Doctors can be one of the toughest audiences to crack.
Between their workloads, the volume of content they receive from a variety of sources, an attitude of superiority that can characterize some physicians, and other demands on their time, doctors are known for dismissing communication materials distributed by the hospitals where they work or have privileges.
Mafraq Hospital in Abu Dhabi (United Arab Emirates) overcame these daunting obstacles with a publication whose goals would seem to inhibit readership: Promote physician education, heighten awareness of recent clinical developments, and improve physician-patient relationships (which can be worse in the Middle East than in Western countries). By focusing on clinical areas and service lines Mafraq provides, along with conditions unique to the region, and delivering this information in short, easy-to-read, graphically appealing articles, not only have Mafraq and its agency partner, Leading Brands, found a way to avoid Practice magazine winding up in the trash, physicians have actually contacted the editors with ideas for stories! This alone takes home the win in the Best Print Publication category of Ragan’s 2014 Health Care PR and Marketing Awards.
The magazine appeals to native Middle Eastern doctors and expatriates alike. Practice includes a healthy mix of graphics, charts, and graphs, a scannable roundup of medical and health care news, and a calendar of upcoming hospital events, all wrapped in a high-class design that appeals to doctors.
For publishing a magazine doctors actually read that helps them stay on top of important information and work better with their patients, we extend our hearty congratulations to Mafraq Hospital’s communications and marketing team and Leading Brands’ creative team.
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