New York, NY — This week About.com launched a new standalone media property, Verywell, that brings the company into the consumer health space. They made the decision to launch the platform as a separate entity from About.com because of the shift in consumer digital behavior towards trusting content that comes from specialized verticles rather than the About.com or AOL’s of the world.
What makes Verywell different from WebMD or Everyday Health? Take one look and you’ll see: (https://www.verywell.com/). The site has a fun, energetic tone and clean user experience while still containing the same valid clinical information that you’d find in other sites — which feel starkly clinical in comparison.
Why it matters:
Sure, it’s a new publication that’s worth keeping tabs on for media placements, but more than that it is a sign of the times. Health information is being communicated with visual cues that feel similar to a Mic.com and a tone that is intended to feel like a friend rather than a scary medical situation. Not to mention its a great example of how being a specialized source rather than just an aggregator leads to more trust with consumers.