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Medical Corporate Publishing – A Success Model – Page 2 |
Contents at Home and Abroad |
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The subjects featured in the international front section of the issue from 1/2007 offer a good overview of the areas covered by Prophylaxedialog today: |
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Prof. Dr. Leonardo Trombelli, Ferrara, Italy – Modulation of the clinical form of plaque-induced gingivitis: role of genetic polymorphisms of interleukin-1 | | | |
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Prof. Dr. Dr. Michel Brecx, Brussels, Belgium – Antiseptic mouthwash and mouth rinses | | | |
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Dr. Christine Heyduck, Prof. Dr. Christian H. Splieth, Greifswald, Germany – Oral prevention during pregnancy | | | |
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PD Dr. Christian Hirsch, Halle, Germany – Dental prophylaxis for infants | | | |
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Dipl.-Psych. Benjamin Schüz, Berlin, Germany – Motivation and compliance amongst children | | | |
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Dr. Annette Wiegand, Prof. Dr. Thomas Attin, Zurich, Switzerland – Prevention strategies for patients with erosion | | | |
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Prof. Dr. Elmar Hellwig, Freiburg, Germany – Advertising – a balancing act between marketing and science | | | |
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The articles from the professional societies dealt with the following issues: |
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Products are not the central focus of “Prophylaxedialog”. However, the products from GABA do, of course, have an appropriate role to play in the journal. GABA products are examined in scientific studies conducted by distinguished universities (the effectives of amine fluoride has, to date, been confirmed in over 400 studies for example). This not only offers a distinctive feature vis-à-vis rival products but also enables products to be discussed on the basis of these studies and their properties to be described in a comprehensible manner.
The sponsoring of congresses or parts thereof (e.g. the accompanying press conferences) facilitates another key feature of the journal – reporting on congresses. Thanks to these reports, subscribers are able to read all about even distant events such as Europerio 2006 in Spain.
Prophylaxedialog is not available on the Internet. For the time being, at least, it is to remain a printed medium with occasional audiovisual content. Suitable articles, however, are made available on the GABA website and the patient website www.zahngesundheit-aktuell.de (e.g. articles for parents who wish to find out more about toothbrushing techniques for children and ways to encourage oral hygiene). |
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Summary: Criteria for Successful Medical Corporate Publishing |
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The Prophylaxedialog success story highlights certain criteria for effective medical corporate publishing: |
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As is the case with purchasing media, the benefits to and interests of readers must determine the content and not any internal perspective. The aim should be to produce a journal, and not a bro-chure which presents itself as a journal. | | | |
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Publications must shake off the label of ‘image brochure’ by very carefully selecting articles from renowned authors. Long-term recognition and acceptance is ensured by consistently aligning with high standards. | | | |
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Standardised methods for establishing what readers wish to read about, the know-how of the internal medical department, a scientific board and topic suggestions from professional societies ensure that the content is suitably diverse. | | | |
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Products can and should play a role in the journal. They should not, however, be advertised, but referred to in conjunction with scientific product studies for example. | | | |
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Success should not be measured by circulation alone, but must also be qualitatively and quantitatively assessed on a regular basis. | | | |
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Any expansion of the corporate publishing medium, be it geographic (issues for other countries) or for new target groups in existing markets (e.g. pharmacists) requires that content and design standards be strictly adhered to, e.g. each journal must be of the same high standard and defined by its special function (e.g. for a trade exhibition, issue for a symposium or special topic). | | | |
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Internally, the media require the attention of the most important scientific experts and contacts, and ideally, support from an advisory board made up of independent experts. This not only ensures that the standard of contents is maintained in the long term, but also makes it possible to develop contacts with potential authors. | | | |
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Dr. Stefan Hartwig |
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Head of PR & Communication GABA GmbH and GABA International AG |
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