I was trying to work out who is getting what out of this website and how, and why, and well ... all those other w's. Is it a SPAM ad site or a sad geek trying to do their own wikihealthier, or what? Or maybe the computers have taken over the world already?
Their Google+ site only has two followers. One is also in Toronto and works at a company (Cpoint Capital) where he and at least one other employee are also employed by pharmaceutical companies.
WellPilot seems to provide no information about itself, which is dodgy as hell whether or not they're part of Cpoint Capital. They do say that WellPilot is part of Variant Ventures (licensed in Ontario), but again, there's no information about Variant Ventures.
The blogs at WellPilot are written by Simon Smith. There's a Simon Smith in Toronto who works for Klick Health, which is involved in digital marketing. Simon Smith's LinkedIn profile says that he is "responsible for portfolio including 10 pharmaceutical drug brands and cross-brand solutions for one of the world's largest pharmaceutical manufacturers. . . ."
There's a lot of info available regarding Klick Health: "Klick Health is the largest independent digital marketing company in the world, specializing in Health and Biopharma. We are laser focused on creating digital solutions that engage and educate patients, care-givers, and healthcare providers about life-saving treatments."
So there's one definite pharmaceutical link, and likely a couple others. Though the WellPilot twitter looks a lot more insurance-friendly than pharma friendly - natural and lifestyle remedies are often recommended (plus a few pharma retweets) and antibiotics are discouraged.