Our Work » WebMD the Magazine
Industry:
Healthcare
With TMG, WebMD successfully made the conversion from online to print

Most publishers today seek to make the print-to-online conversion, but WebMD wanted to do the reverse: expand from online to print. With a commitment to "Better information. Better Health" and more than 80 million monthly unique visitors, WebMD is the online health information leader.

Objectives:

  • Evolve and position the WebMD.com brand and WebMD the Magazine as a healthy lifestyle/wellness consumer pub.
  • Make the magazine cut across the clutter in waiting rooms so that it’s picked up and read by more consumers.
  • Open new markets in beauty and lifestyle consumer advertising to expand WebMD.com’s sales from its pharma advertising base.

The magazine engages readers and drives traffic to the web site

Strategies:

  • Create a highly interactive editorial approach with short, must-read articles designed to engage waiting room readers and drive traffic to WebMD.com.
  • Feature A-list cover stars, making WebMD the Magazine the only A-list celebrity health waiting-room magazine.
  • Define and implement an effective advertising strategy that deftly blends WebMD’s editorial mission with targeted reach.
  • “Own” the waiting room and be a key part of the doctor/patient conversation.

The magazine is now the No. 2 consumer female health magazine in the United States

Results:

  • The print extension of WebMD has extended the core brand, expanded its reach, and increased revenue.
  • The magazine is distributed in 90 percent of all U.S. doctors' office waiting rooms, with a per-issue readership of nearly 10 million (MARS 2010), ranking it in the Top 50 of all consumer magazines.
  • WebMD the Magazine has garnered an impressive collection of awards won for editorial, design, and distribution strategy.

“TMG is that rare blend of partner that hits on all cylinders: business-savvy, creativity, attentiveness, cost consciousness, dedication and commitment, and just plain old smarts, and it is noticeable on every level of their staff and with whomever you have the pleasure of interacting.”
Nan Forte, Editor-in-Chief
WebMD the Magazine