Community (think Social Networking) boom in eHealth intimates that the second thing they do is communicate online with other consumers, and experts.
A single property may not have enough inventory to satiate advertisers. But RHN has methodically crafted a collection of five online properties they outright own or represent:
So what kind of monthly revenue are they generating? Say they’re wringing $10 CPM per page: $2.56 million per month.
Keep in mind some of the topline revenue goes to their partners if the site is not owned (e.g., drugstore.com), and if they can ladder up to more ads per page without penalizing the user experience and higher CPMs (flash, video), they can get more like $20 CPM– $5.12 million/month, or $60 million in revenue for the year.
To compare, weather.com (part of The Weather Channel) does about $130 million in annual revenue.
Read more in our 150-page SPOTLIGHT REPORT, updated each quarter. We carve out four discrete segments in : News/Search, EMR, PHR & Community, projecting penetration of consumers (News/Search, PHR, Community) and doctors/hospitals (EMR), and the resulting revenue– ad-monetized, mostly for the former, and the latter a combination of software purchases (descendant) and software rental (ascendant).
Leave a Reply