Warren Hickinbotham, founder of AxessHealth. Picture: Supplied
Hickinbotham was soon approached by a family friend working with the SA Oncology Consortium . The consortium wanted a newsletter but the idea for the project grew. "It got bigger and bigger and eventually I said to them: ‘You know, you’ve got the makings of an oncology industry magazine — not just for your members; anyone within the industry should be reading it.’
"In those days I used to just call them ‘-ologies’, not disciplines or therapeutic areas, and thought, why don’t we go to all these ‘-ologies’? There’s cardiology, there’s nephrology, there’s neurology." Hickinbotham realised that even though his organisation was digital, it was still operating with a print mentality and needed to move its platform to an app and web-based environment. "I couldn’t get my partner across the line though," says Hickinbotham. "And so I made the hard call in 2016 to leave the business."
"It’s also important that we’ve had to show advertisers that you don’t need 10,000 impressions. You know, there are only 100 dermatologists, so if you get each of them looking at your ad twice a month, that is a good number."
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