Everyday Health: The Development and Growth of a Digital Health Media Brand
Everyday Health is a digital media firm in the United States, primarily dealing with online health content. The brand is well known for being associated with peer-reviewed health content, as well as collaborations with top health institutions. Everyday Health has grown to become a full-fledged digital health media platform comprising various activities such as online publishing, interaction, and health navigation. The website was initially a health information portal.
One of the things that has been very definitive about the development of the Everyday Health platform is the fact that it incorporates content review and editing as the core of this platform. Because of the way that the health site developed and grew over the years, the company put up certain criteria involving the health content being reviewed and fact-checked by experts before it is even published on the platform, making it unique from some other health-related websites.
To make this model work, the company formed what is called the Health Expert Network. These are more than 100 board-certified physicians, specialists in health care, patient advocates, as well as wellness practitioners with over 30 specialties. The specialists read the articles to make sure they are accurate, relevant to health care concerns, as well as up-to-date with the existing guidelines. The network is vital in maintaining the consistency of articles released by the platform.
Everyday Health’s editorial teams base the information presented on expert sources, such as peer-reviewed literature, expert interviews, and information from government agencies, advocacy organizations, and top medical institutions. This approach is a reflection of the company’s commitment to delivering the right information for those seeking health information online.
Everyday Health Group has also pursued expansion of its brands by forming affiliations with major healthcare institutions. The company represents ads for Mayo Clinic, and it also includes Cleveland Clinic in its affiliated brands. These affiliations have helped to establish Everyday Health’s position in the healthcare and medical ad industry.
In addition to its more traditional editorial content, the website has also expanded its offerings to include a series of interactive health tools. These include symptom checkers, databases for prescription and nutritional substances, as well as calculators on the subjects of hydration, weight, and protein. There also exist nutritional-related tools, such as meal planning, on the website. Taken as a whole, it seems that the website has evolved from purely article-driven content to more of a functional health website.
The brand has also launched community functions that are moderated with the purpose of encouraging interaction and ensuring editorial control. An example is Tippi, a community-driven platform on which patients and professionals interact by providing tips and advice on topics concerning health. Unlike other platforms, Tippi is run in a controlled environment that prevents spreading of incorrect information.
Everyday Health has introduced healthcare navigation features that assist users in gaining access to healthcare services. The features include the Vaccine Planner, as well as the Find a Doctor platform, through which users are capable of identifying healthcare professionals by location, disease, as well as by insurance. The features expand the application's role in healthcare beyond the provision of information.
In later development stages, the scope of the website broadened to include the evaluation of other healthcare products and services such as nutritional products, mental health platforms, and healthcare devices. According to the company, all content within the product review domain is reviewed by professionals from the Health Expert Network in accordance with the same healthcare standards used in their editorial content.
According to Everyday Health, its mission is to “inspire and empower people to live their healthiest lives.” The brand’s growth is seen as connected to its ongoing efforts at credibility and affiliation with respected institutions in the medical space. It is understood that Everyday Health continues to be at the forefront of medically reviewed health publishing on the web. Additionally, the platform is evolving to keep abreast of the changes that occur in the digitized publishing industry and the health communication industry, including the development of policies, the use of expert reviews, as well as new technologies that cater to new health themes, the trend of preventive health, and consumer demand.