The FDA said the initiative would allow it to better carry out its “foremost mission” to promote and protect public health. About 50 million unique visitors visit WebMD every month.
The result of the deal is a new joint website that provides information about FDA-regulated products including food, dietary supplements, medicines and cosmetics.
"As a leading brand of health information, we are pleased to be partnering with the FDA to provide consumers with public health and safety information, direct from the source," said WebMD president and chief executive officer, Wayne Gattinella.
"This important partnership is consistent with WebMD's longstanding mission of providing for Americans access to credible and relevant health information."
Consumers can report any safety concerns they may have about food and other products directly to the FDA as data is cross-linked back to the FDA consumer website.
The new joint website informs WebMD readers of FDA public health alerts along with FDA Consumer Updates that present information in the form of articles aimed at consumers.
The FDA Consumer Updates will also feature at least three times a year in WebMD's bi-monthly magazine, distributed to physician office waiting rooms across the US and reported to reach nine million consumers.
Enthusiastic
The move reflects an FDA policy to employ “innovative, technology-based strategies”.
"We are enthusiastic about this collaboration with WebMD because it will enable us to reach more consumers with accurate, science-based information that can help them improve their health," said Andrew C von Eschenbach, MD, FDA commissioner of food and drugs.
"This is an important step forward in our effort to form partnerships to help bring timely safety alerts and other public health information to a wider audience in the most effective and convenient way."
Internet savvy
An August study released by the Center for Studying Health System Change found 32 percent of American consumers – 70 million adults – conducted online health searches in 2007, compared with 16 percent in 2001.
Consumers who researched health concerns reported positive outcomes, the study found, and half said the information changed their overall approach to maintaining their health. Eighty percent said the information helped them better understand how to treat an illness or condition.
The FDA’s policy on co-branding requires partners to provide FDA with statistical information at least every two months on the number of users viewing FDA Consumer Health Information, which the FDA jointly review.