Yahoo Health has 7 million users, making it the biggest platform for 2-year old HealthiNation's content, which includes documentary-style videos, 3-D animation and doctors explaining common health problems on camera.
HealthiNation is its own cable channel in 22 markets serviced by Cox, but the network said this is its largest deal yet. Terms of the agreement were not available.
'A different approach'
"We initially approached Yahoo," said Raj Amin, HealthiNation CEO. "As part of our strategy, we produce high-quality health-educational videos, and we're trying to take a different approach to the way they learn about health. It's content that speaks to everyone. We're trying to take the medical mystery out of health topics."
Health care is one of the biggest search topics on the web. According to a survey last October by the Pew Internet and American Life Project, 80% of American internet users -- about 113 million people -- have searched online for information on at least one health topic.
"The search for health information continues to grow," Mr. Amin said. "You're seeing a lot of these properties at the same time you're seeing video growth."
Popularity of video
According to the Associated Press, Mr. Amin said, newspapers last year increased video usage on their websites at a rate of 10% a month. "That's huge, and it's going to be a trend where we're going to see even more," he said.
HealthiNation videos are produced independently and reviewed by the company's medical advisory team of physicians from various fields of medicine. Yahoo and HealthiNation will jointly sell advertising for the online videos.
"Generally, we're always producing new content, so the goal is to continue to do that and distribute that on the broadband platform," Mr. Amin said. "We take the pulse of our users across all the different environments to produce content that is valuable to the audience that we serve. We're trying to be the premium provider of information in that space."