Chief business officer, the lifestyle division, Condé Nast
When Jen Mormile led the rollout of Condé Nast Health in 2017, she experienced more than her share of blowback, internally as well as externally. “It was like being a startup in this big, big organization,” she told MM&M earlier this year. “There was a lot of ‘Vogue for pharma? No thank you!’”
Now that the venerable publisher has become one of the most trusted producers of health- and wellness-related content — not to mention one of the few that partners easily with pharma and healthcare organizations — the initial skepticism has melted away. To wit: In 2018, Mormile’s team — she was promoted to chief industries officer, SVP lifestyle division, with Carrie Moore serving as Condé Nast’s head of health — added 60 new health and wellness marketers to its portfolio. There are likely more to come, given the company’s ability to operate as nimbly in the digital realm as it has long done in print.
“We’re thinking about it less and less in terms of this particular brand,” Mormile explained. “We kind of do it backwards. We’ll ask, ‘Where are psoriasis sufferers engaging?’ and ‘What is resonating with them?’ Then we can back in to certain of our brands.”