Twitter And Everyday Health Launch Global Real-Time Content Partnership “HealthBeat”

Social healthcare is the hot button topic of the year, and Twitter is scientists and sociologists’ dream as a petri dish of research data.

Twitter has helped track flu outbreaks, source vaccine research, and fight obesity in kids.

And companies are paying attention. Twitter and Everyday Health, Inc., a comScore Top 50 media company creating original health and wellness content, have announced a global content partnership to provide real-time health information and breaking news to the Twitter community.

Titled HealthBeat – not to be confused with VentureBeat’s health care conference – the joint product will be composed of promoted tweets linking to Everyday Health’s news, expert advice, videos or tools that users can leverage as their first line of defense against heath matters like a flu outbreak, SARS, or even mental health issues following a major disaster or traumatic event (we’ve certainly had our share of those lately).

According to Everyday Health data, there are typically more than 2 million health-related tweets daily. HealthBeat aims to take advantage of those reach, data and targeting capabilities that Twitter provides in order to allow Twitterers to tap into contextually relevant and actionable health news and information.

Joel Lunenfeld, Vice President of Twitter brand strategy, said,

“People come to Twitter to discover what is happening in the world, and in their world. Health and wellness is an important topic where our users want to be informed and join in the real-time public conversation. Everyday Health’s content will add a great deal of professional and relevant information into the millions of conversations about health that already happen on our platform every day.”

The new HealthBeat real-time marketing solution can be customized to advertisers looking to target interested consumers of health and wellness content, in any location. It works by layering Everyday Health’s contents on top of Twitter’s data.

There are a wealth of opportunities here for health marketers – think promoted tweets, sponsored Twitter search, video tweets, branded communities, blogs, data, infographics, live Q&As and display advertising on Everyday Health.

These partnerships are a perfect example of how social media can be a bountiful resource for social good.

Do you ever use Twitter as a source for health information?

(Image via Shutterstock)

Publish date: June 12, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT