Corporate Updates

Now a website to offer health advice even from marketers

eHEALTH BureauA website,, is all set to provide platform to provide consumers with what they want to know on health and wellness subjects, reports New York Times. will begin with content contributed by organisations like AARP, the American Cancer Society, the American Heart Association, the American Red Cross, the Cleveland Clinic, Johns Hopkins and the National Academy of Sports Medicine, along with medical professionals. Those contributors are to be known as experts on the site. There is another label, knowledge partners, for marketers that are paying an estimated $1 million to $7 million to become sponsors of The initial roster is composed of Colgate-Palmolive, for Colgate oral care products; the Ortho-McNeil-Janssen Pharmaceuticals division of Johnson & Johnson; the Medicines Company, a drug maker; Pfizer; Unilever, for Dove skin-care products; UnitedHealthcare, the health insurer; and Walgreen, for its Walgreens drug stores. Plans call for the content provided by the sponsors to be labeled, bearing their names and logos, so that visitors to can distinguish their contributions from those of other sources. Still, some visitors looking for objective answers to questions on health matters may raise their eyebrows at the presence of marketers. “I’m sure there will be people who do that,” Jeff Arnold, chairman and chief architect at Sharecare in Atlanta, said of potential eyebrow-lifters. But in tests of the website in the past year, “the brand answers were read as much as the expert answers,” he added.


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