UpToDate, arguably the most trusted information brand in medicine, is now in the patient information game with UpToDate for Patients. I ran into deputy editor Alison Hoppin (a pediatric gastroenterologist) at the American Academy of Pediatrics last week and she gave me a test drive. My bags are barely unpacked and I’m already using it in my practice.

I mean, what a concept. Draw content from some of the best minds in medicine, add skilled editorial input, and package it in an approachable format without the glitz. And unlike many supermarket health sites, UpToDate does not discriminate against the pediatric population. You’ll find many diseases and conditions covered equally well for children and adults (see celiac disease in children).

And I love this: UpToDate even offers information prescription pads for doctors. Beyond simply reminding patients where to go, this makes the point that it’s a doctor’s responsibility to help patients initiate navigation in the online space (what I like to call preemptive online health literacy).

This icon sequence on the patient entry page gives some hint to where UpToDate sees this going. Reference step 3: some patients will want the full nine yards and pay for physician-level information. And why not, really?

If UpToDate can expand its content and leverage its rock solid name with doctors, look for them to establish a powerful foothold with patients in the medical infosphere.