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HealthCare.com acquired BrokersWeb, allowing the online directory of health care to make use of Health Insurance Finders, the service’s consumer health insurance search engine. HealthCare caters to health 2.0 space with companies such as OrganizedWisdom.

HealthCare did not disclose the amount it took them to acquire the targeted, performance-based online-ad firm, BrokersWeb. Founder and chief executive of HealthCare.com states:

“The acquisition of BrokersWeb strengthens our presence and fits within HealthCare.com’s mission to help consumers make better health care decisions.”

“From a business standpoint, the acquisition brings together a leading media property and a proprietary monetization platform that HealthCare.com will be able to expand.”

The company serves a romping 250 health industry advertisers with pay-per-click advertising, generated from health insurance queries. HealthCare allows advertisers to big for placement in its paid listings, thereby providing them with ROI (Return on Investment) analytics that help them make informed ad campaign decision.