WebMD Wants to Be Known for More Than Just Medical Information

Bulks up on lifestyle programming


For its first appearance at the Digital Content NewFronts, WebMD is trying to shift from being a site known for medical diseases and conditions (or a feared destination, if you're a hypochondriac) to lifestyle content.

During WebMD's presentation at its headquarters in New York's Chelsea neighborhood, the site told media buyers that it's cranking out videos in four areas that brands can run their ads alongside: food, beauty, fitness and baby.

"When people traditionally think of WebMD, they might think more about diseases and conditions, but the fact that we have such a strong, dedicated following in the healthy lifestyle space is something that we want to shine a light on," Kristy Hammam, editor in chief of WebMD, told Adweek before today's event.

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