MDLinx owner M3 Group is partnering with Argentine online physician network Medcenter on a content-sharing deal that will expand the former’s in-language reach to Spain, Portugal and Latin America.
Medcenter, which targets medical professionals in Latin America and the Iberian peninsula, will join M3’s Networks in Health, an “international alliance of online physician communities that provides pharmaceutical, medical device and other healthcare companies services.”
As members, doctors in Latin America, Spain and Portugal will get access to journal aggregation from MDLinx, conference coverage from Doctors.net.uk and content from the SmartestDoc—all in their local parlance.
“We’re trying to be global,” said Aki Tomaru, CEO of M3 USA. Tomaru said that while M3’s Doctors.net.uk runs pan-European campaigns, pharmas are increasingly shopping for broader buys that hopscotch across global markets.
“They want to cherry-pick the countries,” said Tomaru. Until now, he added, many have either partnered with a different in-culture shop in each country or distributed content in English through WebMD’s Medscape (with which Medcenter had a previous affiliation).
For its part, Medcenter will get 50% from M3 and customize the other 50%. The network will also decide which content can be used across all Latin America and what needs to be customized by country, and handle translation into Portuguese and Spanish. “They insisted on it,” said Tomaru, because rules on drug use and on how information can be communicated to physicians vary by country.
Medcenter has already gained traction, boasting a network of 480,000 physicians. M3, a Sony-owned Japanese conglomerate whose portfolio includes M3.com in Japan, US-based MDLinx and UK-based Doctors.net.uk, claims more than a million physician members worldwide.