Medizine is launching a series of 10 point-of-care consumer specialty magazines, each with an online counterpart, and recently named AOL Health head Carla Wojnaroski to oversee content for all its products.
The new series, rolling out under the MDminute brand, debuted last month with cardiovascular and diabetes titles mailed to cardiologists' and endocrinologists' offices. Other topics to be covered by the quarterly series include allergies/asthma, dermatology, digestion/diet, cancer, arthritis, mental health and general health. MediZine will also host a Healthy Updates Web site for each condition.
“Healthcare is moving towards specificity now, and marketers are moving away from blasting to the masses,” said MediZine president and CEO Traver Hutchins. The firm, which also publishes Remedy, Healthy Living and Diabetes Focus, will encourage readers to view online content and sign up for individually tailored communications.
MediZine is hiring 20 staff, mostly for its nascent online business, and has lured a seasoned expert to manage content. Wojnaroski, who becomes EVP, content and new media, spent seven years at AOL Health, rising eventually from programming director to VP, general manager for health and living, with responsibility for the editorial, strategy and business functions of the department. Before joining AOL, she headed communications at Cardinal Health for six years.