Very naive to discount market share in a market where it's...

Very naive to discount market share in a market where it's important to have market share/scale to keep costs relative to revenue down.

Here are some other ones
http://www.alexa.com/siteinfo/healthengine.com.au #1,107
http://www.alexa.com/siteinfo/myhealth1st.com.au #56,902

We don't have access to HealthEngine's financials to make a comparison, but I can tell you which company your average investor would rather own shares in. Would rather be losing money to get to the dominant market position than be bleeding approximately $1M/qtr to have a #56,902 ranked website.

Speaking of the website, why is the website so ugly and hard to use compared to those of other competitors?
Maybe they should spend some of the $1.5M they're burning each quarter on their site rather than paying all those staff costs.