SelfCare.com Plans MOJO Marketing Campaign

SelfCare.com selected Mediaplex for its online marketing
program and will use the company’s mobile Java objects technology MOJO and
its alliance with DoubleClick for targeting solutions.

The combination of these technologies, including DoubleClick’s DART targeted
ad serving technology, will allow SelfCare.com to deliver real-time online
advertisements based on historical customer data and marketing objectives.

Spending plans were not disclosed.

“Using targeted messages and banners relevant to each individual consumer and
delivering them in real-time means higher click-through rates, and ultimately
higher conversion from visit to sale,” said Jeff Rose, SelfCare.com’s
chairman and chief executive officer.

“Thanks to Mediaplex’s MOJO technology, consumers will
receive messages, healthcare information and promotional offers that match
their individual needs.”

SelfCare began 16 years ago as a health magazine, and evolved into a catalog,
offering products for a wide range of health and wellness conditions. Most
recently, SelfCare has expanded its reach with its newly designed Web site.

Mediaplex is a marketer of marketing and technology solutions whose clients
include OfficeMax.com, ShopNow.com, Tickets.com, 1800DAYTRADE.COM, and advertising
agencies including McCann-Erickson/A&L and Publicis & Hal Riney.

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