AOL announced that its health department, AOL Health, would sign a partnership with Caring.com, Health.com and HealthCare.com, in order to provide for these three interesting information on methods to stay in shape, naturist medicines or elderly parents care.
The AOL team also revealed what the content shared by the new partners would be. That of Caring.com will be related to taking care of the elders, with articles such as "How to Get Paid
for Being Your Parent's Caregiver," or interesting quizzes whose purpose is to determine if someone's parents should still be driving. The content will be adapted in such a manner as to hurt the feelings of no one, because older people will also be able to access the website.
Health.com, the other new partner, will offer, with the help of AOL, tips on how to lose weight, quizzes and first-person video narratives, which are a perfect way of personally exemplifying the message an editor wants to deliver. Health will also continue to appear in the printed version, Health Magazine, that has an estimated number of 8 million users a month.
Healthcare.com will be the provider of a list with more than 1.3 million medical and dental professionals, along with pieces of advice for a healthy life, all wrapped up in an easy-to-read interface. "We are excited about AOL Health's partnerships with these highly regarded content providers," said Stephanie Dolgins, Senior Vice President of AOL Women's & Lifestyle Programming. "Our goal at AOL Health is to create a comprehensive network of information that will help the entire family take care of their health needs," she added.
The partnerships will probably help AOL develop a stronger niche audience, as AOL Living, the mother-company that also includes AOL Health, has a monthly number of visitors of approximately 16 million, as a comScore report showed in June 2008. Most of the users are women, who are expected to also be the target audience for the three web properties.