The publishing industry has seen a massive upheaval over the course of the last few years and the entire industry has had to adjust to the stark and sudden change. Isha Khanolkar Ostwal was faced with the consequences of this change when Healthcare Executive, a 5-year-old healthcare magazine for which she managed marketing and communication, decided to go digital.
Isha’s extent of knowledge about digital magazines involved converting the print magazine into a PDF format. She soon realized that her issues were not just limited to developing the magazine for digital audiences. Everything had to be realigned, including the fact that now they did not have email IDs of customers to send the e-Magazine to.
Her team had started to call customers to ask them for their email IDs to be able to build a new database. All these new complexities led Isha to thinking that she needed to arm herself with new knowledge relevant to the challenges she was facing. Her search for the right solution led her to the UpGrad Digital Marketing Certification Program.
On what got her interest, Isha says –
“The modules covered exactly the problems that the magazine was facing – social media, email marketing, SEO, SCM. It was almost like it was tailor-made for our problems.”
Once the program set sail, Isha found many highlights in her learning experience.
The ‘time-bound’ nature of the program ensured that she met her assignment deadlines despite having her hands full with managing work and looking after her daughter. Amidst such a demanding schedule, it’s only natural for one to re-prioritise learning. Despite this, the Program renders flexibility to learning as it is entirely conducted online.
But what held Isha’s interest throughout the program were the real-life examples that the experts cited in their lectures. Finally, the ‘mentorship calls’ really stood out for Isha, where she connected with subject matter experts, who helped her with solutions to specific problems she was facing with the magazine – all in all, creating an inspiring learning experience.
With the essential learnings obtained from the program, Isha was all set to go back to the drawing board and rework, not only the presentation of the magazine on a digital platfor but also develop the app. With the fundamental changes made on acquiring and converting traffic,
The readership of the magazine has already increased by 30%
…and the team is currently in the process of changing the way they deliver content.
“So we are hopefully excited to see a lot more readers in terms of the way that we engage with them.”
A true achievement for Team UpGrad was converting Isha into a believer where online education is concerned, as she was previously skeptical about how the classroom learning experience could be delivered to someone in the comfort of their home. However, Isha was amazed at the flexibility and quality of the learning platform, which made the lectures, assignments and discussion forum available at one place and helped Isha become a ‘certified holistic marketer.’
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