Health Content Wars: Microsoft Bests Google With Aetna, Yahoo Beefs Up Through Partnerships

This story was written by Tameka Kee.
Microsoft (NSDQ: MSFT) continues to line up HealthVault partners: the latest is Connecticut-based health insurer Aetna. Members currently using Aetna's electronic Personal Health Record (PHR) feature will be able to transfer those records to HealthVault next month.

Aetna is the first benefits provider to make use of Microsoft's platform. Microsoft recently said that a number of health institutions want to tap both HealthVault and rival Google Health, but the Aetna partnership may be the first signs of a slight advantage over Google (NSDQ: GOOG). While a number of pharmacy benefits providers have partnered with Google Health, we'll see how long it takes before a major health insurer does the same. 

Meanwhile, Yahoo (NSDQ: YHOO) is bulking up its Health portal with content from HealthGrades and Waterfront Media's Everyday Health Network. Colorado-based HealthGrades provides hospital and physician ratings and reviews, which Yahoo will integrate into a new, searchable physician database along with related Yahoo Answers and Yahoo Group discussions. Yahoo Health will also feature content from Everyday Health's portfolio of sites like SouthBeachDiet.com.The deal, which extends to any future sites Everyday Health launches or acquires, is the company's first content distribution agreement with a major health portal. (Staci adds: Waterfront is paying Yahoo for the traffic referrals to its revenue-producing subscription diet and fitness sites and to drive consumers to certain advertising programs on everydayhealth.com.)


By Tameka Kee

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