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OncologySTAT.com, a medical resource that launched last weekend, provides doctors with access to over 400 medical and scientific journals, including its own content, in hopes of footing the bill with ad revenue.

In exchange for registering one's personal information with the site, users receive access to journals that include The Lancet and Surgical Oncology. Pricing for access to these journals can hit hundreds to thousands of dollars a year, according to The New York Times.

Elsevier, the name behind the destination, expects to serve 150,000 professionals in the next 12 months with assistance from sponsorships. Pharmaceutical companies with cancer drugs on the pipeline are heavily encouraged to advertise.

CEO Wayne Gattinella of WebMD said online drug advertising's potential remains far from fully-realized, with only 3 percent of pharmaceutical marketing dollars spent on the internet.

While summaries of non-Elsevier-owned journals will be free, full publications will still need to be purchased until they become public domain. This typically happens after six to 12 months.

In addition to OncologySTAT, Elsevier also owns LexisNexis and Variety.