PopSugar Launches Women’s-Health Vertical With TherapeuticsMD 10/28/2020 – MediaPost Communications

PopSugaris partnering with womenshealthcare company TherapeuticsMD on a sponsored digital destination, which will also promote Annovera, an annual birth-control ring.

The hub, called Full Disclosure, will feature PopSugar editorialcontent around women's health issues.

PopSugar's audience is 192 times more engaged with womens health and wellness topics overall, and advertising is up 40% inthe pharmaceutical category, stated PopSugars general manager, Angelica Marden.

advertisement

advertisement

Health and wellness are a category we and our sister brands acrossthe Group Nine Media portfolio continue to see massive growth in during the coronavirus crisis as people prioritize self-care, she added.

Full Disclosure will includefeatures, expert advice, a podcast and personal essays around womens health subjects, such as fertility, sex and pregnancy.

Women have been fed a lot of misinformationwhen it comes to our health and our bodies. We are opening up the conversation about all things women's health. No judgement, no shame, no euphemisms, just the tips and information you need to livelife to the fullest, reads a tagline on the site.

Content on the hub includes workout and stress-relieving tips, an article on weight bias and another on the pregnancy offormer Destinys Child singer Kelly Rowland.

We wanted to work with PopSugar because of how engaged their readers are with health and wellness, so we could speakdirectly to women about the power of discussing health and options in an open and judgement-free space, stated Dr. Brian Bernick, co-founder and Chief Scientific Officer ofTherapeuticsMD.

TheFull Disclosure podcast will be hosted by comedian and activist Franchesca Ramsey.

She will speak to female experts,including two OBGYNs and a sexologist, as they answer womens health questions.

Branded messaging will drive awareness of the Annovera product.

Thisisnt PopSugars first foray into sponsored verticals. PopSugar rebranded its "PopSugar Moms" vertical as "PopSugar Family" last year, with H&M as the launchpartner.

PopSugar also rebranded PopSugar Fitness with Under Armour.

Original post:
PopSugar Launches Women's-Health Vertical With TherapeuticsMD 10/28/2020 - MediaPost Communications

Related Post

Comments are closed.