WebMD Freelance Market Guide
Created January 7, 2022; checked for accuracy November 22, 2022.
Fees: This digital publisher of consumer health and medical content offers a range of assignments:
- Medical reference articles: Research-based (no interviews required) stories that vary in length, but usually about 800 words. $500
- Features: Require interviews and run about 850 words or more. $750
- Breaking news: $375
- In-depth enterprise stories: Multiple interviews; 1,000-2,000 words. $900
- In-depth, long-form narrative articles that run 2,500-3,000 words. $2,000
Submit to: For medical reference articles and medical features, contact Kyung Song, managing editor, ksong@webmd.net; for lifestyle features and long-form narratives, Laura Downey, executive editor, ldowney@webmd.net; for news and enterprise, Aaron Sheinin, executive editor, asheinin@webmd.net.
Website: www.webmd.com
Owner: Internet Brands, which integrates web solutions for businesses with media websites for consumers.
Readership demographics: WebMD draws more than 90 million unique visitors from around the world. Medical literacy is a key goal; WebMD aims for an 8th grade reading level. The voice and tone stresses empathy without commiseration.
Frequency of publication: WebMD publishes content, including videos, slideshows, quizzes and articles, around the clock.
What they look for in a pitch: WebMD’s bread and butter is medical reference articles — semi-evergreen articles that stay on the site, typically for 3 years, before they get reviewed again. These articles are primarily research based and do not require interviews. The topics for the vast majority of medical reference articles are generated in-house and assigned to freelance writers.
For enterprise and features, editors look for pitches on unique lifestyle stories or a unique angle on the news. “We also look for writers who not only write clearly, but with a voice of supportive authority,” Song said. “Editors understand that it can take time to master WebMD’s particular tone and style, and we are patient with new recruits. We also appreciate good attitudes and a willingness to learn.”
Most common mistakes with pitches: Song said one common mistake is predictable angles. “WebMD publishes a huge amount of content. Chances are, whatever it is, we’ve written about it,” she said. “Offer us story angles and topics that are surprising, overlooked, and intriguing.”
Lead time for pitching: It varies depending on the type of article and can range from one day to three months.
Best place for a freelancer to break into publication: Medical reference articles, unique features and enterprise stories.