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Harvard Health Publications

Harvard Health Publications. Trusted advice for a healthier life. Agenda. About me About Harvard Health Publications History What we publish Audience Marketing channels Competition What’s next?. First, a little about me. At Harvard for 9+ years Co-founder of Circadian Information

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Harvard Health Publications

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  1. HarvardHealth Publications Trusted advice for a healthier life

  2. Agenda • About me • About Harvard Health Publications • History • What we publish • Audience • Marketing channels • Competition • What’s next? Harvard Health PublicationsTrusted advice for a healthier life

  3. First, a little about me • At Harvard for 9+ years • Co-founder of Circadian Information • Career in information/publishing businesses and marketing • Past President, Specialized Information Publishers Association (SIPA) • MBA, Olin School of Management • BA, Cornell University Harvard Health PublicationsTrusted advice for a healthier life

  4. About Harvard Health Publications • Started in 1975 with launch of Harvard Medical School Health Letter • First consumer health newsletter • Founded by Dr. Stephen Goldfinger and Dr. Timothy Johnson • Part of Harvard Medical School (not a separate entity) Harvard Health PublicationsTrusted advice for a healthier life

  5. About HHP (continued) • Staff of 28: writers, editors, artists, administrative support, faculty editors • We work with several hundred faculty doctors from the 18 affiliated hospitals (total clinical faculty at HMS exceeds 9,000) • Marketing, sales and distribution handled by outside firm Harvard Health PublicationsTrusted advice for a healthier life

  6. What we publish 5 monthly newsletters (available in print and electronic) • Harvard Health Letter • Harvard Women’s Health Watch • Harvard Men’s Health Watch • Harvard Heart Letter • Harvard Mental Health Letter Circulations: 80-200,000 Harvard Health PublicationsTrusted advice for a healthier life

  7. What we publish (continued) • 50+ special reports, updated every 2 years (available in print and electronic) • Weekly newspaper column (distributed by United Features Syndicate) Harvard Health PublicationsTrusted advice for a healthier life

  8. What we publish (continued) • 48 books (published with Simon & Schuster, Perseus, McGraw-Hill, Jossey-Bass, etc.) • Magazine collaborations (most prominently Newsweek with whom we’ve collaborated on 24 issues) Harvard Health PublicationsTrusted advice for a healthier life

  9. What we publish (continued)Digital-only activities • 3rd party licensing to a wide range of public and corporate websites • Text • Animations • Video • Interactive tools • Decision guides • Mobile applications (1 live to date) • Other Harvard Health PublicationsTrusted advice for a healthier life

  10. Audience: Current • Traditional audience is 40-85 with nodes at 55 and 70 • Clusters somewhat along the East and West coasts • Above-average education level • Above-average income Harvard Health PublicationsTrusted advice for a healthier life

  11. Audience: Emerging • Younger, child-bearing age • Young adults • Children (through schools) • Mobile professionals Harvard Health PublicationsTrusted advice for a healthier life

  12. Marketing channels • Direct mail is still a big part • Email is increasingly important • Social media • Twitter: 60,000+ followers • Facebook: 2,000+ fans • Blogging activities on internal and external sites Harvard Health PublicationsTrusted advice for a healthier life

  13. Competition: Traditional • Mayo Clinic Health Letter • Johns Hopkins Health After 50 • UC Berkeley Wellness Letter • Consumer Reports On Health • Nutrition Action Letter • Other players Harvard Health PublicationsTrusted advice for a healthier life

  14. Competition: Nontraditional The world changed when pharma companies were permitted to advertise directly to consumers • Hospitals and health insurers • Health magazine, Newsweek, Cosmo, Better Homes, etc. • Newspapers • TV and radio Harvard Health PublicationsTrusted advice for a healthier life

  15. Competition: Digital-only • WebMD • MSN, Yahoo, AOL, EveryDay Health, About.com, other open portals • Mobile apps • User-generated and other amateur content Harvard Health PublicationsTrusted advice for a healthier life

  16. What’s next? Harvard Health PublicationsTrusted advice for a healthier life

  17. What’s next? (continued) Who’s the audience or audiences? Children (under 20) Young adults (20s) Parents with young children (30-40s) Adult women, men (50-70s) Older adults (80+)

  18. What’s next? (continued) What are their common interests? Health condition or concern Age Stage of life Affinity: employers, insurers, activities, job function, etc. Harvard Health PublicationsTrusted advice for a healthier life

  19. What’s next? (continued) What do people want (and expect)? Topics Format Functionality Interactivity Frequency Medium/platform Harvard Health PublicationsTrusted advice for a healthier life

  20. What’s next? (continued) What do people value? Authority Accessibility of information Practicality Ease of access Ease of use Harvard Health PublicationsTrusted advice for a healthier life

  21. What’s next? (continued) Who will pay for it? End user – subscription or “by the drink”? micropayments? Advertisers Sponsors Foundations Harvard Health PublicationsTrusted advice for a healthier life

  22. Ed Coburn, Publishing Director Harvard Health Publications Ed_Coburn@hms.harvard.edu www.linkedin.com/in/edcoburn

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