We longtime web junkies think we know how to draw some buzz for a new product or site. But old school marketers like those in the health industry have it down to a science (often, the marketing is more scientific than the medical breakthrough being touted).
But you need to read carefully. First, many studies are flawed and make for better dinner conversation than scientific evidence. Even some accepted and repeated ideas like alcohol being good for you are constantly being called into question.
The big media sites know you like to read and forward health stories, especially if there is something amazing, funny or sexual about the findings. And when it comes to the health sections of many news sites, it always seems to be sweeps week. Often the line between reporting and republishing self-serving press releases is blurred. University of Minnesota Professor Gary Schwitzer often has great examples of this trend on his blog.
