What WebMD Can Teach Brands

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SAN FRANCISCO While patients cool their heels in their doctors’ waiting rooms, instead of leafing through tattered issues of People, now they can pick up WebMD magazine—a modified print version of the WebMD Web site—and get shortlists of specific questions about blood pressure, cholesterol, overweight kids and chronic pain to ask their physician when they finally get into the exam room.

Even before they make the medical appointment, people are filling out online health-assessment questionnaires and Googling symptoms on the Web.

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