Time Inc. Relaunches Health.com as Portal

Time Inc. is the latest media company to tap into the growing demand for health and wellness information online, relaunching Health magazine’s Web site as a portal.
 
A year and a half in the making, Health.com is designed to rival major online health destinations like WebMD.com, Steve Case’s Revolution Health and AOL Body.
 
Like other highly trafficked health sites, Health.com will be anchored by a search tool; Health.com’s will let visitors find information on commonly searched ailments by condition type, drug or symptom.
 
John Brown, general manager of Health.com, said the site would differentiate itself by augmenting the third-party clinical content common to many sites with original content such as patient testimonials. Health.com will have some 1,700 pieces of original content when it launches May 19, he said.
 
“Because there are so many players using licensed content,” Brown said, “when you’re launching with almost 2,000 pieces of original content, people really want to go to the dance with you.”
 
The site also will have lifestyle information on healthy living and eating. Over time, it will add features like a healthy recipe database, message boards, health news channel and weight-loss tools.
 
Traditional media companies have been on a health-related tear; in the past year, Hearst Magazines bought health and wellness site RealAge, while Meredith Corp. snapped up Healia, a health search engine.
 
Time Inc.’s entr