Healthline Launches Health MattersTM Blog Network

Blog Network to be Enhanced by Healthline’s New, Proprietary HealthLinks™ Technology
that Enriches Blogs by Providing Links to Relevant Medical Articles on Heatlhline.com


SAN FRANCISCO—September 26, 2006—Healthline Networks (www.healthline.com), the leading provider of intelligent health information services, today introduced its Health Matters blog network, a new group of blogs designed to extend Healthline’s depth of high-quality medical information resources to the fastest-growing medium for popular content—blogs. Available on Healthline and as content available for licensing, Health Matters showcases unique health and medical topics written by some of the nation’s most highly respected doctors and medical professionals.

In a separate announcement, Healthline today also unveiled HealthLinks™, a proprietary application that automatically identifies medical terms in online health content and generates links to relevant medical resources. One of the navigation services in Healthline’s portfolio of products available on its site and for customers and partners, HealthLinks is already in use throughout Healthline.com—within its licensed content from leading medical publishers such as Thomson-Gale and A.D.A.M., and the Health Matters blogs
.
To create a network of blogs reflective of the quality of its website content, Healthline recruited an inaugural team of well-known medical experts, such as Paul Auerbach, M.D., chair of Healthline’s Medical Advisory Board, and one of the world’s foremost experts on wilderness medicine. He writes the “Medicine for the Outdoors” blog, one of the only blogs covering the subject. Enoch Choi, M.D., already a well-known medical blogger, writes the “Tech Medicine” blog, which includes the latest information on medical devices and related technology. Jolie Bookspan, Ph.D., author of “The Fitness Fixer” blog, is a renowned sports medicine scientist who has been hailed by clinicians at the Harvard Medical School as the “St. Jude of the Joints.” Healthline will be adding new bloggers to its roster on a continual basis. A complete list of the initial Healthline blogs follows:

The Diet Dish—Cynthia Sass, R.D.
Teen Health 411—Nancy Brown, Ph.D.
Cancer Treatment and Survivorship—Cynthia King, Ph.D., N.P.
Fruit of the Womb—Kenneth F. Trofatter, Jr., M.D., Ph.D.
The Family Fork—Andrea Giancoli, M.P.H., R.D.
The ART of Conception—Carl M. Herbert, M.D.
The Fitness Fixer—Jolie Bookspan, M.Ed., Ph.D.
Medicine for the Outdoors—Paul Auerbach, M.D.
Tech Medicine—Enoch Choi, M.D.
Health Observances—Healthline Editors

“The Health Matters blog network is breaking new ground in doctor-to-consumer blogging, and I’m proud to work closely with Healthline to participate both by writing and bringing other medical professionals into the group,” said Dr. Auerbach. “This unique and interesting compilation of blogs includes topics and information I haven’t found anywhere else; and personally, it’s a very efficient way for me to share important news and findings with my readers.”

Healthline Networks’ suite of intelligent health information services includes search, navigation and content components that address consumers’ most significant healthcare need today: access to contextually relevant and accurate information drawn from a combination of deep medical domain expertise and advanced technology. Healthline’s customers and partners can implement these services either separately or as an integrated suite. Healthline’s unique Medically Guided SearchSM experience combines the world’s largest consumer medical taxonomy, developed by more than 1,100 physicians and informatics specialists, with advanced search technology and licensed content, including physician-reviewed journal articles and medical encyclopedias from the world’s foremost medical information publishers.

“Health Matters is a key component of Healthline’s comprehensive portfolio of search, navigation and content services, contributing to Healthline’s expansion far beyond a search engine for health information,” said West Shell III, chairman and chief executive officer, Healthline Networks. “We’ve recruited some of the foremost experts in their fields, who are blogging with fresh insights on an impressive array of topics. As we expand our syndication strategy, consumers will be able to access this unique content on our network partners’ sites in addition to Healthline.”

About Healthline

Healthline Networks offers an innovative approach to meeting the needs of today’s health information seeker. The company’s unique consumer healthcare taxonomy, created in 1999 in collaboration with 1,100 medical specialists, powers a suite of intelligent health search, navigation and content services. Combining advanced search technology with deep medical expertise, Healthline and its business partners—a network of trusted destination sites that include publishers, portals, search engines, employers and health plans—help consumers navigate the complex world of healthcare information, empowering them to make more confident, informed decisions. Headquartered in San Francisco, Healthline is backed by VantagePoint Venture Partners, Reed Elsevier Ventures, Mitsui & Co., Ltd., and JHK Investments, LLC.

Company information:
 Bill McGee
 Senior Vice President, Marketing Services
 415-281-3113
 bill@healthline.com

Press Contact:
 Colby Zintl
Healthline Networks
 415-281-3110

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