Being small is not necessarily a bad quality when it comes to online health websites: "Ben Wolin, the chief executive at, explained that while market fragmentation is always an issue online, it’s more pronounced for the health category because of the breadth of issues that send people looking for information. 'You can’t always find one site that meets all of your needs,' he said. John Mangano, of online market research firm comScore, noted that sites dedicated to particular illnesses, like, a site for diabetics, also have very strong followings."