Everyday Health is going big on mobile, seeing an opening against its older and more established rival WebMD. The company has, in recent months, rolled out 23 apps for six verticals, including general health and wellness, pregnancy, beauty, fitness, nutrition and diet and professional. They have logged 3.5 million downloads, with 10 million monthly visits and 150 million monthly page views. Available formats include iPhone, Android and Blackberry. Two are available for the iPad.

“Consumers are flocking to these, and so are docs” said Everyday Health CEO Ben Wolin. “Marketers are trying to figure out what’s the best way to take advantage of this new medium.”

The Everyday Health Mobile Portfolio includes: an Everyday Health-branded general health and wellness app; four pregnancy apps; three DailyGlow.com-branded beauty apps; several fitness apps, two of which feature Jillian Michaels and one Denise Austin; four nutrition and diet apps, including a calorie counter, a South Beach Diet app; and a trio of professional apps, including one for MedPage Today and another for doctor blogger KevinMD.  

“They cut across all of the brands we work with,” said Wolin. “In general, they’re utilities. That’s something we believe makes a really good app. Another thing that makes a good app is that they don’t live in a bubble but take advantage of the assets we have on the Web.”

For example, Wolin cited the company’s What To Expect Pregnancy Tracker and Baby Tracker apps, which invite users to participate in an online community of pregnant women and new moms via EverydayHealth’s social networking platform.

In a February earnings call, WebMD chief Wayne Gattinella noted that WebMD Mobile and Medscape Mobile both ranked among the top iTunes Store health and medical apps.

“Mobile, while not yet a meaningful revenue source for WebMD, is clearly a very exciting area of growth for the future,” said Gattinella. “We are focused on delivering a multi-screen platform that extends the user experience beyond the desktop portal onto the on-demand mobile device. Our strategy is to deliver an integrated experience for our users and for our commercial sponsors, regardless of the screen that is being accessed.”

WebMD Mobile, the company’s consumer app, had generated nearly 4 million downloads since launch, and WebMD optimized the consumer site for mobile in December. Medscape Mobile boasts more than 800,000 registered users.