Healthline Networks is pursuing a really interesting strategy as it attempts to "dance with the elephants" in vertical search in health care. Today, it’s announcing a number of new partnerships and perhaps most interestingly a deal with Aetna, where the information in the members’ PHR will personalize their online experience. I sat down with Chairman and CEO West Shell yesterday to talk about what it means for the industry, for health plans and where he sees Healthline going.
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