Vein Magazine: Editorial Transformation & Digital Expansion
Editorial Leadership, Strategic Partnerships, Digital Transformation, Cross Channel Content, P&L Ownership & Sales Alignment
Overview
Rebuilt and re-launched a leading medical trade publication to restore quality and professional reputation.
Challenge
Editorial processes were inconsistent, contributors lacked guidance, and deadlines were slipping. The magazine lacked a clear vision, digital presence, and business alignment — risking relevance with both medical professionals and advertisers.
Approach
Took full ownership of editorial and business direction.
Built a structured editorial calendar, production workflow, and contributor guidelines.
Launched a companion website, podcast, and video initiatives to modernize offerings and meet advertiser demand.
Grew newsletter subscribers from 0 to 2,000, establishing a loyal professional audience.
Created and managed the P&L, improving profitability through tighter editorial–sales coordination.
Negotiated strategic barter partnerships with medical societies to boost credibility and reach.
Collaborated across design, print, and medical advisors to ensure quality and accuracy.
Results
Returned the magazine to on-time, on-brand delivery, reversing decline.
Improved profitability while opening new revenue channels.
Regained trust of medical professionals and advertisers, positioning Vein as a modernized, authoritative trade resource.
Revitalized Vein Magazine with fresh design and co-branding partnerships, aligning with the American Vein & Lymphatic Society and WebMD Care — my business unit’s newest revenue driver.
Introduced dynamic, visually engaging cover design and consistent WebMD Care branding, reinforcing the magazine’s professional identity and digital expansion.
Produced event coverage in partnership with a sister business, extending editorial reach and deepening engagement with the physician community.
Launched long-form video content filmed live at major medical conferences, blending clinical insight with brand storytelling for professional audiences.
Developed a video series featuring roundtable discussions with leading vein specialists — creating high-value, evergreen content for digital channels.
Introduced Vein’s first-ever podcast — the inaugural podcast within Internet Brands’ health portfolio — expanding the publication’s reach and advertiser opportunities.