Vertical healthcare publisher Demos Health has launched DemosHealth.com, a healthcare information and advice portal, in an attempt to attract readers. The publisher has decided to eschew spending resources on other marketing techniques that it deems less effective in the digital era.
The strategy is outlined in a note from the house’s executive editor, Julia Pastore:
I am very excited about our new website launch this week (www.demoshealth.com) and it’s something entirely different for a book publisher as far as I can tell. In a complete revamping and modernizing of our marketing strategy to focus on content-marketing, we have dispatched with the traditional catalog/“books for sale” publishers’ website. (When was the last time someone purchased a book from a publisher site?) Instead, we developed and launched an expert-curated health and lifestyle resource. Books are certainly available for sale in our store but each book’s content – in the form of multiple online excerpts (“articles”) – will help draw in new readers, who will discover our books via Google searches, social sharing, etc.
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