New health Web site debuts

WASHINGTON: Revolution Health Group, the new company bankrolled by America Online founder Stephen Case, officially launched its Web site following a year's worth of communications efforts.

WASHINGTON: Revolution Health Group, the new company bankrolled by America Online founder Stephen Case, officially launched its Web site following a year's worth of communications efforts.

RevolutionHealth.com will directly take on WebMD Health, whose site WebMD.com currently leads the crowded field attempting to dominate the online consumer health information area. The company will also provide health insurance information, as well as offer premium membership services.

The company has been working with The Harbour Group, a DC-based firm, for the past half-year in preparation for the launch.

The site was launched in a test version in January, with press outreach peaking as the official launch neared. That media outreach effort has already resulted in placements in The New York Times, The Wall Street Journal, and on Good Morning America.

"Generally leading up to our formal launch this week, we have taken a measured approach, building momentum by raising our visibility at key inflection points while being mindful to not overhype," said Brad Burns, Revolution Health SVP of corporate communications, via e-mail. "We're big believers in the power of building credibility through our accomplishments, rather than just talking a big game."

In addition to traditional media outreach, Burns said communications has also focused on the blogging community as part of its online marketing campaign.

In addition to Case, the company is bankrolled by several other notables, such as Colin Powell and ex-HP CEO Carly Fiorina.

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