When strategic intent goes beyond monetary considerations
How to succeed in publishing, even when your primary motive isn't to make a profit
One of the most prestigious brands in the world successfully balances its desire to make money with its responsibility to improve the health and quality of life for the general public
Harvard Health Publications proves that business can be both profitable and altruistic
Dear fellow publisher,
Is profit always the primary motive for publishing special-interest information?
What if your brand is "Harvard" and your lead publication is the renowned Harvard Health Letter?
Who is your customer then? The consumer? The celebrated university? The eminent Harvard Medical School faculty? The distinguished Harvard alumni?
If you're the publisher of a newsletter with the name "Harvard" in its title, you have many constituencies to satisfy—not always an easy task.
For a fascinating look at Harvard Health Publications, both its print newsletters and its emerging online publishing empire, you'll want to read the Harvard Health Publications Mequoda Case Study.
Some valuable lessons you can learn from Harvard
For more than 30 years, the Harvard Health Letter has been providing readers with information and advice from one of the world's most prestigious medical schools.
Unlike most commercial enterprises, this publishing company's highest priority isn't making a profit. Yet, the Harvard Health Letter and its sister publications do, indeed, generate "tens of millions" in revenue, according to our sources.
In this informative Mequoda Case Study, an interview with Ed Coburn, Publishing Director, Harvard Health Publications, provides valuable insights into a profitable business model whose highest priority isn't profits.
Some highlights:
- The Harvard Health Letter was launched in 1975. More than 30 years later, Harvard publishes four additional monthly print newsletters—Harvard Men's Health Watch, Harvard Women's Health Watch, Harvard Heart Letter, and Harvard Mental Health Letter. Today, total circulation of the Harvard Health Publications newsletters exceeds 650,000.
- Two-thirds of the subscriber base for the Harvard Mental Health Letter are healthcare professionals; the remainder are parents of children with mental diseases.
- In cooperation with Simon & Schuster and McGraw-Hill, Harvard Health Publications now publishes 25+ titles, including The Harvard Medical School Family Health Guide, and launches seven or eight new books annually.
- Newsletters and 24 new special reports annually are responsible for 70 percent of the Harvard Health Publications revenues.
Additional highlights of the Harvard Health Publications Mequoda Case Study
Harvard Health Publications recently launched a premium access, membership library under the rubric Harvard Medical School Online Health Information Library Premium Access.
In the Harvard Health Publications Mequoda Case Study, we reveal many of the details of its objectives, strategy and tactics, including:
- How the company's ingenious email and press release strategy converge. Would it work as well for your publications?
- How syndicated newspaper columns help drive 35 percent of the traffic to the company's website. This surprisingly effective strategy works best in markets of a specific size.
- How Harvard Health Publications drives 60 percent of its organic search traffic, not to its homepage, but to deep links within its website. This strategy does wonders for its search engine rankings. Could you do the same for your online publications?
More lessons from an unconventional publishing company
- Why Harvard Health Publications has chosen not to do pay-per-click advertising. The reason may surprise you.
- How direct mail advertising still plays a major role in the Harvard Health Publications marketing strategy. Knowing your target market is essential for this tactic.
- The unique Harvard Health Publications organizational strategy that involves physicians, editors, and technicians. Learn which jobs are outsourced and which are done by full-time employees.
- The Harvard Health Publications revenue model—not what you might expect—and how the profits are used by the Harvard Medical School.
Get a Harvard education right now, the easy way
Now you can own The Harvard Health Publications Mequoda Case Study, almost instantly.
That's right. You can get your copy of the complete Harvard Health Publications Mequoda Case Study right now, via Internet download.
The price is only $97, and as with all Mequoda products, it's covered by our 10X guarantee.
If at any time during the next 12 months you're dissatisfied in any way with the Harvard Health Publications Mequoda Case Study—if you're not absolutely convinced you received a minimum of 10 times the value for your investment—write to me, and I'll send you a prompt refund of your entire purchase price.
With my sincere wish for your marketing success,
Don Nicholas
Managing Partner, Mequoda Group LLC
P.S. There's absolutely no risk. If you are not completely satisfied with the Harvard Health Publications Mequoda Case Study, we will refund every penny of your money.
Just send me a brief email message. You'll get your money back promptly and you'll get to keep the case study, too. That's more than a guarantee, that's a personal promise.
