Role: Audience Marketing Manager
Company: Haymarket Media
Brand: American Journal of Endocannabinoid Medicine
About: The American Journal of Endocannabinoid Medicine’s (AJEM) mission is to educate healthcare professionals on medicines that engage with the endocannabinoid system (ECS). By presenting clinical research on the role of the ECS in achieving homeostasis and as a therapeutic target, AJEM seeks to improve the practice of evidence-based cannabinoid medicine. AJEM publishes peer-reviewed original research manuscripts and research interpretation, news, and opinion pieces from thought leaders in the field.
Background: AJEM was acquired by Haymarket Medical Network in July of 2023. With my successful experience growing subscriptions for the MPR app I was brought onto the AJEM team to grow the AJEM audience and promote individual and group subscriptions. The AJEM website was gated on November 17th 2023 with exclusive high value content being put behind a paywall.
Challenge: The main challenge for AJEM was being the first journal of it’s kind. AJEM publishes Original Peer-Reviewed research on endocannabinoid medicine which carries a stigma as well as legal challenges. The messaging for AJEM had to convey that the research was conducted by trusted studied professionals in the medical field. Another important aspect of getting the AJEM message to it’s audience was giving examples of how doctors use this medicine in their practice and how it has improved their patients lives.
Target Audience: Healthcare professionals primarily in the fields of Psychology, Oncology, Sleep Medicine, Palliative Care, Pain Management, and Sleep Medicine. Additionally, healthcare professionals who are interested in alternative medicine.
Primary Marketing Channels: Email, Organic Social (LinkedIn), Paid Social, Google Search, Google Display
Results: During my time on AJEM we saw massive growth in website traffic with 50% of traffic originating from Email (33%) and Social Media (15%). Two initiatives that I spearheaded exclusively. We also say an introduction of individual group subscribers and substantial social media growth.
Methods
Email Advertising
Newsletter: 2x Weekly Newsletter to all AJEM subscribers featuring the latest news, features, research and AJEM Live content.
Promotional Emails: Weekly email in specialized topics featuring Original Research, news, and features relating to a specific field. Topics included Sleep Medicine, Oncology, Nursing, Palliative Care, Neurology, and Psychology. Each email was catered and sent to a specific audience that was built either using the Haymarket Medical Network or custom built lists from.
Organic Social Media
2x daily social media posts across Linkedin, Instagram, Facebook, X/Twitter and LinkedIn.
Youtube Channel featuring every episode of the AJEM Live Video podcast.
Organic Social Growth: 6 Month Period
Organic Social Media Enagement: 28 Day Period
Paid Social Media
Ongoing paid social media campaigns across Reddit, Meta (Instagram, Facebook), LinkedIn and Twitter. All campaigns featured specific messaging and targeting related to the content across HCP targets.
Banner and Print Ads
Print ads in quarterly publication under the Haymarket Medical Group umbrella.
Banner Ads through Google Image ads targeted to an HCP audience based on geography, profession and interest.
Partnering with Surfside to deliver Endocannabinoid Specific content to HCP’s, dispensaries and educators.
Event Partnership
AJEM was the official sponsor of the WeCann Brazil convention in 2023 and CannMed Marco Island convention 2024.
Podcast
Weekly episodes of the AJEM Live and AJEM Live Video podcast featuring thought leaders, doctors, and enthusiasts in the endocannabinoid medicine space.
