Sharecare gives marketers a say in the content. "How do I prevent wrinkles?" a user may ask. Alongside answers from celeb doctors like Oz and Dr. Dean Ornish will be expert advice from big companies, most with health or beauty brands.

Unilever's skincare line Dove is the first brand to sign on with Sharecare's "pay-per-perspective" model, a fancy term for a sponsorship that allows companies to respond to users on the site. For around $3 million for a year-long deal, Dove will also have direct access to users who set up profile pages, similar to those seen on Facebook, and Sharecare will give it and other sponsors data about how long users are reading their answers and which ones they like best.

WebMD Founder Matches Marketers With Consumers Who Have Health Concerns