The HealthCentral Network, an Arlington, Va.-based provider of online health and wellness information, has acquired consumer health information company MedTrackAlert LLC. No financial terms were disclosed for the deal, which more than dobules HealthCentral's email newsletter reach. HealthCentral has raised over $80 million in VC funding from firms like IAC, Sequoia Capital, Carlyle Venture Partners and Polaris Venture Partners.
The HealthCentral Network, Inc. (www.HealthCentral.com ) announced today the acquisition of consumer health information company MedTrackAlert, LLC. The move more than doubles the size of HealthCentral's email newsletter reach and offers advertisers more ways to reach high-quality audiences that are deeply engaged around specific health conditions. The terms of the deal were not disclosed.
With the acquisition, HealthCentral is building an unmatched suite of patient engagement capabilities benefitting both users and advertisers. MedTrackAlert's e-mail newsletters are delivered to opt-in audiences that have expressed a strong concern for a specific health issue, providing unique, timely health alerts that help users manage life-changing conditions.
For users, the acquisition means the latest, most relevant health alerts providing need-to-know information about specific health conditions. Ensuring that users miss nothing about a condition that matters in their lives, editors choose the most relevant and important stories to help users manage their health needs. MedTrackAlert's news alerts will be offered in conjunction with HealthCentral's existing e-mail newsletter offerings, which provide users with healthcare management tools and tips for their everyday lives.
For marketers, the collaboration means significantly expanded reach, allowing them to engage patients through more than 2.4 million permission-based subscriptions and patient education programs. Marketers currently reach health consumers across the company's more than 35 condition-specific and general health properties, and largest targeted online health ad network. With the MedTrackAlert acquisition, advertisers with HealthCentral can now reach audiences across a spectrum of online engagements, including condition-specific sites and newsletters; highly-targeted, permission-based e-mail education programs; and CareCentral.com, HealthCentral's private communities for those organizing caregiving activities.
“MedTrackAlert is a perfect complement to HealthCentral's already powerful, highly targeted online health network,” said Christopher M. Schroeder, President and CEO of The HealthCentral Network. “We now have the largest, highest-quality capability for bringing together passionate and motivated health consumers with the most relevant advertiser information and offers.”
MedTrackAlert co-founders Ted Smith and David Silver will join HealthCentral, leading development of ad products, analysis and marketing and HealthCentral's offering of advertiser services and audience research. Smith becomes Vice President of Patient Engagement and Marketing. Silver becomes a Vice President of Business Development.
“By providing timely and very relevant information, we give highly engaged patients the tools to help manage their conditions,” said MedTrackAlert President and Co-Founder Ted Smith. “MedTrackAlert makes certain that consumers receive information directed to their specific concerns and that they miss nothing that could be important to their needs. Joining with HealthCentral allows us to build on this service, combining our e-mail newsletter offerings and reaching their nearly 11 million monthly unique visitors.”
Before co-founding MedTrackAlert, Smith was Senior Vice President of Research and Intelligence at CNET Networks, responsible for thought leadership and product research. At CNET, Smith developed a suite of business intelligence tools that are benchmarks for the industry. Silver, MedTrackAlert's co-founder, is an experienced entrepreneur and manager, having led business and product development for two successful online and health-related start-ups.
The MedTrackAlert acquisition is HealthCentral's second recent acquisition and first since it received a significant minority investment from IAC/InteractiveCorp. The company will continue to acquire and build new capabilities and products that deliver high quality and targeted opportunities for health and wellness audiences and marketers.
For more information and a list of product offerings from The HealthCentral Network and MedTrackAlert, see www.HealthCentral.com.
About The HealthCentral Network
The HealthCentral Network, Inc. (www.HealthCentral.com) is the leading collection of online consumer health assets, with more than 35 condition-specific, wellness and general health Web properties. By offering connections to renowned experts, a network of patients and caregivers who share “real world” experience, and in-depth information, sites in The HealthCentral Network make a meaningful difference in the lives of patients and caregivers. The HealthCentral Network also manages the highest-quality health advertising network, not building size for size's sake – but targeting condition-specific audiences who value and engage with information from marketers on their terms.
The HealthCentral Network was acquired in 2005 by Polaris Venture Partners, The Carlyle Group, Sequoia Capital, and Allen & Company. In January 2008, the Company received a significant minority investment from IAC/InteractiveCorp and additional investment from its original investors, and IAC CEO Barry Diller joined The HealthCentral Network's board of directors. In April 2008, HealthCentral and IAC Ad Solutions Network announced a new ad network relationship, expanding the collective reach to nearly 50 million monthly unique users.
HealthCentral's management team combines decades of interactive media, medical and journalism experience: CEO and President Christopher Schroeder was the CEO and Publisher of Washingtonpost.Newsweek Interactive, the interactive subsidiary of The Washington Post Company (NYSE: WPO.)