Advanstar Communications announced plans to launch a Healthcare Centralized Content Group, and has partnered with Getty Images for digital imaging services.
The Healthcare Centralized Content Group will focus on several of Avanstar's primary care titles, including Medical Economics, Drug Topics, Formulary, Managed Healthcare Executive and Geriatrics.
The new service will allow users to “fine-tune” content through the creation of customized content amalgams for delivery through print, multimedia and e-media platforms.
“There's been a challenge since we brought in the Thompson Group,” said Steve Morris, EVP, life sciences, at Advanstar. “You have these silos [on content vehicles]. The reality is that [information] channels are driving audience aggregation, rather than the vehicle.” Despite users' ability to pick and choose content from a variety of Advanstar's titles, individual brands will maintain individuality. The move will also benefit reporters, since repurposing assignments allows for a greater depth of coverage, noted Morris.
“You go from a stressed out writer with space limitations and under deadline, to a writer able to spend more time on a better story,” said Morris. Additionally, the new service will “continue to keep an editor-in-chief as a brand steward on each title.”
The decision follows Advanstar's transition to a centralized portal for physicians—ModernMedicine.com—which integrated 16 of its primary care and specialty publication websites. Morris says Healthcare Centralized Content Group will keep its focus on three core areas: physicians, pharmacists and the business of health.
“Business-to-business [trade publications] are under intense pressure,” said Morris.
“More and more, we're going outside of KOL management organizations; we're using conferences as news events,” he said.