Two-for-one: Quadrant pairs journal titles for advertisers

Share this article:
Two-for-one: Quadrant pairs journal titles for advertisers
Two-for-one: Quadrant pairs journal titles for advertisers

Quadrant HealthCom united two titles – The Female Patient and OBG Management – under an alliance providing advertisers with a “ping-pong” opportunity for campaigns.

Called The Women's Health Alliance, Quadrant's journal partnership lets advertisers place ads in both journals, in print or online, with the capability to off-set ad executions to coincide with, say, two different medical meetings, said Margo Ullman, publisher of The Female Patient. This “ping-pong” approach, according to Ullman, reinforces and expands messaging for clients. The alliance also features “aggressive discounts” for advertising in both journals, said Ullman.

Additionally, The Female Patient will launch new multimedia assets in September, including a mobile-optimized site for smart phones and the iPad, and a new website for the journal in October, said Ullman. Quick-response surveying and mobile texting features will be a part of those new assets, she said. The other allied journal title, OBG Management, was acquired along with three other titles last December, when Quadrant bought the journals division of Dowden Health Media from Lebhar-Friedman.    

Ullman said both titles will continue to be published in print and online, since physicians, nurses and other readers want content in multiple channels. “We recognize the value of off-line [publishing]…it supports other channels,” she said. The Female Patient got a new editor in May – Toby Hindin – after former editor Carol Nathan was promoted to VP, custom programs.

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...