Drugstore.com Hopes For Sweet ‘Revolution’ Pill

Two health-related Web sites are looking to get in better shape by
helping each other.

Revolution Health Group (RHG) and drugstore.com have signed a deal allowing RHG to aggregate drugstore.com’s traffic as part of its Revolution Health Network. Under the deal, RHG will manage advertising sales for drugstore.com, an online provider of health, beauty, vision, and pharmacy products.

RevolutionHealth.com reaches more than 9 million unique visitors each month and generates more than 100 million monthly page views. Those numbers make it the third-largest health information property, the non-profit organization said citing comScore’s recent rankings.

The deal puts drugstore.com, which already powers the Revolution Health online store, in a position to develop new revenue stream from ads targeting an important demographic: women.

“Deepening the relationship with drugstore.com enables Revolution
Health to provide a tremendous value proposition for the growing number of
advertisers seeking to reach consumers in the rapidly expanding health
category,” said Steve Case, chairman and CEO of Revolution Health, and founder and former CEO of America Online.

“This exclusive agreement also allows us to better integrate our health and
medical content, interactive tools and online community with the variety of
health products and offerings at drugstore.com.”

Based in Bellevue, Wash.,
drugstore.com, formed in 1998, was a rising e-commerce star during the
dot-com boom, but went through the bust with the rest of the era’s victims. Years later, this deal might be just the thing to help it on the road to healing.

Dawn Lepore, chairman and CEO of
drugstore.com, said the company is pleased to get in on the growing health-related advertising and adding a new revenue stream to the drugstore.com mix.

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