Press Release: Introducing Physicians' Life Magazine
Thorofare, NJ (March 12, 2015)-A new magazine written by and for doctors will debut in June, reaching almost half-341,000 in total-of all practicing physicians nationwide. What you might expect to be filled with medical research, treatment protocols and health insurance policy talk, will instead be infused with travel features, gadget roundups, and-in the debut issue-a guide on how you can import a car back home while on your Germany vacation...and save tons of cash while doing so. The kicker? All articles are written or peer-reviewed by fellow physicians.
Introducing Physicians' Life, the first consumer title from medical publishing powerhouse SLACK Inc., which publishes 44 medical journals and over 300 books, and hosts hundreds of successful medical seminars and conferences annually. "We know doctors extremely well and we also know they spend long hours together, from medical school study sessions to partner meetings to late nights at the hospital. They also value their time away from the office, working hard so they're able to enjoy active lifestyles filled with high-end travel, cars and dining," said CEO Peter Slack. "Backed by layers of extensive research examining the viability of launching a lifestyle magazine for doctors, we are putting our publishing expertise to work to launch Physicians' Life this spring."
Here's what the research found:
- Doctors are affluent: Physicians are wealthier than the typical affluent consumer, with a median household income of $224,000. This is more than 50% higher than the $144,000 median household income reported for the overall affluent population. While 61.2% of physicians have household incomes of $200,000 or more, only 18.5% of the overall affluent population does. Physicians are primarily male (82.7%, index = 162).
- Doctors like magazines: Physicians spend an average of 88.7 minutes per week reading magazines for personal enjoyment. The median is 67.9 minutes. Preferred types of magazines are Travel (53.9%), News & Entertainment (48.2%) and Sports (46.4%). Ownership of e-readers and tablet computers is substantially higher among physicians than the general affluent population (79.4% vs. 57.4%, index = 138). Physicians' personal use averages 5.5 hours weekly; the median is 4.1 hours.
- Doctors like to travel: Physicians are more likely than the typical affluent adult to be planning travel to Europe (index= 198), the Caribbean (index = 213) and Hawaii (index = 187). More than half (58.5%) of physicians "usually or always" schedule extra time for personal travel when attending professional conferences.
- Doctors spend money on cars, electronics: Automotive expenditures rate highly as well: 31.2% plan to buy a new vehicle (index = 176) and 19.4% plan to by a hybrid (index = 353). Many electronics items are also on the shopping list: 35.8% plan to buy a tablet computer (index = 188) and 20.6% plan to buy a giant flat screen HDTV (index =161).
- Doctors invest: Physicians plan to invest, travel and purchase a variety goods and services at rates well above affluent norms. For example, 71.2% of physicians, in comparison with 27.1% of affluent adults, plan to invest in stocks, bonds or mutual funds in the coming year.
- Doctors stay active and fit: 87.3% of physicians say they have exercised regularly (at least twice a week) during the past year. They are far more likely than the typical affluent adult to exercise in the privacy of their own home (Index = 155). Walking (58.8%), jogging (39.7%) swimming (34.8%) and hiking (33.9%) are favored pursuits. 29.7% report engaging in five or more sports during the past year. Physicians select honesty (83.6%), education (78.5%), learning (70.6%), helpfulness (68.2%) and enjoying life (67.6%) as core personal values.
"Affluent and educated, doctors are an excellent audience for high-end brands," said Mr. Slack. "People also frequently seek their advice beyond medical needs-for travel suggestions, gadget tips and what cars to buy. It's a highly coveted market for advertisers."
A top-notch editorial team will head the content, with all skewed to the physician audience. Dr. Gregory Hood, a practicing internist in Lexington, KY, has been tapped as Physician Editor, with Beth Weinhouse as Editorial Director. Dr. Hood has spent the last 15 years as a medical writer for Medical Economics, Medscape Business of Medicine and the Annals of Internal Medicine, among others. He is a member of many boards and committees and holds degrees from Johns Hopkins and the University of Louisville School of Medicine. Ms. Weinhouse brings decades of lifestyle magazine experience. She has worked at SELF Magazine, Parenting Magazine, Town & Country, Reader's Digest and other publications.
First issue features will include:
- Always on Call? The Dreaded Cocktail Party Consult: One hazard that comes with being a doctor is being on call-if unofficially-all the time. This article offers real doctors' experiences with social consults (some funny, some that went wrong), as well as recommendations for how to handle/deflect these confrontations.
- These Companies Offer Discounted Vacations to Doctors: Some airlines, cruises, and tour companies consider it a real plus if physicians take their trips. So much of a benefit that some offer discounts to doctors as an incentive. The idea is that if someone is injured on a cycling trip, or there's an illness on a cruise, it's great to have a few extra M.D.s around.
- A New Life for Old Medical School Textbooks: Most doctors have shelves full of medical textbooks from their med school days. But new studies and new findings mean these books become outdated very quickly and no longer useful. This is a fun, visual/photographic feature of crafts that use old textbooks as the raw materials.
- A Different Kind of Sports Doctor: A photographic feature on Dr. Nick DePace of Cherry Hill, NJ, and his collection of sports memorabilia-the largest in the world-worth more than $25 million. He is trying to open a museum of sports memorabilia in New Jersey.
- Medicine and Malbec: A profile on an emergency room physician who has a second career as a celebrated Argentine vintner: how she juggles both roles and what you should pour tonight.
- What's up (Funny) Doc: Physician/comic Zubin Damania, who uses the stage name ZDogg, tells about what it was like to grow up with a doctor dad.
Despite fears of print's imminent demise, Physicians' Life demonstrates that, above all, targeted, engaging content prevails-regardless of the platform. The magazine will be distributed to doctors across the country and can be visited online at PhysiciansLifeMag.com, as part of
SLACK's popular digital medical platform Healio.com.
About SLACK Inc.
With roots reaching back to 1923, SLACK Inc., a Wyanoke Group company, strives to deliver the best in health care information and education worldwide. Covering more than 27 health care specialties, SLACK publishes leading medical journals and newspapers, more than 300 medical and allied health books, and creates custom projects for a growing number of clients. SLACK's team of writers and editors travel to more than 140 medical conferences around the world to deliver live news reports, gather scientific data and interact with key thought leaders in the medical field.
Incorporating all of SLACK's brands, projects and electronic assets, Healio.com is the online home for all publications and medical information and education published online. Designed with the specialty health care professional in mind, Healio.com houses the content for all of its journal and newspaper titles, sales of professional textbooks, meeting and event registration, as well as custom web and educational projects. This powerful web platform enables us to disseminate news and information wherever and whenever, through traditional and social media outlets. Visit Healio.com to see all the specialty content published by SLACK.
*The survey was conducted by Physicians Consulting Network, a GfK Strategic Business Unit, which is comprised of a database of 70,000 physicians.