• by Erik Sass , October 3, 2007

The New York Times joined a host of other publishers that have begun offering health-related content online by teaming with A.D.A.M., a company that maintains an online compendium of information on health conditions, treatments and insurance, among other topics. The content is written by physicians and reviewed by a network of third-party doctors. A.D.A.M. also publicizes breaking news about health-care issues, such as new treatments or diagnostic options.

To deliver the new service, the site is launching a new section with news and analysis on health-related topics, including the Times Health Guide, with an index of over 3,000 topics covered by A.D.A.M. The index lists thousands of diseases and conditions, with detailed information on symptoms, diagnosis and treatment. In the future, articles on the Web site about health issues will include links to the relevant entry in the A.D.A.M. database.

The New York Times' deal isn't A.D.A.M.'s first. The company has reached syndication-style agreements with a variety of clients, including health-care organizations, employers, consumers, brokers, and educational institutions.

Its custom publishing unit offers broadcast-ready medical images and animations and marketing materials for print and Web properties. The company also does database consulting and Web site promotion.

One of A.D.A.M.'s most important lines of business is marketing consulting for the health-care industry, including hospitals, pharmaceutical manufacturers, and health plans maintained by insurance companies. One of its early clients was Highmark, a Pennsylvania-based insurance provider, which signed a deal for the company's health content in 2003.

Taking a slightly different route from NYTimes.com, several big consumer magazine publishers have recently opted to buy online health information Web sites outright. In mid-September, Hearst bought RealAge.com, a site that engages consumers with the promise of a quiz that determines their "real age," based on various health and lifestyle factors.

In addition to the eponymous "real age" test, the site offers an encyclopedic array of health-care information and advice broken down by categories, including age, gender and specific conditions.

In June, Meredith Corporation bought Healia.com, a consumer-health search engine. Meredith President Jack Griffin explained that the health "vertical search" reference site complements the personal health coverage in Meredith's biggest brands, like Better Homes and Gardens, Parents and Ladies' Home Journal. Meredith is integrating Healia's search technology into its various magazine Web sites.