WebMD moving from online health information to 'digital front door' for patients

WebMD is making moves to shift from an information website to a health information platform that helps consumers search and schedule appointments with doctors.

The company is teaming up with symplr, a provider data management search platform used by some of the largest health systems in the country, to utilize search engine optimization and health content to drive consumers to a health system’s "digital front door" for provider search and appointment scheduling, the companies said in a press release.

According to the companies, it marks the first solution that allows consumers to go from a WebMD search for health information to scheduling an appointment with a participating provider in a single, EHR-integrated workflow in three clicks.