ShareCare.com, created by TV’s Dr. Mehmet Oz and Jeff Arnold, founder of WebMD (in partnership with Harpo Studios, HSW International, Sony Pictures Television, and Discovery Communications) is an interactive site that promises to gather “collective wisdom” to help visitors live better. To that end, they’ve brought in medical experts and national nonprofits like AARP and the American Red Cross and companies, a.k.a. “knowledge partners,” like Unilever and Colgate-Palmolive.
Marketers participating on the site are paying between $1 million and $7 million and will have their logos and names attached to their advice. Paul Ewing, a senior director for patient marketing at Pfizer, another “knowledge partner,” told the New York Times that they won’t answer questions around the products the company offers. Still, it sounds like this site will serve as a means for the participating companies to build reputations as wellness experts while telling people to take their advice with a grain of salt.