Wellness Trend

With the rising costs of healthcare and fewer companies covering insurance costs, consumers are increasingly interested in wellness information. Staying well, means staying away from doctors, which means saving money. Healthcare-associated brands are recognizing this need for health and wellness information and they are finding ways to become the consumer resource for this information. The newest "brand" to jump on this bandwagon is the Lance Armstrong Foundation. The Wall Street Journal today reported that "the Lance Armstrong Foundation, which spends about $40 million a year on health programs and cancer research, is teaming up with Web-site operator Demand Media Inc. to launch a health-and-wellness We site funded by advertising. The site, called 'livestrong.com,' is expected to go live this year."The Armstrong Foundation "felt that launching a for-profit site would increase awareness about the foundation and promote its core mission of helping people with cancer...Like Mr. Armstrong's foundation, more philanthropies are linking up with for-profit companies to raise cash and elevate their profiles.""The Armstrong Foundation says it will work with Demand Media to build a Web destination for people who want to count calories, track workouts or connect with other people trying to keep fit. Mr. Armstrong, now retired from competitive cycling but still an avid athlete, will contribute content to the site."