Who are the people behind the open rate? “We have subscribers on Capitol Hill, people who work in the industry, and people who are just out in the country interested in this, like Obamacare enrollees,” Kliff said. (In recent newsletters, it’s been biopharmaceutical company Pfizer.) “We’re not surprised, but we’re quite pleased that, for folks who are trying to reach the most influential active folks around this topic, this newsletter is the perfect way to do it.” September 26, 2016“The newsletter has been sold out every day that it has existed,” he said, noting that there are only two spots for ads from a single advertiser. Vox doesn’t talk publicly about open rates or subscriber numbers, but Vox.com general manager Andrew Golis says VoxCare’s following has been tremendous. The newsletter also includes a chart of the day featuring a healthcare-related statistic (trends in teenage smoking, for example) and a “Kliff’s Notes” section of curated links at the bottom of the email.

Other times, Kliff has focused on state-level policy issues like Nevada’s dalliance with SprinkleCare. It does more than just track the tit-for-tat of the national healthcare debate, though: last week, Vox healthcare reporter Dylan Scott told readers of the newsletter how he went for a walk with Senator Lisa Murkowski (R-AK), a Republican swing vote, and provided a transcript of their exchange as the main part of the newsletter. The newsletter has gained traction ever since, especially as mass media has been criticized for focusing too much on the allegations surrounding Russia and the 2016 presidential election and not enough on the Republicans’ healthcare plan. January 20, 2017Kliff developed VoxCare - “the only coverage we provide is ~news coverage~” she quipped on Twitter at its launch - in the first few months of 2017 as Republicans started trying to pass tried to pass their healthcare plan.

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