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BizReport : Blogs & Content : March 22, 2010

ABC upgrades health content

Get ready for more health information from broadcaster ABC. This week the news network launches an expanded health section, a partnership between ABC and Healthline Networks. Content and information on the site will be powered by Healthline Networks and will also give consumers more opportunities to search for health related information.

by Kristina Knight

Health information is one of the hottest properties for brands and advertisers as more and more consumers are turning to online hubs for information on colds, flu and even cancers. Some are logging on before seeing a doctor to get more information for an appointment, others are logging on after speaking to a physician. Whenever they log on, consumers need quality information and hubs such as WebMD or the new offering from ABC will likely garner some attention.

The upgraded section of ABC's website will offer information from ABC programming, including "Word News Tonight" and "Good Morning America" as well as interaction apps from Healthlines database such as "SymptomSearch" and "TreatmentSearch".

"Healthline now provides a growing suite of advanced health information technologies to more than 40 top-tier companies, across almost every sector in consumer healthcare," said West Shell III, Chairman & CEO of Healthline Networks. "We are excited to be working closely with ABC News, which is committed to helping millions of loyal users engage more deeply in understanding and managing their health, fitness and overall quality of life."

Information from comScore's Media Metrix found the WebMD health site to be in the top ten websites for unique visitors (January 2010). The health category, overall, bumped to the fifth position (23% increase in unique visitors) behind the travel and retail categories.

Tags: ABC, comScore, health and beauty advertising, health content, Healthline Networks

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