MediZine Guidebook
298 Fifth Ave.
2nd Floor
New York, NY 10001
212/695-2223
http://www.mediZine.com
When Congress passed the Omnibus Budget Reconciliation Act (OBRA) in the early '90s, pharmaceutical marketing exec Traver Hutchins saw a golden publishing opportunity. The law
required pharmacists to counsel their Medicare/Medicaid patients on the proper use of prescription drugs. But pharmacists were busy and had little time for one-on-one
conversations. What they needed was a primer they could hand out to keep customers informed. Hutchins assembled an advisory board of top medical experts and published the first
issue of MediZine Guidebook in 1995. The 100+ page, quarterly magazine sports a small trim size (a la Prevention) and is distributed in hundreds of pharmacies and
doctors' offices nationwide, boasting a circulation of 3.5 million. With pass-along, book's readership climbs to roughly 8.9 million. MediZine's companion Web site, http://www.mediZine.com, offers a deep resource for consumers and funnels content to other health-related Web sites, including online pharmacies
and major e-tailers.
Content/Contacts
Whereas many health publications strive to break news about the latest medical research and treatment options, MediZine's main concern is patient education. Each issue of the
magazine offers detailed information about 10-12 "disease states," explaining the effects and diagnosis of each condition, as well as risk factors, prevention and treatment
options. Secondary, rotating departments tackle beauty, fitness, alternative medicine, cooking/diet and even pet care topics.
While 75% of editorial content is generated inhouse, material is often enhanced through partnerships with health organizations such as the American Heart Association, Arthritis
Foundation and American Cancer Society. Web content is updated daily with breaking announcements from Reuters, plus rankings of top medical specialists and a drug interaction
guide that serves as a primer for patients who are taking multiple medications. The site also offers encyclopedic databases with exhaustive information about health topics and
drugs, from A-to-Z.
Editor-in-chief Diane Umansky oversees a staff of five writers for MediZine, but also writes for SELF, Family Circle, American, Harper's Bazaar, Working Mother, Good
Housekeeping and Weight Watchers. Send ideas to her by email at [email protected], or by snail mail (address above). No phone
calls or faxes.
Pitch Tips
Think service journalism. Innovative product information is welcome, as are contributions from respected medical experts. And research is a hot commodity. Just be forewarned
that findings will be scrutinized by MediZine's advisory board for efficacy and accuracy. "We look for solid research to back up claims," says Traver Hutchins, founder and CEO.
Studies conducted in 'double blind' fashion (meaning two separate studies that generated similar conclusions) are expected. "It's the same review process that the FDA uses in
looking at medical claims."
Recently, the magazine has ramped up efforts to feature celebrity tie-ins to stories associated with specific diseases. (The latest issue features an exclusive with Judge
Judy, whose mother died of colon cancer, and actresses Kelly Martin and Rita Moreno are in the mix for upcoming issues.) "We find that celebs are passionate about raising
awareness and building momentum," Hutchins says.
Comments
MediZine stories are written for a broad audience and should be understandable for a person with a 6th grade comprehension level. "Our mission is to boil down into layman's
terms what the FDA has deemed 'approved' language about a drug or disease," says Hutchins. "We educate people so they can have a more informed discussion [about a disease] with
their doctor, or so they can make more informed purchasing decisions [in buying over-the-counter treatments.]"
"We will often cover a disease that's highly prevalent in the U.S., but suffers from a lack of understanding," Hutchins adds. "For example, we can't write enough about
diabetes. Folks with this condition are hungry for information about how to better manage their lives."
The latest issue of MediZine Guidebook tackles issues relating to sleep loss, impotence, arthritis, Alzheimer's disease, heart disease, osteoporosis and allergies - as well as
yoga, disease-fighting foods and how to deal with home-wrecking hamsters.