Revolution Health pursues green strategy

Steve Case appears to be gambling that "green" healthcare is the wave of the future. More news from the Revolution Health Group this week, as we learn a bit more about Case's ambitious plans to create an online consumer healthcare powerhouse. It's becoming clear that the idea is less to create a WebMD clone or a next generation Healtheon, but to aim for a more lucrative and easily attainable target: the wellness market. The Post reports that Case's goal is to create a "meta-brand," a sort of "Nike of wellness." The thinking is that not everybody is comfortable with alternative medicines and products. The former AOL-Time Warner chief explains. "People are intrigued with these ideas. They're willing to give it a shot if given a safe, comfortable way to do that and not be targeted by the yoga police."

- see this article from the Washington Post