Modern Physician Magazine
740 N. Rush Street
Chicago, IL 60611
If physicians are your PR target, make sure Modern Physician is on your short-term hit list. Pitching this magazine more frequently is just what the doctor ordered because it's
going biweekly in January. The magazine, published by Crain Communications, provides hard news and feature stories on a wide range of medical career topics, from practice
management, legal and labor issues to socio-economic and financial trends.
With a circ of 32,000, the magazine targets physicians who are in leadership roles within medical groups, integrated delivery networks, hospitals, IPAs and other healthcare
systems. Its Web site, http://www.modernphysician.com, mirrors the magazine's content.
Editors are gearing up for the biweekly schedule and are looking to provide deeper coverage on:
- local issues;
- physician entrepreneurship;
- outsourcing services; and
- practice management strategies and case studies.
Health Coverage
Modern Physician covers the hard news that most affect physicians, including reimbursement developments and medical policy changes, as well as longer trend stories that
spotlight practice management opportunities and local/regional financial issues.
The Web site has a harder news edge.
Editors/Lead Time
Pitch story ideas to Karen Petitte, editor.
Phone: 312/649-5200
Editors need two to three months' lead time for features and two to three days for hard news stories.
Methods
Yes, you're eyes aren't deceiving you - phone pitches are not only acceptable they are preferred. The editors subscribe to an easy- access policy (all editorial phone numbers
are listed on the masthead. "[PR people] can send a carrier pigeon as long as the news is good," says Petitte.
Comments
While the editors are an easily approachable bunch, you'll hit a brick wall if you pitch them on new drug approvals and medical products.
Instead, focus on story ideas that provide actionable advice on management, entrepreneurship and overcoming regulatory obstacles.