Case Study: MedCity Media (USA)

The name of the publication and / or company

MedCity Media



Web Address

Form of the company


Describe your site or business in few words.

MedCity Media is to life science what TechCrunch and GigaOm are to technology: a destination portal ( for the latest on innovation and B2B insight. Our readers are the ones everyone wants: entrepreneurs, C-level hospital executives, investors and the innovation ecosystem. Our business model builds better, deeper and more lucrative relationships with customers because we leverage our content and our audience better than our peers.

Staff numbers

Who’s creating the content

Content creators, paid full-time


Content creators, paid freelancers


Content creators, unpaid


Are some of the content creators citizen contributors or interns?

Yes. The unpaid content creators are citizen contributors.

How is your time divided between doing business and content?

I (Chris Seper) am the CEO. I spend 60 percent of my time managing the business and driving innovation, 30 percent on business development and 10 percent on content.

Business, marketing & sales, paid half time


Business, marketing & sales, revenue share


Business, marketing & sales, other


How they make money

Revenue models and sustainability

Would you say your business model is sustainable?

Yes. MedCity makes money three primary ways.

– Online portal: Selling ads, running events that gather our online audience in real-time, lead generation and other online marketing through the site.

– Syndication: Re-selling content to other media and organizations.

– Custom content: Made-to-order content created by content creators OTHER than the MedCity journalists for anyone who needs good healthcare content.

Individually these are strong revenue streams, but we bundle all three streams to realize more revenue.

How much is your yearly or monthly revenue?

Decline to disclose.

Where does your revenue go?

Salaries are the overwhelming majority of our expenses, followed by legal, IT and travel.

How much do you pay to your contributors?

We pay by piece for part-time, contractor basis for longer-term freelancers and salaries for full-time staff.

What about profit?

We are still in growth mode. Expect CFBE (Cash Flow Breakeven) by 2013.

What kind of advertising you sell?

Ad Networks, Cost Per Impression (CPM), CPA – Lead Generation, Sponsorship, Pay Per Post, Job Boards or Classifieds, Newsletter Advertising, RSS Advertising, Location-based ads, Mobile ads, Ads through your Twitter feed, Ads through your Facebook page

Do you sell any of services

Freelancing – journalism, Freelancing – non journalism, Events

Do you sell virtual or physical products?

Videos and Webinars.

Other revenue sources

Affiliate Marketing – Networks, Affiliate Marketing – Individual Programs

Do you see your publication as your main product?


What would be the most important thing on your road to sustainability?

Continuing to attract a growing high-value audience.