Hi Frank,

With the very Competitive online world of Free Medical dictionaries etc...

Your friend will have to get Creative and find a way to Stand Out & be Different...

I would suggest adding an interesting “Twist” into the overall packaging...

Such as Pharmacy discount coupons/Sample packs of misc. products Focused at particular Niche consumers...

Joint Ventures and Cross Promotions with other related businesses...

Here's a couple Excellent resources to Help Brainstorm a few more Book and Offline Marketing ideas...

John Kremer's...
http://www.bookmarket.com/
http://www.bookmarket.com/tips.htm
http://www.bookmarket.com/files.htm

David Frey's...
http://www.marketingbestpractices.com/marketingideas/

Phil