Everyday Health Targets Doctors With MedPage Today Acquisition

MedPage Today

Everyday Health is expanding beyond the consumer market with the purchase of MedPage Today, an online news site designed to keep doctors up to date on breaking medical news their patients may be reading. The deal comes one month after Everyday Health cancelled its plans to go public and raised $20 million in a new funding round instead. At the time, the company, which owns a portfolio of 25 sites including SouthBeachDiet.com and RevolutionHealth.com, said it would use some of the cash for “strategic acquisitions.”

MedPageToday gets about 150,000 unique visitors a month, according to Google (NSDQ: GOOG) AdPlanner, while sister site KevinMD has about 39,000 unique monthly visitors. Everyday Health says the acquisition means it will now be able to reach one-third of all physicians who are online. Rival WebMD (NSDQ: WBMD) already has significant reach among doctors through a number of professional sites it owns, including Medscape.com, eMedicine.com and theHeart.org.

Financial terms of the Everyday Health acquisition were not announced. MedPage Today had raised $2.1 million in a funding round led by Milestone Venture Partners nearly three years ago.

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