Emap, publisher of the Health Service Journal and Nursing Times, has formed a partnership with online medical network Doctors.net.uk that will see significant collaboration between the three publications.
The agreement will see extensive sharing of content and joint-branded activity between the Emap titles and the online medical professional resource.
Claudia Arney, group managing director of EMAP Inform, said: “We are developing training, research, data, and communications tools jointly with Doctors.net.uk and these products are designed to support and sustain our public and private sector healthcare clients through this period of significant change.”
In August Press Gazette revealed that Emap was merging the news teams of Health Service Journal and Nursing Times to create a combined health news desk with six reporters to produce content for both magazines and their websites.
Emap chief executive David Gilbertson then told the Association of Online Publishers summit, in London last month, that supplying news alone was unlikely to provide as successful a digital future for business-to-business publishers as providing market intelligence to customers.
This latest move seemingly fits hand in glove with Gilbertson’s view that “quite interesting” content is not enough to sustain business publishers and that it was key for the future of B2B publishing to provide information digitally that was distinct and helped its business readership perform better.
The partnership with Doctors.net.uk is aimed at providing an easier way for all publications to engage with a diverse range of individuals working in the health sector on industry-wide topics of interest, such as disease management, care pathways and new treatments.
In addition, the partnership will allow advertisers to more easily communicate to a board swathe of healthcare professionals.