VitaPortal, backed originally by Fast Lane Ventures is a content website focused on health. Esther Dyson has joined the company’s advisory board back in late 2011 and has now joined Prostor Capital which led the Series A funding round injecting $ 2 million into the company.
The company has personalized tools that allows its users measure their health, find ranking of a particular hospital or a physician. So far more than 1 million people used its website and tools.
The services of the website include consultations with experts, find medications and the pharmacies that stock them, use of calculators and self-assessment tests, participation in various contests. There is also a forum and elements of gamification integrated into the website.
I can see that this content site can develop nicely into an ecommerce or even a marketplace platform for healthcare products and services (for now I can only see advertisements), but of course the founders are not too vocal about where the money will be spent, other than on development of more targeted personalization technology based on user data.
