University Health Publishing enjoys an interesting — if perhaps unusual — relationship with Johns Hopkins Medical Center. UHP is licensed to use the Johns Hopkins name and work with its faculty to create a publishing enterprise.

At the same time, Johns Hopkins is a competitor, since it has its own publishing and online operations. The relationship, however, has been a huge benefit for UHP.

At the very top of the UHP world is the Johns Hopkins Medical Letter: Health After 50. They also publish white papers, bulletins, reference books and free special reports.

They now publish 13 free email newsletters that are based on the content of their 13 existing white papers and use the Internet as the nexus to distribute those free newsletters and sell more products.

This chapter is part of a handbook titled Multiplatform Publishing Strategy.

• Handbook: Multiplatform Publishing Strategy
• Chapter 10: Johns Hopkins Health Alerts Mequoda Media Brand Study