Return
nejm personas hero

Uncovering What Was Truly Important to Readers

Journal Watch, a spin-off publication of the New England Journal of Medicine, came to Mad*Pow for help tailoring content to its varied readership. They understood their basic demographics. But they wanted deeper insights into what their readers hoped to find between the covers of the latest issue.

Project highlights:

  • Interviews with diverse audiences
  • Diagramming to create detailed personas
  • Content strategy based on gaps in current offerings

Diverse Groups Make for Improved Interviews

We began by speaking to key stakeholders, and then progressed to phone interviews with a demographically and geographically diverse group of 24 physicians, both subscribers and non-subscribers. We used data mapping and affinity diagrams to create six highly detailed personas based on the media consumption lifecycles of each group, from acquisition to storage.

Personas Support Content Development

Defining these six distinct personas allowed Journal Watch to identify gaps in its current offering and tailor content specifically to its readers' interests and needs. This content-development strategy leads to more satisfied readers in the short-term and greater subscriber retention in the long-term.

Want to offer your customers a better experience?

Let's work together: Contact Us Today

New England Journal of Medicine
Uncovering What Was Truly Important to Readers

Services

Links
Design Research Methods for Experience Design
Team

Newsletter Sign Up



Mad*Pow HQ

27 Congress Street
Portsmouth, NH 03801

Office: 603.436.7177
Fax: 603.386.6608

Boston

179 Lincoln Street
Boston, MA 02111

Office: 617.426.7177

PROJECT INQUIRIES

Complete Sale Inquiry Form

EMAIL US

Sales: solutions
Press: communications



Get in Touch

CALL US

603.387.8307

CONTACT US

SALES | PR/MARKETING | EVENTS