Dagens Medisin: Bridging Audiences to Secure the Future

For 25 years, Dagens Medisin has been the trusted voice for healthcare professionals in Norway, delivering critical insights on the decisions shaping our health systems. Their free subscriptions have long ensured access for their core audience—health professionals.

But as they moved into digital subscriptions, they faced a pivotal question: how to sustain their leadership while growing their paid subscriber base among fringe groups like health leaders, policymakers, and researchers.

Dagens Medisin’s core audience of healthcare professionals valued their free subscriptions, but growth required appealing to fringe groups with different motivations and needs. Without clear insights into these diverse audiences, creating strategies to engage and convert paying subscribers felt like guesswork.

Without a deeper understanding of these groups, efforts to grow the paid subscription base remained inconsistent and ineffective.

The lack of tailored strategies left Dagens Medisin unable to fully engage fringe audiences or maximize the value of their content. This meant stagnant subscription growth, untapped revenue potential, and an overreliance on their free core audience.

To meet these challenges, Dagens Medisin partnered with Kasus. With expertise in audience segmentation and data-driven growth, Kasus provided the tools and strategies needed to bridge the gap between their free and paid audiences.

Kasus implemented a customer data platform (CDP) tailored to uncover patterns and behaviors across Dagens Medisin’s audience groups. This platform allowed them to:

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• Understand what content healthcare professionals valued most.
• Identify engagement patterns among fringe groups like policymakers and researchers.
• Tailor messaging to different audience segments, ensuring relevance.
• Develop strategies to convert fringe audiences into paying subscribers.

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These insights empowered Dagens Medisin to build targeted strategies for each audience, delivering content that resonated and drove engagement.

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"With the CDP in place, Dagens Medisin could focus on what mattered most—providing value to their readers while growing their base,"

says Kasus.

Armed with data and actionable insights, Dagens Medisin goal is to achievemeasurable results:

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• Retain Core Users: Strengthened engagement with healthcare professionals by tailoring content to their needs.
• Expand Paid Subscriptions: Successfully attracted and converted fringe audiences with personalized campaigns.
• Enhance Decision-Making: Data-driven strategies replaced guesswork, leading to smarter, more effective growth initiatives.

With Kasus’s guidance, Dagens Medisin now has the tools to sustain and grow their audience in a competitive media landscape. They will experiment with targeted campaigns, testing new messaging, and continuously refining their strategies—all backed by real-time data and insights.

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Dagens Medisin is bridging the gap between their legacy and their future, creating stronger connections with their audience and laying the groundwork for long-term success.