The Harvard Health Publishing Mequoda Case Study

ARTICLE SNIPPET - At Harvard Health Publications, the bottom line isn't profits. It's serving its public health mission and, most important, protecting the university's credibility and reputation.

Executive Summary

When you publish under the aegis of Harvard University, your primary objective is not simply to make money; it's to improve the health and quality of life for the general public. And protecting Harvard's brand is of utmost importance.

An informative interview with Ed Coburn, Publishing Director, Harvard Health Publications, provided valuable insights into a profitable business model whose highest priority isn't profits.

The Harvard Health Publications mission has always been to improve the health and quality of life for the general public.
About 10 years ago, Harvard Health Publications expanded into mass market book publishing.
A portion of their content is now available as a premium access, membership library at health.harvard.edu under the rubric "Harvard Medical School Online Health Information Library Premium Access."
About 35 percent of the website traffic is driven by organic search and about 35 percent from licensed content syndication sites.
As Mr. Coburn says, "Online, it's all about brand. I'm loving being at Harvard in an era when it's increasingly about brand."

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