In the US, Coca Cola has done a deal with the American Academy of Family Physicians new corporate membership program, enabling it to help “educate consumers about the role their products can play in a healthy, active lifestyle”.
From: "Does public health want to be best friends with soft drinks industry? – Croakey"
Sounds a lot like pharma partnerships (or former partnerships) with hospitals, docs' offices, and medical schools, no?
Also Navigenics partnering with BIDMC for genetics education? Check out the Onion style review of the move by Gene Sherpa here: http://thegenesherpa.blogspot.com/2009/10/follow-up-to-yesterdays-wtf-harvard.html
Get ready to see MANY more partnerships of this type.
mHealth developers will be in on this action within months (branded mobile campaigns/applications for partnerships like this).
Via @laikas on Twitter (great Saturday reading from Oz + NL).