About.com creates The Balance on heels of Verywell success

When information giant About.com launched its health-specific site, Verywell, they were looking to make health information more user friendly as a vertical.
“The big health sites are clinical and scary,” said Neil Vogel, about.com CEO, in a The Drum story in May. “Turns out, our content is a little bit more as if your best friend were a doctor, written from the peer point of view — people who really cared about results. That led us into understanding what our brand was. W